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Class _JiF_SJJ2-A 
Book £.T..Ji . 

Copyright W 



COPyRIGHT DEPOSrK 



How to Advertise a 
Retail Store 



INCLUDING 

MAIL ORDER ADVERTISING 
AND GENERAL ADVERTISING 



A COMPLETE AND COMPREHENSIVE MANUAL 
FOR PROMOTING PUBLICITY 

BY 

A. E. EDGAR, Merchant 



Illustrated with over -five hunched original newspaper 
advertisements 



THE OUTING PRESS 

Deposit, N. Y. 



LIBRARY oFoONSREiJ 
Two Copies Recc!'; jc! 

MAR 231908 



Jopyrijrni tntr.v 

OUSM AAc. 1^0. 

COPY d. 



Copyright, 19(.8, by 

THE OUTING PUBLISHING CO. 

Deposit, N. Y. 







Very truly yours, 

A. E. EDGAR 



PREFACE 

The writer is convinced that no apology is necessary for presenting a new book on 
advertising. 

He has done his best to make the present volume of practical use to both the small 
and the large advertiser, the novice and the expert. 

He considers it but fair that he should acknowledge the fact that the trade and adver- 
tising papers of America have been of great assistance to him in preparing this volume. 
Where extracts have been reprinted from these, due credit has been given. In most 
cases, however, single ideas have been taken and incorporated with others, and these of 
course it is impossible to trace to the original source. 

An apology is due those advertisers whose advertisements and advertising methods 
have been adversely criticised. In these cases the individual has to suffer for the com- 
mon good. It was found necessary to use examples to illustrate the different ideas and 
it was decided that actual advertisements were more valuable for this purpose than spe- 
cially prepared models. The advertisements selected for this purpose were clipped from 
newspapers published in all parts of the United States and Canada. Some of these 
examples were prepared by the merchant in the country store, while others were prepared 
by the highest salaried advertising men in the world. 

The writer asks that the faults of the book be not magnified and that the book be 
judged as a whole rather than any part of it be selected for criticism. 

A. E. Edgar, 

61 Bruce Ave., 

Windsor, Ont. 
December 7, 1907. 



ADVERTISEMENTS never quit work on holidays.— Fame. 
The modern store Hves on new ideas, new ways, new methods. — Dry Goods 
Economist. 

Spurt advertising, Hke a short-winded race horse, never wins the race. — Age of Steel. 

Spasmodic advertising, even when made on a large scale, is disappointing. — Dry 
Goods Chronicle. 

Advertisements that pay make money easier than any other way known to sell goods. 
— Profitable Advertising. 

We have never advised anybody to spend one penny on advertising, save in the man- 
ner of investment. — Brains. 

Every advertiser must hoe his own row in his own way, but the experience of others 
will reveal many short cuts. — Advertisirig Experience. 

Artistic advertising may be admired for its beauty, but the kind that is full of ideas 
is the kind that secures results. — AdveHisers" Guide. 

The most successful advertiser is not the man who spends the most money, but the 
man who spends his money in the best way. — Printers' Ink. 

It is not the amount of money you spend in advertising, but it is the amount of adver- 
tising you buy for your money that tells. — The Ad-Writer. 



CONTENTS 



PART I 



Newspaper Advertising 

CHAPTER 

I A Few Words About Advertising 

II The Dummy or Layout of an Advertisement 

III How Much Space to Use .... 

IV Firm Name and Address .... 
V The Headline or Catch-Phrase . 

VI Illustrations ...... 

VII The Introduction or Argument . 

VIII The Description of the Article Advertised 

IX Prices ........ 

X Display . . . . . . . . 

XI Puffs, Reading Notices, Want Advertisemei^ts, Etc. 

XII Classes of Buyers ..... 

XIII Timeliness in Advertising .... 

XIV The "Talking Points" of the Article Advertised 



page 
3 
5 
10 
14 
20 
26 
30 
37 
42 
47 
51 
56 
60 
68 



PART II 

Supplementary Aids to Newspaper Advertising 

XV Store Papers . ... 

XVI Booklets, Leaflets, Folders, Etc. 
XVII Circulars, Advertising Letters, Mailing Cards, Etc 
XVIII A Follow-up Campaign for the Retailer 
XIX Calendars, Blotters, Picture Cards, Etc. 
XX Advertising Novelties . . . . 

XXI Package Inserts and Envelope Enclosures 
XXII Dodgers and Handbills 

XXIII Window Advertising 

XXIV Outdoor Advertising 
XXV Advertising at Country Fairs 

XXVI Opening a New Store . 
XXVII Spring and Fall Openings . 



79 
87 
95 
100 
104 
106 
111 
115 
118 
127 
129 
131 
137 



PART III 

Schemes and Selling Plans 

XXVIII Little Selling Helps . . . . , 

XXIX Guessing and Voting Contests 

XXX Drawing Contests .... 

XXXI Schemes That Have Brought Business 

XXXII Schemes to Attract Boys and Girls . 

XXXIII The Greatest Scheme of All — Premiums 



147 

153 
157 

160 
189 
198 



Xll 



CONTENTS 



PART IV 

Sales Advertising 



CHAPTER 


page 


XXXIV Advertising Special Sales .... 


. 205 


XXXV The Special Sale 


. 207 


XXXVI Clearance Sales 


. 213 


XXXVII Leaders and Bargains .... 


. 225 


XXXVIII Novel Sales Plans 


228 


PART V 





Advertising of Specific Lines 



XXXIX Banks and Trust Companies 










. 263 


XL Carpets, Rugs, Etc. . . 










. 268 


XLI Cigars and Tobacco . 










. 271 


XLII Men's and Boys' Clothing 










. 274 


XLIII Women's Clothing 










. 279 


XLIV/COAL 










. 285 


XLV Department Stores \ . . 
XLVL^Drug Stores .... 










. 288 










. 313 


XLVII Furniture ...... 










. 315 


XLVIII Gas and Electricity . 










. 319 


XLIX Hardware, Paints, Etc. 










. 322 


L Haberdashery .... 










. 325 


LI Hats and Caps .... 










. 330 


LII Jewelry, Precious Stones, Etc. 


• 








. 333 


LIII I^AUNDRIES ..... 










. 336 


LIV Millinery 










. 340 


LV Music and Musical Instruments 










. 342 


LVI Real Estate .... 










. 345 


LVII Shoes 










. 348 


LVIII Things to Eat .... 








. 352 


LIX Trunks and Bags 










. 356 



PART VI 

Mail Order Advertising 

LX Mail Order Advertising 
LXI The Big Catalogue Houses 
LXII A Retailer's Mail Order Department 



361 
363 
367 



PART VII 

General Advertising 

LXIII The General Advertiser ..... 
LXIV The General Advertiser's Campaign 
LXV The Value of an Inquiry and the Follow-up System 
LXVI The Value of a Trade Mark or Trade Name 



379 
384. 
388 
393 



CONTENTS 



Xlll 



PART VIII 



Technical 

CHAPTER 

LXVII Points About Types ...... 

LXVIII Borders and Ornaments .... 

LXIX Something About Cuts ..... 

LXX Practical Hints on "How to Prepare Copy" 

LXXI How TO Read and Mark Proof . . . . 

LXXII The Grammatical Use of Words and Sentences 

LXXIII Miscellaneous Information ... 

LXXIV Technical Terms ...... 



PAGE 

, 399 
. 411 
. 414 
. 418 
. 429 
. 435 
. 44S 
. 448 



PART IX 

Miscellaneous 

LXXV Advertising the Neighborhood Store 
LXXVI An Advertising Campaign . 
LXXVII What Shall a Business Man Read . 
LXXVIII Headlines and Catch-Phrases . 
LXXIX Introductions and Store Locals 

Topical Index 

Topical Index of Advertisements Reproduced . 

Index of Advertisements Reproduced 



455 

458 
462 
471 

474 

489 
498 
501 



HOW TO ADVERTISE A RETAIL STORE 



CHAPTER I 

A FEW WORDS ABOUT ADVERTISING 

Advertising is not, as some suppose, a modem art. It was practiced by the 

/-\ ancients of Egypt and Babylon as far back as there are records of the customs 

of these peoples. It is true that the style of advertisements has materially changed 

since that time, and the modes of gaining publicity have been enlarged, but the aim of 

the advertisement has always been the same, and will always be the same — to disseminate 

information. 

With the retail merchant it is information of what he has for sale. Every merchant 
should keep that aim in view, first, last and all the time. 

The progress of advertising in our own day has been so great that the amount of money 
invested in publicity is greater perhaps than that invested in any other single commodity. 

Advertising is so broad a subject that it is seemingly impossible to decide where it 
begins and where it ends. Every action of a merchant, or of his employees, advertises 
the firm. How long the effect of the action goes on before it ceases operations merely 
offers food for speculation. 

So it is with a merchant's printed publicity, which we are now to deal with. It is 
known in many cases that years and years after an advertisement was printed that sales 
were made from it. 

The three objects involved in advertising are worthy of close attention; first, to famil- 
iarize the public with the name of the firm or individual; second, to acquaint them with 
the class, quality and style of goods; third, to make sales. 

The local retailer must learn the difference between advertisements adapted to the 
general advertiser, and those suited to his own business. 

There are principles in advertising that must be recognized and appreciated before 
success can be expected. A good advertisement is a good salesman. It takes the sub- 
ject in hand, and presents it to a large audience, explaining the merits of the article to 
many people over a given territory. 

One of the foremost advertisers in New York has said, that "the art of advertising is 
merely presenting attractively the absolute truth concerning goods to be sold." When 
the proposition is carefully thought out, its aptness will be fully realized. What should be 
sought in the use of any medium of advertising is the relating of facts concerning that 
which the merchant has for sale. 

There is no luck nor chance in advertising. It is a straightforw^ard business proposi- 
tion from beginning to end. Advertising is a legitimate, reasonable means of gaining 
an end. The advertisement that appeals most is that which is planned with the greatest 
intelligence, contains the greatest volume of honest intention, and speaks in frank, 
unequivocal words about reliable goods, and about the painstaking methods of those who 
are handling the business, and presents in the best way logical arguments for the purchase 
of the goods from the merchant in question. 

There are many ways of advertising, but newspaper advertising is the best and most 
efficient for the retailer. He can talk to its readers, daily or weekly, and if his speech is 
intelligent, convincing and attractive, it is sure to amply repay him for what it costs. 

The following quotation entitled "Ideals," gives a very good description of what an 
advertisement should be. 



4 HOW TO ADVERTISE A RETAIL STORE 

"Ideals are seldom reached in any line of work. Their chief value lies in the trend 
they give to what is accomplished. The ideal advertisement is short, yet comprehensive. 
It grasps the essentials, and in a simple manner lays them before the reader. It does not 
take up his time; it does not omit features that would specially interest him, features w^hich 
he should have before he decides to buy. It does not exaggerate. It does not weave 
senseless words into a cloak to throw around the article advertised, but rather with a few 
bold strokes it uncovers it to show its beauty and worth. It inspires confidence. It 
seems true and good, but not too good to be true. It leaves a little unsaid, for the cus- 
tomer to learn when he comes to buy. It takes proper classification and leaves some- 
thing to say the next time. It talks of quality first, then the price, It usually quotes -the 
price. It is the work of a salesman holding up the goods for the best view, telling its 
merits simply, giving the price. If it talks to a'person who has no need for it, it makes so 
good an impression that this person will regard it only as a type of the other things in the 
store which he does want, whether they are advertised or not. It will leave with him an 
impression that when he wants such an article, that is the one to buy, and that is the place 
to buy it." 

It sometimes happens that dealers advertise their competitors more than they do their 
own goods. It is not a prudent method of advertising to so advertise as to attract atten- 
tion to a competitor's merchandise rather than to one's own lines. The retailer should 
have an eye single to his own needs and wants, and free himself from drawing odious 
comparisons between his goods and those of his competitor. He can push the good 
qualities of his goods to the front so as to make them appear the best in the market, with- 
out allusion to what his competitor has, or is doing. 

Every reference to a competitor advertises that competitor more than it does the goods 
intended to be advertised. The retailer wishes to advertise himself and his own goods, 
not his competitors and their wares. 

There are subjects to be most religiously avoided in advertisements. Sometimes cir- 
cumstances will tempt a man to introduce into his announcements matter that sober 
thought ought to convince him would be better untouched. 

Everything that borders on controversy, especially of that kind where people take 
sides with any degree of warmth, should be kept out of advertisements. Political and 
religious issues should be particularly avoided, as people are usually touchy on these 
subjects. Even harmless allusions may be wrongly interpreted to the disadvantage of 
the advertiser. 

Prejudice is a nasty thing to arouse, and a very difficult thing to dissipate. Let the 
advertiser be original, catchy and interesting, but by all means let him steer clear of sar- 
casm, innuendo, venom, and all that kind of thing. 

We all make mistakes, and the man who never does anything foolish is to be regarded 
with suspicion, as either too good for this planet or as an arrant hypocrite. In advertising 
there is abundant opportunity for a man to discover how absolutely he can violate every 
principle of common sense. 

A smart advertisement is not always a good one. The man who writes advertise- 
ments merely to set people talking or to show how clever he is, misses his mark. An 
advertisement should sell goods, and when it fails on this one point it is not worth the 
paper it is printed on. 

An advertisement may be as sharp as a steel trap, but if it is not built to catch it is a 
waste of thought. Combine smartness with efi^ectiveness and an advertisement will 
serve its purpose well. Advertisements should be as smart and clever as possible, but 
they should not merely be blank cartridges with only flash and report. 

Successful advertising is not that which is done by fits and starts; neither is it that 
which is prepared because the space has been purchased and must be used. Space filling 
is not advertising. There should be something to advertise before the merchant sits 
down to write an advertisement. 

The merchant who spends too much time in producing a real literary gem is as apt 
to miss the mark as the one who grabs up a piece of wrapping paper and rapidly scribbles 



THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 5 

off an advertisement while the parcel boy looks on and admires his dexterous handling 
of the pen. 

The merchant who cannot afford to hire an ad-writer must get down to study 
unless he wishes to drop behind in the race for business. The more advertising there 
is being done the more there will have to be done by all merchants. The one who 
does the most advertising intelligently is sure to get the most business. His gain in 
most cases is some other merchant's loss, although advertising creates a great deal of 
new business. 

The time has come when the merchant must advertise or retire from business. He 
must not only advertise but he must do what he advertises he will; he must offer the same 
values at the same prices that he says he will in his advertisements. "We do as we 
advertise" is almost as familiar nowadays as "Your money back if you want it." Both 
are new features in modern merchandising. With their advent came many other new 
and really good ideas that are helping to make the merchant's life an easier one. 

Quicker methods of doing things mean shorter hours to do them in. Easier ways 
of doing things mean pleasanter relations between customer and salesman. 

Modern publicity must be given the credit for the inception of the new life in com- 
mercial circles. Advertising is the parent of every modern method. Advertising is 
forcing new methods and new ideas into existence every day. 

No one can adequately estimate the future of advertising. It would be foolish to 
undertake to do so. As it has advanced in the last decade so will it advance in the 
decade to come, increasing in force and power as it becomes more scientific and its 
principles become more generally known. 



CHAPTER II 

THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 

NEWSPAPER advertising offers the best field to the retailer for promoting busi- 
ness. It is through the medium of the daily and weekly press that most adver- 
tising successes have been made. 

A persistent and judicious use of space, daily or weekly, as the case may be, will 
always prove more resultful than spasmodic efforts, no matter upon what scale they are 
carried out. 

Not only must advertising be persistent but it must be a persistent use of plain, com- 
mon sense statements and arguments in favor of the goods for sale and the store, or firm 
that has them for sale. 

For the purpose of aiding advertisers in preparing their own advertisements we will 
proceed to analyze the newspaper advertisement and make an effort to point out the way 
in which they should be presented to the public. 

There are eight distinct parts to the perfect retail advertisement, viz.: 1. Size of 
space to be used. 2. Firm name and address. 3. Headline or catch phrase. 4. Illus- 
trations. 5. Introduction and argument. 6. Description of articles advertised. 7. 
Prices. 8. Display. In constructing an advertisement the merchant must take all 
of these parts into consideration. Sometimes the illustrations can be dispensed with 
without impairing the productiveness of an advertisement, but when any of the other 
parts are omitted the advertisement must necessarily be imperfect. 

It is our purpose to show here the process, whether consciously followed or not by 
the advertiser, of preparing a retail advertisement. In following chapters, each of 



6 HOW TO ADVERTISE A RETAIL STORE 

the component parts of an advertisement will be taken up separately and discussed at 
length. 

As a usual thing, the retail merchant has a yearly contract with his newspapers for a 
certain number of inches in each issue. In that case he must construct his advertisement 
to fit his space. 

We will presume, then, that a shoe dealer uses ten inches of space in his weekly paper, 
and wishes to write an advertisement to fit that space. In nearly all cases the ten 
inches will be used to cover two columns in width, making the advertisement five 
inches deep. 

The first thing he does is to make a dummy, showing the exact size of the advertisement 
as it is to appear in the paper. This is done by ruling ofl^ a space 40 inches wide by 
5 deep. 

Newspaper columns vary from 2J to 2^ inches in width. In all cases a rule 
should be used, so that the advertiser can make his dummy exact. 

Having ruled off his dummy he proceeds to indicate where the firm name is to appear. 
The name and address is the most important feature of an advertisement. If this is 
omitted, the advertisement is practically valueless, although it is stated on good authority, 
that when, through an oversight of some one, the name plate of a large department store 
was omitted in a New York daily, the style of the advertising done by this firm was so 
well known to the public that a large crowd responded to the advertisement. This is 
probably the only case on record where an advertisement has not suffered through an 
oversight of this kind. 

Whether the name and address should appear at the top or bottom of the advertise- 
ment is a debatable question. Some experts maintain that the top position only 
should be used by retailers, while others, equally as expert, prefer the bottom of the 
advertisement. 

Custom seems to have favored the bottom position for the name and address for 
advertisements of this size, so the merchant in question follows in custom's footsteps and 
places it there. 

The space allotted to the name and address should not be too large, as it is then a 
waste of valuable space ; at the same time it should have sufficient space to make it promi- 
nent. 

A distinctive name-plate, to be used in all announcements, can be procured for a 
small sum, and its distinctive features, in contrast with ordinary type, will make it stand 
out well, while occupying considerably less space than is usually devoted to the names 
set in type. 

When illustrations are used in an advertisement their position should be the next thing 
to decide. Type matter can be compressed into small space, but an illustration cannot. 
The necessary space then must be marked off in the position it is to occupy. In this case, 
an illustration of a lady's shoe is used. As it faces toward the left it is placed on the right- 
hand side. It is always better to have illustrations facing the reading matter of an ad- 
vertisement than away from it. 

After the space is marked off on the dummy for the name and address, and for what 
illustrations are to be used, it shows just how much space there is for the reading matter. 
The advertiser should govern himself accordingly. It is far better to drop out a point or 
two, and take it up in a future advertisement than to try to get in all the good points of an 
article, and by doing so crowd the advertisement. 

The head-line comes next. Here is where a great many merchants fail in making an 
attractive advertisement. A head-line should be full of meaning. It should convey 
some definite thought to the reader of the advertisement. 

Of course the real function of the head-line is to be a catch-phrase— to catch the eye. 
It should not be lengthy. Three or four words are better than eight or more. But it 
should also mean something and should convey that meaning at a glance. 

"Faultless Fitting Fall Footwear" has been chosen as a fitting head-line, suitable to 
the object of the advertisement, and as having a message for the public complete in itself. 



THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 7 

The head-line is usually written or printed on the dummy, showing just how much space 
it is to occupy. 

After the head-line follows the introduction or argument of an advertisement. The 
introduction should be made as meaty with argument, or "reason why," as it is 
possible. 

It should be so convincing that the reader will become persuaded of its truthfulness, 
and so impressed that he will remember it. As "fit" is the keynote of the advertise- 
ment, the following introduction will serve. It will harmonize with the head-line very 
nicely : 

"If a woman's shoes look well her feet will look well, but a handsome foot 
counts for nothing in an ill-fitting shoe. It's the fit of a shoe that produces 
foot beauty and comfort. 

"In our fall selections of Peerless shoes every size and width possible to 
procure are shown in all the new styles. It's so easy to get a proper fitting shoe 
at our store, because our expert salesmen have such a large number of different 
sizes and widths to draw from." 

As this portion of an advertisement is generally too lengthy to write on the dummy, 
without crowding and making it illegible to the compositor, it is usually written on a 
separate sheet of paper. 

Whenever the introduction or description, or any other portion of an advertisement 
is written on a separate sheet of paper, it should be numbered, either with letters 




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8 HOW TO ADVERTISE A RETAIL STORE 

or figures, and the space it is to occupy correspondingly marked on the dummy. In 
this case the introduction is lettered " (a) " and the space on the dummy is marked to 
correspond. 

Descriptions of merchandise should never be made too general. The more particu- 
lars that are given the better, providing they are in favor of the article being described. 
In the advertisement under construction the merchant is endeavoring to paint a word 
picture of the line known as "Peerless Brand." He cannot, in this case, go into particu- 
lars as he would if he was advertising a particular shoe. But he does particularize by 
telling how the shoes are made, the materials used and then compares them with other 
lines of shoes at a higher price. Here is what he says: 

"Goodyear welts and hand-turned soles. 

"All leathers— Vici Kid, Patent Kid, Gun Metal Calf, Velours Calf, etc. 

"Fifteen different snappy styles. 

"As stylish as any $3.50 shoe." 

This description is indicated on the dummy by "(b)," and is so marked on the sepa- 
rate sheet on which it is written. 

Now comes the price. An advertisement without a price is lacking in one of its 
most convincing features. It is not necessary that the price be a reduced one to be 
published. It is not even necessary that it be a low price. It is just as necessary to print 
the price in an advertisement of $5 or $7 shoes, as it is of a $2 shoe. If the shoe is worth 
$7 it is right to tell the public that it is a $7 shoe and worth it. 

If automobile manufacturers are not afraid to advertise their $G,000 and $8,000 "autos" 
in the face of automobiles advertised for $1,000 and much less, the retail merchant need 
not be afraid to advertise his prices. 

It is not necessary that the price be printed in type a foot high. Prices should 
be given a little more prominence than the balance of type matter, and usually when 
appearing in the text should be printed in black-face type. 

In this case the merchant, for the purpose of attracting attention to the "Peerless" 
line has displayed it together with the name of the brand. An examination of the dummy 
will show how this has been done. 

A good, bold border will help to make an advertisement stand prominently out from 
the surrounding matter. The border singles out an advertisement as an entire and sepa- 
rate advertisement. 

A judicious use of white space will also give prominence. Rules and ornaments have 
no place in a small advertisement, except occasionally where the rule is used as a box, to 
separate or make prominent some particular portion of the advertisement. 

The dummy is for the guidance of the printer in setting up the advertisement. It 
serves the same purpose with him in constructing the advertisement as the plans of an 
architect do for the contractor or builder in constructing a house. It is necessary, then, 
that care should be taken in laying out the plan. It must be feasible. A printer cannot 
squeeze a hundred words into a space where there is only room for fifty. 

When the merchant has gained an idea of type styles and sizes, he can indicate just 
the size and style to be used. Unless his knowledge warrants this, it is far better to leave 
it to the discretion of the printer. In another chapter, the study of type styles and sizes 
will be taken up thoroughly. 

When a merchant sees a good catchy advertisement, he should clip it for future use. 
By attaching an advertisement of this kind to his copy, and giving the printer instructions 
to follow its make-up, he will get a good catchy advertisement for his own business. It 
is not always possible, however, for the printer to reproduce exactly every advertisement 
that may be thus clipped, because, sometimes the equipment of his office is meager, but 
he will do the best he can. 

Every mark, every word on copy and dummy are supposed to mean something, and 
the printer will try to interpret it and place it in type. It is absolutely necessary, then, 




THE DUMMY OR LAY-OUT OF AN ADVERTISEMENT 9 

that no marks, signs, symbols or words that are not intended to mean something in the 
finished advertisements should be there. 

A study of the dummy reproduced with this chapter and a comparison of the adver- 
tisement set up from it will help any merchant to understand some of the difficulties he 
has had in making his advertisements appear to advantage. 

There is one thing the merchant must understand, and that is that it is impossible for 

I Fatultless 

I Fitting 

I Fall Footwear 

^^ If a woman's shoes look well her 

^^ feet wi.l look well, but a handsome 

^ foot counts for nothing in an ill-fitting 

^ shoe. It's the fit of a shoe that pro- 

/|^ duces foot beauty and comfort. 

^fc In our Fall selections of Peerless — v|^ 

^ Shoes every size and width possible to procure are shown in all the ^ 

^ new styles It's so easy to get a proper fitting shoe at our store because ^ 

lf-^ our expert salesmen have such a large number of different sizes and ^jv 

^ widths to draw from. ^ 

<jr p I Goodyear Welts and Hand Turned Soles. ^ 

4» *^®®** ess All Leathers— Vici Kid — Patent. Kid — Gun ^ 

♦ $3 Shoe Metal Calf- Velours Cdf, etc. 4^ 

4)» ,^ 15 Different. Snappy Styles. ^ 

^ tor Women ^^ ^^^^^^ ^^ ^^^ $3.50 shpe. 4^ 

% JOHN SMITH CSL CO. |^ 

^ 303 Main Street PHONB MAIN 563« Y 

X Boston, Mass. ^ 

a printer to set up an attractive advertisement at a moment's notice. He should get his 
copy into the hands of the printer early if he expects attractive advertisements. 

A merchant who rushes off an advertisement to the office at the eleventh hour will 
never have satisfactory display. His advertisements will never be above criticism. They 
will and must show hurried composition. Not only has the printer to get this advertise- 
ment into type in a hurried manner, but it is nine chances in ten that the merchant pre- 
pares the advertisement in a hurry also. Good copy requires considerable time in prepa- 
ration. Every point should be taken up separately. Then it should be seen that all 
harmonize. Advertising copy that is prepared in a hurry and set up in a hurry, usually 
looks it, and even the readers of the newspapers can recognize it. 

While persistent revision of "copy" is beneficial to the beginner, there is a point at 



10 HOW TO ADVERTISE A RETAIL STORE 

which he should cease to tinker with words and put his whole story onto paper as quickly 
as possible, depending upon his earnestness and enthusiasm to carry weight rather than 
upon a nicety in language. Too persistent revision is almost always fatal to the effect of 
a fresh, sincerely written advertisement, and should be practiced only until a certain readi- 
ness of writing is acquired. The great French author, Flaubert, was in the habit of 
chalking sentences from his work upon a large blackboard, sitting and regarding them for 
a day at a time, studying ways of substituting words to make his meaning more colorful. 
Some of his manuscripts were revised continually for more than five years, and it is said 
that several pages in "Madame Bovary" became so interlined, criss-crossed and hen- 
tracked with alterations that the great stylist eventually forgot how to read them himself. 
This story is usually told in connection with that of John Stuart Mills, who revised a chap- 
ter in his "Principles of Political Economy" until it became so intricate that he forgot 
what it meant! Such extreme methods are not needed in advertisement writing, how- 
ever, for advertisements are written for the moment, for readers who cannot take time 
to untangle intricacies and who do not read advertisements for their beauties of style. 

In another part of this volume will be found a chapter on proof-reading showing this 
advertisement as it went back to the printer for revision. 



CHAPTER III 

HOW MUCH SPACE TO USE 



HOW much space should a retail merchant use to get the best paying results? That 
is the question that presents itself to every merchant. Sometimes he does not 
fully realize the import of the question, and frequently misinterprets it entirely. 
Some imagine the question should be, "How little space can I use and not lose anything 
by it.^" or, "How little space can I use and still keep my name before the public?" or, 
"How much space can I afford to buy.?" etc. 

Every merchant must answer the question of how much space to use for himself. No 
one can do it for him. Conditions are so varied that no set rules can be made to cover all 
cases. Even an expert advertiser could not determine the answer for him without a full 
knowledge of those conditions, and even then not until he had experimented a while. In 
some towns a ten-inch space will pay a merchant largely, in others twenty inches would 
barely bring the same results. In other localities the retailer would find a five-inch 
advertisement bring him in good results, and that a ten-inch advertisement did not 
increase his profits sufficiently to pay for the increased cost of the space. If a merchant 
found by experience that he could double his business by doubling the amount of space 
he was using it would be poor economy for him to cut down the space to half for the pur- 
pose of saving a few dollars on first cost. 

The question of how much space to use can only be answered by constant experiment. 
Small spaces may pay better this year, while next year conditions may be so changed that 
it would be necessary to double the space to bring about the same results. 

When the merchant has decided just how much space he will use, he thinks the whole 
question of advertising has been settled. All he has to do is to write a business card to 
fit the space and change it once or twice a year, or whenever the spirit moves him. 

Nathaniel C. Fowler, Jr., in his ponderous volume, entitled "Fowler's Publicity," 
says: 

"Too much advertising wastes money. 

"Too little advertising wastes money. 

"Too much matter in too little space wastes advertising. 

"Too little matter in too much space is extravagance. 

"Too much space is better than too little space, and just enough space is best." 



HOW MUCH SPACE TO USE 



11 



But, after all, it is not so much the amount of space used that brings results as the 
way the space is used. Take two advertisers under the same local conditions, and one 
uses ten inches of space while another uses twenty inches. The former always gets good 
results, while the latter meets with only indifferent success. It isn't the amount of space, 
then, but the way the space is used. It is the cold type set into burning words that count. 

Where a retailer is so situated that he 
has only the weekly papers to advertise in, 
it is usually an easy matter to decide upon 
what space will be used, and in what 
papers. Usually, however, where there are 
two or more weekly papers circulating in 
the territory from which the merchant may 
expect to draw trade he should use both 
or all. In the better ones his space should 
be larger, but he should make extra efforts 
to make the small space in the poorer paper 
attractive. 

The way some merchants use space in 
these country papers is simply appalling to 
a retailer, who has to pay dollars per inch 
in a city daily paper, instead of cents, as it 
is in these weeklies. It is no trouble what- 
ever to find a ten-inch space containing the 
following : 

"TOO BUSY TO WRITE ADS.," 



THIS SPACE IS RESERVED 



© 



FOR 



JOHN SMITH & CO, 



u 



XI 



No. 1. 



or to see advertisements similar to that of John Smith & Co., shown as Exhibit No. 1. 

Another form of this willful waste is to be found in "Watch this space next week." 

This is certainly a misuse of space, because it is not advertising at all. But, then, there 

is a large amount of space misused where there is a semblance of an advertisement, and 

one perhaps that the merchant thinks is good advertising, because it is keeping his name 

before the public. This "keeping the 



name before the public" idea is one of the 
biggest mistakes in advertising — for this 
reason : Where a merchant uses space for 
that purpose it will be found in every case 
that he is known to every possible customer 
around. He does not need to keep his 
name before the public because they are 
not likely to forget him. But he should 
in that case try to create a demand for 
something that the public are not buying 
every day, and thus increase his trade. 
The advertisement of Blank & Blank, 
shown as Exhibit No. 2, is newly clipped 
from a country weekly and reproduced as 
it appeared word for word. 

"Shoes" are mentioned once, "Summer 
Goods" twice. Beyond the fact that they 
are offering bargains, and every merchant 

is supposed to be doing that, there is no information given to the reader at all. If the 

advertisement had read as shown in Exhibit No. 3 it would have meant the same 

thing. 

There is one other way in which space is misused, and that is when it is used as a 

catalogue of the different lines carried. Note the way it is usually done in Exhibit No. 4. 



FOR BARGAINS IN 

Summer Goods 



Summer has come at last and you should 
dress as comfortably as possible. We have 
a nice line of Summer Goods — all to be sold 
at a big reduction. 



SEE OUR LINE OF SHOES FOR 
MEN, WOMEN AND CHILDREN 



We want all the business you can bring to 
us, for which we will pay the highest price. 

BLANK & BLANK 



No. 2. 



12 



HOW TO ADVERTISE A RETAIL STORE 



This is a favorite style of advertisement with many country general storekeepers. 
They seem to pride themselves upon the large variety of lines they carry. The writer 
remembers having seen a two-column advertisement, with no more introduction than 
in No. 3, and then a catalogue of the different lines laid out in two parallel leaning 
columns. Not contented, however, to mention each line once, the merchant had it men- 
tioned five times, no doubt thinking that repetition is impressive. Just think of an 
advertisement composed of a dozen or more different items displayed like this: 



SLIPPERS AND RUBBERS, 
SLIPPERS AND RUBBERS, 
SLIPPERS AND RUBBERS, 
SLIPPERS AND RUBBERS, 



BOOTS AND SHOES. 
BOOTS AND SHOES. 
BOOTS AND SHOES. 
BOOTS AND SHOES. 



SLIPPERS AND RUBBERS, 



BOOTS AND SHOES. 



Very impressive, isn't it.^^ 

It isn't only the country merchants who are wasting their space in this way. There 
are very many instances just as glaring to be found in city dailies. Any space is wasted 



Great Reductions 
==ln Shoes=== 



FOR 

MEN, WOMEN 
AND CHILDREN 

t BLANK & BLANK f 



No. 3. 



Fall. 1906 

Our Fall stocks have arrived. They are 
larger and more select than ever. Call and see 
our offerings in 

Boots and SHoes 
Dry Goods 
Groceries 
CrocKery 
Glassvirare 
H ar d-ware 
Ftirikittire 

Hats and Caps 
etc., etc., etc. 



1 ^tV?Vf^/tVt^/ti/fV?VfVtVt^£f^i5i/^ 

No. 4. 



that does not produce sales, directly or indirectly, and what is more, it is wasted unless it 
produces the maximum number of sales. Weak copy of any sort wastes space. 

Take the Lyon-McKinney-Smith Co. advertisement as an example. Here we have an 
advertisement that is particularly striking in display. Typographically it is about per- 
fect, but the copy is very weak. It merely says what the country dealer says in his 
advertisement, viz. : "Immense stock of Furniture, Carpets, Draperies, etc., at prices that 
will surprise you. We cater to your trade, etc." The only value there is in the adver- 
tisement is given to it by the position the firm holds in Los Angeles. Such an advertise- 
ment from an unknown firm is absolutely worthless. 

Some merchants are still of the opinion that they are wasting their money by using 
space in country weeklies. But then they are the ones who say advertising doesn't pay, 
so their opinion is practically valueless. The country weekly covers a field that cannot 
be covered as easily or as cheaply by any other medium. 

The country weeklies of to-day are either better for advertising purposes or decidedly 
worse than ever before. Where the publisher has advanced with the times, and publishes 
an up-to-date paper, the merchant will find good results from advertisements inserted 
in it. But where the daily paper has crowded a weak weekly in a certain field, causing 
it to grow weaker and weaker, it should be used merely as a last chance, when there 
is really none better to use. 



HOW MUCH SPACE TO USE 



13 




>/ Lyon McK'niie) Sntjlli Co 



S;^ 



6 2 Bo d 



''V^ 



y 



Those country weeklies that have any semblance of circulation among the farmers can 
be used very successfully by city retailers. Where a city has a farming community sur- 
rounding it there is sure to be three or 
four good live country weeklies. Space in 
these costs from five to ten cents per inch, 
so that the city merchant can talk to the 
ruralite at comparatively small cost. 

The growth of the daily newspaper is 
simply marvelous. Not only in our larger 
cities and towns, but in small villages where 
one would hardly expect a weekly paper to 
be very profitable the daily will be founc' 
to flourish. The establishment of th( 
rural free delivery routes has made it possi 
ble for the small dailies to grow and mul- 

The tendency of retail advertising in 
towns and cities where dailies are to be 
found, is toward moderate spaces. There 
is not nearly so much of the "spread 
eagle" style of advertising now as there 
used to be a short time ago. This may be 
accounted for in the increased cost of 
space, and in the better education of the 

retailer. The younger retailers are studying more — they are learning from the experi- 
ence of others what their fathers had to learn by experiment. 

In the larger cities the retailer is given but little choice. Unless he has a large store 
"downtown" or in the shopping district, he cannot afl^ord to use the dailies. And as 
there are none others, he is compelled to find other methods of advertising. Even the 
large merchants in the metropolitan centers find it better to have a daily advertisement, 
though small, than to spread out once a week or so. Take the Rogers, Peet & Com- 
pany advertisements. They are extremely small, five inches usually, but they are so 
attractive and so informing that the public 
have got into the habit of looking for them, 
and reading them, from picture to name- 
plate. 

Department stores use page spaces, and 
will continue to do so as long as it pays 
them, but it pays them only because the 
department store is a combination of a 
dozen or more stores under one roof. Di- 
vide a page up among from fifteen to 
twenty advertisers, and their space will be 
normal. Take a tenth of a page for a 
department store advertisement, and only 
one department could be advertised in that 
space. 

A great deal can be said in a small 
space if the words are aptly chosen. Writ- 
ing ten-word telegraphic messages is a good 
w.m!n.i. i3ib.t 3znd\L practlcc for brevity of expression. Every w.,ro.t uii.t 
word that is necessary is retained, and the 
rest eliminated. Let it be the same with an advertisement, only don't be abrupt, 
all the information possible, but don't crowd. 

Position counts for much. The merchant whose advertisement appears on the most 




Sun shelters. 

Str^w hats of all good vari- 
eties, and if you can find a yel- 
lowed old straw here, you're 
better than we are. 

$2 to $4. 

Low shoes stand high in the 
scale of summer comforts. 
Russets especially. 
$3,50 and $5. 

Boj^s* straw hats and russet 
Oxfords, tooJ 

Rogers. Peet *• CoMPANy, 

Tire* Broadway Slort* 
2!i» M2 ^ 1260 




"Batiste" is the best weapon 
we know for beating Hot 
weather. 

A featherweight worsted fabric 
that holds its shape. 
. ■ Our friends in Cuba and Pan- 
ama buy it regularly for summer 
pon\fort, while liroadway wears 
batiste as the smartest of real 
pummer suits. 

Hair line patterns in grays — 
single, and doublp breasted coats 
with trousers, $18 to $29. 

Rogers. Peet Sr Company. 

Huee.Breadwar Store* 
158 843 U6D 



Give 



14 HOW TO ADVERTISE A RETAIL STORE 

interesting page of the paper has advantage over his competitor whose advertisement 
does not. Likewise, the merchant whose advertisement appears at the top of the page 
has an advantage over him whose advertisement appears at the bottom. The merchant 
should never take "run of paper." In some cases the cost is less, but it usually pays less. 

The merchant has his own store. He pays rent for it. He pays more rent than his 
competitor on the side street for the purpose of being where the most people do their trad- 
ing. Everyone knows just where to find his store. If he was moving around every three 
months from one store to another the people would never know where to look for him. It 
is just the same with position in a newspaper. The merchant rents it. He pays more 
to have it in a certain place. He can be found there at all times. The public turn to 
that space every time to see what he has to say — that is, if what he says is interesting. 

Advertising costs money. It is an expense, only in the same sense as salaries of sales- 
men are expenses. Modern merchants are beginning to speak now of advertising invest- 
ments, instead of advertising expenses. Let it be an expense, but not an expense that can 
be tampered with at will. 

An appropriation should be laid out each season, according to past experience. It 
may be two or it may be five per cent, of the season's turnover, calculated, of course, from 
last season's record. Some experts say "Spend as much on your advertising as you 
do on rent." In most cases we are inclined to think this might be the proper portion 
for advertising expenses. The exceptions may be said to prove the rule, for there are 
sure to be exceptions to this. 

For instance, the merchant who is just outside of the shopping district has less 
expense for rent, but he will have to spend more on advertising if he wants to do as 
much business as he would if he was in the heart of that district. 

A new store will find it necessary to spend a larger percentage in making itself 
acquainted than the old store does in keeping itself to the fore. And the old store that has 
new opposition will have to increase its advertising appropriation to enable it to hold its 
own. 



CHAPTER IV 

FIRM NAME AND ADDRESS 



MANY advertisements are spoiled by the manner in which the firm's name is dis- 
played. Many a merchant is so fond of seeing his name in print that he runs 
it in twice in the same advertisement — once at the top and once at the bottom. 
In fact, the writer remembers seeing an advertisement that had the merchant's name men- 
tioned just twenty-three times. Every time it was printed it was displayed in bold-faced 
type, too. This was not only a great waste of advertising space, but it was not in good 
taste. One's name does not look nearly so pretty to other people as it does to one's self. 

The object of printing the firm name in an advertisement is to let the public know who 
is offering the articles described at the prices quoted. It is not necessary then to have it 
occupy half the space of the whole advertisement. 

It is unnecessary for the firm name to appear twice in the same advertisement unless 
it is a full column in length, or nearly so, in which case it may be advisable to have it 
appear at both top and bottom. The only reason for this is to be found in the way the 
paper is held when reading. It is sometimes folded across the middle, in which case it 
would cause the reader some trouble to locate the firm name if it did not appear at both 
top and bottom. 

When the firm name does appear twice in this manner, it is unnecessary that it be dis- 
played largely. It should appear just large enough to show at a glance whose advertise- 
ment it is. 



FIRM NAME AND ADDRESS 



15 



Readers who find interest in an advertisement want to digest the offerings the mer- 
chant is giving as quickly as possible. If they find anything they want or that arouses 
their curiosity, rely upon it, they will soon discover who the advertiser is. 

In full-page advertisements some advertisers think it necessary to repeat the name 
occasionally throughout the advertisement. Strawbridge & Clothier of Philadelphia 
have a very neat way of doing this. They have dividing rules made with the name of 
the firm appearing within a rule box. This is small and takes up but little more room 

La j^a r us 

than a rule would ordinarily occupy. The firm name is displayed modestly at both top 
and bottom of their page advertisements, taking up but little of their valuable space. 

Opinions differ as to whether the firm name should appear at the top or bottom of 
the retail advertisement. There is considerable to be said in favor of either position. 
Some experts have laid down the following rule: "Manufacturers and wholesalers 
should place their names at the bottom of their announcements; retail advertisers should 
place their names at the top." They base this rule on the usage of the greatest advertisers 




in the world — the department stores of the metropolitan cities and the large advertising 
manufacturers who are creating a demand for their wares through the use of newspaper 
space. 

The reason given by the department store advertising men for using the top position 
for the firm name is that people get used to trading at a certain store, and when they get 
their paper the first thing they want to do is to turn to the advertisement of their favorite 
store. As it is natural to look at the top of the paper first, they place the firm name there 




710-718 SOUTH MAIN STREET. NEAR SEVENTH 

to help the reader find what he or she is looking for with the least possible trouble and 
delay. 

This reasoning is good, and department store advertisers are in nearly all cases follow- 
ing this rule. They find it pays, or they would make a change. But, because the rule 
works out rightly in department store advertising, it does not necessarily follow that it is 
right for the exclusive retailer. Where the department stores use whole and half-page 
spaces the exclusive retailer uses from five to ten or twenty inches. 



16 



HOW TO ADVERTISE A RETAIL STORE 



In a small advertisement the firm name should always appear at the bottom. Here 
is a good and sufficient reason why : The headline should be the most prominent portion 
of the advertisement and should appear at the top of the advertisement. If the firm name 




"THE DEPENDABLE STORE.' 



><^J^^^ OUTERGARMENTSHC 



OUTERGARMENT SHC 
693-695 BRO/XD ST.. NEWARK. N.4 



Lissner's will not be undersold— money refunded on any artlUT- ,. jn 
xhased here. If same /s offered elsewhere (be same day at a lesspuM 




should be printed above that and in display type, too, where would the display come in.^ 
There would be no contrast, and contrast is the fundamental principle of display. One 
would offset the other and, properly speaking, there would be no display. 





Af-A/^i^^TT tf >-/^JL*, 



Custom, of course, plays an important part in every rule that we follow. It is the rule 
of custom to place the name at the bottom of small advertisements, and the man who 
follows custom cannot go very far astray. 



mMiM^imm , 




There is one rule to which the advertising retailer should adhere and seldom deviate 
from it. When a top position is selected the top position should only be used. When the 
bottom position is chosen the firm's name should always appear there. It is hardly wise 



I5EMAN 

ENTIRE building! 

SIX FLOORS AND BASEMENT 




'KELlABLE^GOODS 

ST. CHARLES BLOCK 



to keep changing positions, because people get used to a certain way of seeing things and 
do not like change, and it is sure to lead to confusion in some minds. It is something 
like the changing of store fronts. The merchant who has a mania for change will paint 




B.JCO'EaM.PSESi'. 



HAHNii£0 

Broad. New and Halscv Streets. Mivrark..ri. 



his store front a different color each time it is done. This leads to confusion to many 
persons, who recognize the store from the color it is painted. 

If a merchant should change the position of his sign every few days people would 
think he was crazy. There is no more necessity for changing the position of the name- 
plate in an advertisement than there is for changing the position of the sign over the 
door. 



FIRM NAME AND ADDRESS 



17 



Every merchant should have a name-cut made for use in his advertising. There is no 
way in which a reader accustomed to seeing a distinctive name-plate can locate an adver- 
tisement quicker than by the name-plate. When different size spaces are used, plates of 
corresponding size should be ordered at the same time, viz: Single column, double 






column, and one for full-page advertisements. The double-column size may answer for 
full-page advertisements if it is a good legible one. Name-plates should be so designed 
that they do not occupy too much space. They should be distinctive and by all m^ns 
plain enough for a child to read. One of the greatest mistakes an advertiser can make 



Wie^ 




^^^^F Peoria.^^d^^^ Illinois 

/"c«X ©6eBi^ V/hite iStore 



is in choosing a design for a name-plate because it looks pretty. Beauty is an essential, 
but legibility is of far more importance. 

A good way to use a name-plate is after the manner of a trade mark. It should be 
used in all newspaper advertisements, on stationery and circulars. It should be pro- 



\ 



im n n nn 1^ r7;> 







rmpaou 

duced in an enlarged form and used on the wrapping paper. It should be painted on the 
street signs, appear in street cars and, in fact, everywhere where advertising in any shape 
is used by the firm. Its distinctiveness then becomes a valuable asset to the retailer and 
aids in distinguishing his advertisements from others. 




It often happens that retailers advertising in local papers leave off their address, 
thinking, no doubt, that the name is sufficient. This is a mistake. A business firm may 
have a local acquaintance, and the people within a given range of trade may know where 



18 



HOW TO ADVERTISE A RETAIL STORE 



to go to take advantage of the firm's offerings, but it should not be forgotten that one 
object of pubHcity is to widen one's range of trade, and introduce the firm to persons 
that hitherto knew nothing about them. Even the local papers of small villages and 
towns get into the hands of strangers and visitors. 



P|i^1^|i*I^DPp I We are niter undersold. We guarantee prices on everylhin;«e sell Is M 
»x*.»iT»>^iT*m^«vt 3, lj^_ Pf m„j,_ ,^3„ ,^j jj^g arlicle can be boujtil in Milwaukee. 




If an advertiser is doing business in a very small town where there are but few stores, 
and they are all bimched together, the name of the town should appear in all his 
announcements; but if he is doing business in a larger town or city, the street address 
should also appear. 




A business house may have grown old in a community, and on that account may 
conclude that they are too well known to even advertise; it may consider the name of 
the firm sufficient when advertising is done and the address is omitted. This theory of 
being too well known to print location might work, provided old customers would live 



e3?iQ^ 




always, or never move away, but when the fact is taken into consideration that the old 
and familiar faces are gradually disappearing and younger generations taking their places, 
the importance of keeping the firm and location before the eyes of the people through 
continuous publicity is at once apparent. New faces are replacing the old, and an adver- 



COi-DEN RULE 



SEWD OS "IfWRMAIL ORDERft. WWSrS WOITIM OR MONFf BACK 




ttHE BESTitLlttNESMtWAYS 

KBERNSlElliidQ:: 



tiser should so present his advertisements that the reader could take advantage of his offer- 
ings with the least possible trouble. 

Even the large department'stores in some cases have fallen into this error. Of course, 
almost every resident of a city can tell where the big stores are to be found, they could go 



FIRM NAME AND ADDRESS 



19 




to them blindfolded. But there are always thousands and thousands of strangers coming 

and going, and they must ask strangers where to find such and such a store. This is a 

distasteful thing for some sensitive ones to do, and, perhaps, the 

larger stores are the losers by neglecting this simple thing. 

Few advertisers appreciate the immense value of repetition in 

advertising. By repetition we do not mean that form of advertis- 
ing one sees in the English papers, of a word or sentence repeated 

a dozen or more times, but we have a theory that an advertiser 

should repeat some phrase or sentence, that will in time become 

indissolubly associated with his name or the particular article he 

sells. 

Everybody remembers "Sunny Jim," but everyone does not 

remember what he advertised. None can forget, however, that 

"Royal Baking Powder is Absolutely Pure," or that "Children 

Cry for Castoria." By the continual repetition of these phrases 

they have become household words. 

If a retailer in some city should choose the following phrase : 

"Blank's is the store of quality," and use it continuously, the 

idea would soon become so fixed in the minds of the readers 

that they would at last accept it as a demonstrated truth. The 

advertiser shouldn't stop to reason, or prove it, for if he does his 

authority is gone. There is no surer way of planting an idea in the popular mind 

than by simple affirmation. Dogmatism may not be popular to-day in theology, but 

there cannot be too much of it used in puffing one's goods, provided always the same is 

done in good taste and with a dash of style. All great ideas in the past have been spread 

through continual and positive affirmation. Millions 
of orientals blindly sum up their belief in the simple 
assertion, "There is but one God, and Mohammed 
is his Prophet." 

It is well, therefore, for the advertiser to originate 
a motto or phrase for continual use in connection 
with his business. It should be short and crisp; it 
should have a definite meaning, and it should be 
absolutely true. If a motto of this kind is used it 
should appear in every advertisement, it should ap- 
pear on every piece of printing used by the firm, 
everywhere, in fact, where it can be seen, and in 
time the store may become better known through 
the store motto than by the firm name. 

The name-plates which are reproduced with this 
chapter show how attractive these name-plates can 
be made. They show how distinctly they will stand 
out from a page of type. Some of these reproduced 
are good, some are very good, some are not as good 
and ought to be better. Look them over and you can 
easily pick out the best of them, remembering always 
that legibility should be given first place in any de- 
sign of this character. If you have to study over 
the plate, or spell out a name, you may set it down 
as certain that others will have to do the same. If 
the design is so intricate that it requires study to de- 
cipher it like a puzzle, it may be called a bad design 
for a name-plate. 
The name-plate used by Thos. J. Porte, Etd., is not a good one although it is very 

attractive. It makes the advertisement stand out prominently upon a printed page. It 



The Young Man and 
His Clothes 



Can vfe please the young iimn ? | 

Certainly we can — no question | 

about it. l' 

Young men are particular. | 

"We know that styles muftt be • 

right fit, perfect and all the little 8 

kinks must be looked after. | 

The fabrics are young lueus • 

(fabrics, especially selected fof their • 

Suits and are iu bright and f js^liion- | 



<?i-Oe)' to 



: able patterns and durable 
secure satisfactory T\'ear. 

Serges, Scotch Mixtiiie.', Cjs<!i- 

mere?, etc, 

Suiti for young rflen. !.'• to 19 >cars 

of ot^e 

I $7.50, 10. 12, $15 

; "Get fiimiliar v.,'.h our pi: :r..iitc<;" 



JNeck and Shoulders 
above all competitors. 

OAK 
HALiL 

Canada's Best Ciorhiers. 

n Sandwich St,E. 




20 



HOW TO ADVERTISE A RETAIL STORE 



cannot be missed no matter how many advertisements surround it — but it is a failure 
from the standpoint of legibihty. The writer puzzled over it many times before he recog- 
nized the large "P." 

The name-plate of Oak Hall is not so bad, for it is readable, but it is a great space- 
waster. Such a name-plate used in a large daily would cost its user thousands of dollars 
per annum. The object of this illustration is obvious when one reads, "Neck and 
Shoulder above All Competitors." At the same time it is a poor attempt at illustrating 
the phrase. 



CHAPTER V 



THE HEADLINE OR CATCH PHRASE 




Business suits. 

For ex-custom tailor men who 
want fine quality and individu- 
ality our higher price mixture 
suits hit the mark, 

Every pattern confined to u|. 

Silk and serge linings — many 
half-hned. 

$28 to $35. 

Rogers, Peet& Compaky. 

Three Broadway Stoio. 
25» 842 1260 




THE headline Is the most important feature of any advertisement. It is usually 
used as an eye-catcher, and should be strong enough to rivet attention to the 
advertisement. 
It should be set in display type sufficiently large to attract attention. This display 
line should be set in larger type than any other line in the advertisement. It should be 
made the central eye-attracting point of the advertisement. Even when large illustra- 
tions are used to both illustrate and attract the eye the headline should be the special 
feature of the advertisement. If it is not forceful it is apt to be passed over with but a 
casual glance. 

Rogers, Peet & Company, New York City, use a series of small advertisements, set 
without a headline, that are apparently very successful in attracting attention. In lieu 
of a headline they use small outline cuts to 
attract the eye. These cuts are of the car- 
toon order and are only partly comic. They 
are original with the firm and continue to 
attract considerable attention. The space 
used is usually four or five inches, single 
column, with occasional double column ad- 
vertisements, set single column, thus pre- 
serving their identity. They use no display 
lines whatever, depending entirely upon the 
style of the advertisement to catch the atten- 
tion of the reader. That they are successful 
in this, cannot be denied, for the firm have 
used this style of advertisement for many 
years and are satisfied with results obtained 
by their use. 
wanV. rt. 13.1'rt. 32nd rt. lu tlils Way the headline as an eye-catcher 

and attention-riveter could be and has been 
in this case dispensed with without nullifying the power of the advertisement. Never- 
theless, it could not be denied that a short and forceful headline would add to the 
value of these advertisements. 

A writer in Printer s Ink some time ago, said that, "the whole duty of a headline is 
to be a catch-line — to catch the reader's eye by echoing one of his thoughts," To fit a 
person's thoughts with an echo is a process much simpler than it seems. " Do You Intend 
to Build This Spring .^ " is a headline that fits a mood, and it can be depended upon to 
interest the man who is thinking of building a house. Placed in the news])aj)er it will 
find each reader who has any thought of building, interest him, and secure a reading of 
the advertisement. When a man is thinking or planning along a certain line he will 



Bathinjf suits. 

Patterns as different < 
ble from the ordinary sort. 

All v^orsteds. 

All fast colors ; jfuaranteed. 

"Swimming" and "bathing" 
styles. 

t3to»5. 

Bathing belts, white, 50 cents. 
Rogers, Feet & Cohfavt* 

Tliite; 



City Haa 



THE HEADLINE OR CATCH PHRASE 



21 



YcZid everything that he sees in the papers concerning it. There are always enough 
}:eople thinking of most advertised things to make pubhcity pay when it reaches them. 
As for other readers, they do not enter into the advertiser's plans at all. He might 
draw their attention by some vague, mysterious headline, but their attention is not 
worth while. He does not want them to read his advertisements until they are thinking 
of building. 

In the main, this explanation of the duty of a headline is correct. It should be remem- 
bered by the retailer, however, that he is not only looking for those who are intending to 
purchase an article, but he is trying to convince those who have no such thoughts that 
they should have. 

Seasonable goods will always find seasonable thoughts among readers — heavy shoes 
in wet weather, slippers in the party and wedding season, straw hats in the summer, 
overcoats in winter. At their proper time seasonable moods surge through the minds of 
the population in great waves, and the advertiser ought to take advantage of them. 

A direct business proposition is usually the best headline the retailer can use, although 
occasionally it is desirable to have some variety. The price itself, in connection with the 
name of the article to be sold, is often the very best headline that can be used. 

"Panama Hats, $2.50" would attract attention anywhere. It would interest every 
man who ever wears a straw hat because the price quoted is very low. It would be the 

same with a headline readings "Men's $3.50 Shoes." 

This headline would interest many men who usually 
pay more for their shoes, and some who habitually 
pay less. If the argument in connection with this 
headline is sujQ&ciently strong it might induce many 
who had no intention of buying at that time to make a 
purchase then. 

The merchant selling something to wear has an 
advantage over some others, because often the public 
can be induced to lay in a supply ahead of the actual 
need. In this way the direct business proposition 
will bring results that could not be expected by a 
merchant selling some commodity that is little used 
and then only at certain seasons of the year. 

When an advertiser is endeavoring to create a de- 
mand for an article among a class of people who are 
not using it, or who are using it only in small quanti- 
ties, a headline calling attention to one of its particular 

uses, or some peculiar feature about it which would recommend its use, would be more 
likely to attract attention than a mere mention of the article itself. 

Take, for instance, the merchant who is trying to introduce the cushion sole shoe to 
his community. If he should use "Cushion Sole Shoes," as a headline, he would not 
attract nearly so many readers as if he had said: "No Need Now of Tired Feet," or 
"Sure Comfort for Aching Feet in Our Cushion Sole Shoes." By taking advantage of 
the discomforts the public are compelled to undergo he attracts their attention at once. 
They will then read the balance of the advertisement to see just what the merchant is 
announcing. It will appeal especially to those troubled with sore or tired feet. 

In the same way the grocer, trying to interest the public in a new food product, would 
add to his list of readers by using a headline discriptive of the food. 

The direct command as a headline is recognized by advertising experts as a powerful 
factor in modern advertising. It is a factor in getting people to make up their minds at 
once. The dealer who takes advantage of the first chilly days of fall and comes out 
strongly with 




Panama 

Hats 

*2.50 

Y ■ 

jGenuine one-piece Panamas; in the popular square- 
[top, ridge-crown style shown In the illustration; 
' trimmed, ready to wear. Just ^2.50! ' Think of iti 

Lowest price ever made in Louisville on Panama 

hats. Shown in vestibule case. 

Naval Reserve White. Ducks, 25c 

Men's, boys' and children's Naval Reserve white duck 
hats; the regular SOckind; we' re closing 'em out at 25c. 
Nen'k Textile Panamas; light and cool ; rejU" 
lar 50c goods for 35c. 

^^-* Third and 
Market. 



Levy's 



BUY AN OVERCOAT TO-DAY. 



22 



HOW TO ADVERTISE A RETAIL STORE 




is likely to reach more readers than the one who says simply, "Overcoats." This style 
of headline has made business, good business. All will remember the phrase, "Let the 
Gold Dust Twins do your work." That is a good headline because of its direct 
command. 

In the advertisement of the Pittsburgh Bank the command, "Place 
Your Money in Safe Hands," is made stronger by the further assurance 
that "it will earn four per cent, interest." 

Pick up any ancient copy of a magazine and look over the advertising 

pages and you will find headlines of all kinds, some good, some bad, some 

indifferent — mostly indifferent. Pick up a recent copy and the headlines 

will stand out from each page as prominently as modern brains and 

|iSEA".- J science can force them to. These headlines are a good study for the retail 

|«3i§iD;^^ I advertiser. From them he should be able to glean a great deal of informa- 

Nm^T^L*? tion. He can easily recognize those that appeal to him and those that 

don't, and a comparative study of the two classes should teach him just 

the kind he ought to use to get good results. 

"Wear a Cowboy Hat" is another illustration of a headline wherein the direct com- 
mand is predominant. "Wear a Cowboy Hat on that Vacation or Outing Trip " is a sen- 
sible command and one that many of the readers of that advertisement 
would be likely to follow. 

"You Want a Hat To-day" and "Deposit Here" are both good strong 
headlines. The peculiar display of the Buffalo Loan, Trust and Safe 
Deposit Company advertisement shows how strongly two words can be 
made to stand out from the body of even so small an advertisement. 

Headlines should be as short as possible. The fewer words used 
the better. It should contain the gist of the whole advertisement when 
it is practical to crowd it into a few words. The most important thought 
should be there at any rate. 

PEERLESS $3.50 SHOES FIT AND WEAR. 




we aim to encourage bank ac- 
counts with us by giving our 
patrons the most efficient and 
prompt service possible 



is a headline that will convey a thought to most readers' minds. The reader may have 
had an experience with these shoes that was not entirely satisfactory. It may have been 
that he had a pair of shoes from the firm advertising these shoes that were not satisfactory. 
He needs a new pair, and seeing this positive assertion decides that he will give the shoe 

man another trial. If the shoes are as the advertisement states, 

good ones, which have style and 

wear in them, the man's trade is 

retained. A positive assertion then 

is a good headline. 

One authority has asserted: 

"The business of the headline is 

to convince the reader at sight 

that the advertisement concerns 

him, and if the advertisement is 

what the headline promises, it will 

do it's work." 

Blind and mysterious headlines 

have seen their day and have gone 
with the medical advertisements of a decade or more ago, that were disguised as read- 
ing notices under misleading headings. 




$14,500,000.00 
BANK BY MAIL. 



BAIVKroR SAVIIVGS 

4*Ve a SMITMFICLO ST 
1ST.B...I PITTSBUROH 



deposit here 



our especially convenient location is 
appreciated by busy people 

Buffalo Loan. Trust & 
Safe Deposit Co. 



"We may be Crazy — 
But we ain't no fools." 



THE HEADLINE OR CATCH PHRASE 



23 



is a headline used by a firm in California, and shows to what lengths some advertisers 
will go for the purpose of being original. The headline does not show what the adver- 
tisement is about. There is no clue to the kind of goods sold — nothing to connect it 
with any kind of business. This kind of advertising is more harmful than otherwise to 
the firm using it. 

If you're Willing to Pay $5 Extra to 

Get "Trusted" for a $15 Suit, Don't 

Come to Blach's for Clothes. 



Blach is here trying to take a fall out of the credit stores, but is merely calling attention 
to them. It may be true that stores giving credit charge more for their goods even when 
they advertise that they do not. But there are a lot of men who are willing to pay more 
if they can have their own time to pay in, and this slap in the face will only advertise 
the instalment stores more thoroughly than ever. 

♦ ♦♦♦♦ 4 ♦♦♦♦♦♦♦♦♦♦♦»♦»♦♦ 4 ♦♦♦»♦ ♦ 
500 MEN WANTED 

To buy Peerless Safety Razors. 
These Razors are the Latest, etc., etc. 

♦ ♦♦♦♦♦♦♦♦♦♦♦♦♦»♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 



This is a modern example of a sensational headline. It is a blind or misleading 
headline, and as such should be avoided. It will never sell razors and it will never bring 
the five hundred men wanted to that store. 

There is another kind of headline that is sensational and misleading in character, 
and much more repugnant to the finer sensibilities of the reader. That is the scare-crow 
headlines, such as, "Instant Death," or, "Horrible 
Accident," etc. Some advertisers are fond of these 
disgusting exhibitions of poor taste, but fortunately 
as they become educated in the gentle art of ad- 
vertising, they abandon their ill-timed humor. The 
Cunningham advertisement reproduced here is a 
sample of this senseless style of advertising. 

The merchant who tries to be funny in his ad- 
vertisements is sure to make a fool of himself, 
sooner or later. He may think a thing very laugh- 
able, but the public is fickle-minded and often fail 
to remember the perpetrators of some of the funny 
things told in advertising. 

The retail advertiser should avoid the use of 
too many adjectives, and choose only those that are 
full of meaning. 

Just note this attempt at effectiveness: 



IdEATH!! % 

^Of De Vault Stock Sale! J! ^ 

O THE WIND-UP! THE WIND-UP!! }^ 

^ To-DayandTo-Morrow! A, 

m Slaughter of Odds and Ends] DON'T 11' 
V» Slaughter of Odds and Ends I ".«« v 



t 



Slaughter of Odds and Ends f UJ? 
SLMighlcrofOddsandEndsJ IT!l 
J Dime Bays a DoUai 's Woith.^ 

In This Last Scramble for Ottds and Endsl 

C<HDt! and TeD Toor Nei^bors and Frieads to Come! 
a" "^ " "■ "" 






1^1 



Our Grand and Intelligently Selected Stock 
is Superbly and Enormously Large. 









S:^?^:"*'."*" SI.65 



tivLi'-t IT 



CUNNIN6HAM'S.918 Main^ 



Such a screed as this conveys no meaning to the reader, except that the advertiser is 
feeble minded. It is too general a statement anyway to be impressive. "Largest Stock 
in Town," "Best Goods at Lowest Prices," and such phrases are worthless as headlines. 

Let the retailer put lots of ginger and snap into his headline. Let him season it with 
common sense. Let him boil it down. Then serve it attractively in a suitable dress of 
type and it will catch the reader's eyes from the midst of dozens of other advertisements 
commonplace in construction and display. 



24 



HOW TO ADVERTISE A RETAIL STORE 






Any flpm oould may that t 

BUT 

would It ockppy oonylotlon 



SO many claim now-a-daysthutthetf sell Watches und Jewellery 
at Lower Prices than anyone else.'th»t one pets sceptical. The 
only way 10 ftet at the truth is to judge by results. " 




Are You Intending to Buy 
Furniture This Spring' ? 

Say "Yes" to thisjnquiry and you owe it to yourself to come to this store this weed 



before this semi-annual Sale 
interest on your money by ' 
Furniture is from 20% to 50;?. 
this price saying opportunity 
is to waste. 



Here is a twice-a-year opportunity to make 

NOW when the actual saving on handsome and well- made 

hy wait a few weeks ajad pay the regular prices when 

knocking at your door. To ouy now is to benefit, to wait 



i S^eak^^^ m^scTiti^M 




Odd Divans and 

Tetes 

in I^eal Mahogany 



MiLhogany Teles 35.00 1 



|TICKLEfPRANDT|J_ 
Furniture K> 



Only $7.40 



When'you think of 
F-URNITURE 

think of STICKLEYS 



Maple 
Mnple 



Avoid the use of meaning- !§ii^'T'l"lfL'^^^^^^^ H S E 8 H Fancy Bureaus 

less phrases. Make the headhne "" "" ** H B ■ « Quality 

tell some part of the story of 
the advertisement so that the 
reader will have something to 
remember. As the title of a 
book should give the public some 
idea of its contents, so the title, 
or headline, or catch-phrase of 

an advertisement should indicate the character of the advertisement. Illustrated 
headlines are not usually very common nor very good. That used by Stewart Daw- 
son & Co., Melbourne, Australia, is very good. It is full of meaning. As a store motto 
it should prove even more useful than as a headline. 

We also reproduce a page of illustrated headlines. These were all clipped from 

page advertisements, and while not very 



|TlCKLEfBRAHDTjr| 

fuRNlT-URE V 



1113-1115 Main Street. 

KANSAS CITY MO. 



Just Like Finding Money 

If You Gome Here 
For Your 

€bn$ttita$ 
eboosjtid 

Neckwear 
Mght Shirts 
Seal Plush Caps 
Mufflers 
fancy Vests 
Suit Cases, etc. 




very good either. 



That iiius- 
is perhaps 



bad are not 

trating the "June Bride Sale' 

the best of the lot. 

The headline of The Nebraska, Kansas 
City, advertisement, "Just Like Finding 
Money" is not at all bad. It being one 

There's No Use Talking — They're All hae. 



Suspenders 
Handkerchiefs 
Gloves 

Smoking Jackets 
Bath Robes 




Which One Do You Like? 



YOU CAN HAVE THE PAIR 
YOU MOST FANCY FOR $4. 



Tlu " ;u!l Wrljht "- Ihifs ihc name. Ajid Ihty ut lull flfht. 
Ifoo'll uy JO voutxif when you've worn a pair. 

Further — il't the longest value for your money on the Shoe Mukct 

And V* iin*t much to get a really good Low Quarter. Very litely 
you've o(7«n paid aa much aj $6 and $7 for a pair that you won't like * 
bit better than the Juat Wright. 

(I you arc open lor conviction, have a try-on. The styles are here 
for your selection, and it isn't our lault if you don't find out all about 
the Jujt Writhi Shoe. 



Bullock Shoe Co. 




PULLING TOCETHE 





A NUGAIA «F MATCHLESS VAIOES 




26 



HOW TO ADVERTISE A RETAIL STORE 



of the popular sayings of the day makes it easily understood. But this is a case of fit- 
ting the headline to a cut which usually is disastrous to good advertising. The adver- 
tisement as a whole is a 



poor one. 

The advertisement 



of 




Marshall & Ball 

Announce tlie sale of One Thousand pairs of Manufac- 
turers' Sample Shoes, made to sell at $4, $5, $6 and $7, 



SPECIAL PRICE, 



2.85 



These shoes were made by the J. S. Turner Shoe 
Co., one of the oldest and best makers of Men's High Grade 
Shoes in the country. The public has come to recog- 
nize the fact that a Marshall &. Ball Shoe Sale is an event 
worth long awaiting. This is by far the most remarljablc 
offer we have ever made. 

All leathers. All sizes. All perfect 

On sale tomorrow at 8 A. M. 

MARSHALL & BALL 

809 to 815 BROAD STREET. NEWARK. N. J. 



the Stickley-Brandt Furni- 
ture Company gives us a 
very good headline. "Are 
You Intending to Buy Fur- 
niture This Spring.?" re- 
quires an answer, and there 
can be but little doubt that 
every reader of that head- 
line answered it "yes" or 
"no," as the circumstances 
demanded. Those who 
answered it affirmatively 
would read the whole ad- 
vertisement closely to see 
whether the offerings inter- 
ested them. 

In the Marshall & Ball 
advertisement there is no headline used. The cut, the price and the name-plate are all 
used conjointly to attract attention to the advertisement. If this firm had dropped the 
top name-plate and displayed the words: 

1000 Pairs Manufacturers' Sample Shoes reduced to $2.85 

the advertisement would have been a more powerful puller. As it stands there is nothing 
about this advertisement to show that it is other than an ordinary shoe advertisement, 
if we exclude the one line "Special Price, $2.85." 

*' Which One do You Like.?" is not a bad headline used in connection with the illus- 
tration shown in Bullock Shoe Company's advertisement. The use of white space as 
here shown is very good. Such a use of white space is by no means waste. In fact it 
is about the best possible kind of investment. It contrasts the type matter and throws it 
out from the page in such a manner that no one could help seeing it. This advertisement 
is reduced from six inches by three columns. 



CHAPTER VI 



ILLUSTRATIONS 



IT is not our intention in this chapter to explain the processes by which each kind of 
engraving is done. We are going to pass over the technical side of the question 
altogether and deal merely with the effects that illustrations have on the value of 
the advertisement. 

The force of a good cut in an advertisement is its power to centralize the general 
idea of the composition. It is to the advertisement what the bud of the rose is to the 
flower. The bud, gradually unfolding, brings to view the fullness of the flower, with all 
its variations and adaptations. So with the picture in the advertisement — it first attracts 



ILLUSTRATIONS 



27 



> c 



Perfect $222. 
Shoemaking 



■, mannhh ^^H^ 
. c ^ \ 



the mind, which, in its study, gradually expands along the outlined ideas until the product 
in the whole extent of its meaning opens up in full bloom and significance. 

Some advertisers seem to have an idea that a picture in an advertisement is nothing 
more than a little embellishment added to it, and by reason of that fact catches the eye 
of the reader. A good forceful illustration will catch the eye of the reader because the 
mind is ever glad of a change. It usually rests first upon the most attractive spot on a 
printed page. For that reason alone it pays the advertiser to illustrate his advertise- 
ments. 

These eye-catching advertisements must be pleasant and may be partly humorous. 
They must never offend the good tastes of the reader, nor hurt the feelings of the most 
sensitive. In the Millard advertisement, here shown, the illustration is used purely for 
the purpose of attracting attention 
to the advertisement. It serves its 
purpose well, for the picture is 
pleasant and attractive. 

As an eye-catcher, pure and sim- 
ple, an illustration is not a very good 
investment. A good typographical 
display of types and rules will do the 
same thing at less expense. If a 
picture cannot be made to bring 
into united conception the promi- 
nent features of an advertisement, it 
might better, in most cases, be omit- 
ted. 

The picture in an advertisement 
may help to strengthen the impres- 
sion one gets from the headline upon 
first sight, but unless it is capable of 
impressing the thought the advertiser 
wishes to convey it is little better 
than an eye-catcher, and is occupy- 
ing space that might better be given 
over to type matter or white space. 

Many advertisements are spoiled 
by poor and inapt illustrations. 
Anyone critically inclined will be 
side-tracked on seeing a " jack-knife " 
cut of a shoe, or an abortive attempt at illustrating a hat shape. An engraving is apt to 
be misleading, unless designed very carefully, and in this way damage may result instead 
of good. 

When comic or suggestive cuts, other than those that illustrate the goods, are used, 
greater caution still must be exercised in their selection, as an incongruity may result 
that will prove disastrous to the purpose of the advertisement. In most cases good, 
catchy advertisements, cleverly worded and attractively displayed, without illustrations 
of any form will be found quite as effective, and frequently they may be made to convey 
the thought of the advertiser more clearly to the mind of the reader. 

Not long ago a jeweler used a cut, representing a bushel basket of diamonds over- 
turned, and showing the diamonds strewn around, much as potatoes would be if some- 
one had upset a basket of them. The advertiser stated in flaring headline, "We Buy 
Them That Way." Now, what thought did he mean to convey to the public? The public 
would know that he was deliberately lying if he meant he bought diamonds by the bushel, 
for they know that they are not marketed in that manner. But one conclusion can be 
drawn from this advertisement, and that is that he meant to be humorous. It was a 
poor and ill-advised attempt at humor at that. 



Mr JIM "Htlen- Sbea ia 
woaxn a» perfection ia $2.00 
•boeniakioif* The sew 11710 
In both "Helen" boon and 
ezfordi now on mr tliclns 
<K u near to the' nioit (trliib 
$3^ ihoe models at iotenuitT 
and ikill can make then. 
The button boots, lor instance, 
hare that low, rakish, 
top pattern that you 
have to pay $3,50 {or. Every 
little detail in "Helen" 

aeeord with new idea& Tha 
ii why 10 many women 
wear 'HelcnT shoes. 

\00 



f2 

MilJard, 



& 




"Broadboay, Troy 



28 



HOW TO ADVERTISE A RETAIL STORE 



There are too many merchants wasting their money in buying illustrated advertise- 
ments from some "syndicate" which is turning out advertisements and illustrations to 
use with them by the thousands, utterly regardless of the proper fitness of things. If 

the merchant, who is subscribing all the 
way from fifty cents to two dollars a week 
for this trashy sort of illustrations, would 




Bdy^^ School 



That Speak for Themselves. 
They tell of comfort— long and perfect character 
no argument between ui-^e guarantee every 
pair. BOYS' SCHOOL SHOES 

$1.25. $1.50. $1.75. $2.00. 



$1.00. 




Lrf 



Don't Blame the CooK 

always if the meat part of yonr meal 
iet't Just ri«ht— it may be the fault of 
the butcher. There's where we may rtrn 
into trouble, for we arci purveyors of 
fresh and salt meats. Yet we Invite a 
trial of our sepice, confident that wo 
can suit yon as to the meats themselves, 
their cutting, handling, prices md deliv- 
ery. Pair offer, isn't it, to try ns oncel 

Kling'stein ® Cq« 

318 Sonth Union Are. ^ 



use the same amount of money in the purchase of good, sensible stock cuts from a reli- 
able engraver, they could illustrate their advertisements to much better advantage. 

The Nebraska advertisement gives a fairly good idea of what these illustrations 
amount to. There is always some attempt made to illustrate the article advertised or to 
illustrate the headline to be used with the cut. The Klingstein & Co. advertisement 
is another of these "extremely attractive syndicate advertisements." 

It cannot be denied that some of the illustrations turned out by some "syndicate 
cut" firms are very fair specimens and of some value. It becomes a matter of selection 
however, for the purpose of picking out the good ones from the hundreds of bad ones. 

The Sam Freund advertisement is humorously illustrated. This is one case where 
humor is in its right place. The advertisement is intended for male readers exclusively. 
Such attempts at humor, however, are seldom very successful. 

A shade of humor in cuts is good when not overdone. But right here is generally 
where the trouble comes in — it is usually overdone. Some rising young illustrator fur- 
nishes some cut "syndicate" with a few original ideas at an originally small price, and 
that is where the trouble begins. The illustrator has ideas, but they are too original for 
advertising purposes. They should appear in Judge, not in retail advertisements. They 
do less harm there, at any rate. 

Then there is so much bad taste shown in many of these "syndicate" cuts. Take, 
for instance, a cut of a blind man being led by a poor excuse for a dog, the purport of the 



vt «';^:&«-^:s':«':-'-3-:5a.^ 5:^:% 




The Proodcst 




5Ccnt_Cigars]|\*/' 

Cinco, Gloria, Selectos, jt 
Prince George ii, 

ARANTECD HK^HEST QLAUITY-TH /^T'^ ^'i.i.■ \9il 

BO:£ TRADE A 5PH.IAL FF.ATlRt -T 

\4> nt Sam Freund's »{; 

^i'^ UNDER THE METROPOLE ^ 



-.«'(?-arsrc2- 



"ALWAYS THE GORDON" 

1906 Ffcll GORDONS hiw 
Originality ot Block 

Refinement of Taaf 

Ormcc of Contour 



$3 



SHOP 




advertisement being, that a man must be blind who cannot see the advantages of dealing 
with the advertiser. It is not only an advertisement in bad taste, but sordid in its 
general import. 



ILLUSTRATIONS 



29 



i\ji2 com AWT sy 

J .A last yoa 
can't get el5e« 




Low Cut Bluchers, $2.97 

•hoffmnk.TS on our Hvimp l»!.t, wild 




The object of the illustration is to vivify or give emphasis to the composition, as well 
as the goods advertised. This being the case, harmony between the cut and the matter 
should be considered of first importance. 

Great care should be taken in using an illustration that there are no objectionable 
features in it. A few years ago a merchant used a comic cut illustrating an old negro, 
nearly bald, with mouth wide open as if crying out at the top of his voice. The head- 
line used with it was, "Much Cry and Little Wool." As 
an illustration of that old saw, it was a success, but it had 
this objectionable feature : In the town in which the adver- 
tisement appeared there was a large colored population, 
and the merchant numbered among his 
customers a great many of them who were 
intelligent and industrious. Some of 
them very properly took offense at the 
advertisement. It was used in good faith 
by the merchant, perhaps a little thought- 
lessly, but it took years to live down the 
bad impression he had made. 

The best illustrations that can pos- 
sibly be used are those that illustrate 
the goods advertised. Here are two examples of illustrations (See opposite page) that 
illustrate the goods. The hat advertisement show the article advertised in actual use 
while the shoe advertisement shows merely a cut of the shoe. Of the two styles of illus- 
trating the one which illustrates the article in use is no doubt the better. But it is almost 
impossible to illustrate shoes in use by showing a cut of a man or woman. The best at- 
tempts at showing shoes in use are represented 
by the cuts in Kennedy's and Dalsim^r's ad- 
vertisements here reproduced. 

There are other articles in the same class 
with shoes, such as gloves, hose, ties, etc., 
that cannot very well be illustrated in actual 
use. 

Furniture lends itself to illustration in 
either way. A chair may be illustrated as 
simply a chair, or it maybe illustrated as 
part of a room. There is one thing that 
should be carefully observed in selecting 
illustrations, and that is in selecting ones 
that do illustrate. Take the illustration in 
the "Hub" advertisement: 

Clothing or Furniture, Which.? Could 
you tell at a glance. It is equally suitable 
for either and suitable for neither, from that 
very fact. 

Only good, clear cuts should be used; they 
cost a little more than the poorer ones, and 
are worth very much more. Care should be taken to select cuts suitable for the work 
intended to be done. Half-tones make fine illustrations in booklets that are properly 
printed on calendered paper, but they produce mere blotches on newspaper stock. 

Newspaper cuts should be cut deeply; the outlines should be strong and heavy; there 
should be but little detail, and that should be coarse and rugged, so that every line will 
be brought out faithfully upon the rough and porous newspaper stock. 

Half-tones are now being made with very coarse screens, especially for newspaper 
work, but on the whole they are not as satisfactory as ordinary line drawings. They are 
apt to become filled with ink and give but a poor impression. We have seen many a good 




30 



HOW TO ADVERTISE A RETAIL STORE 




Paint man is brother 
to paper hanger. • We 
have paint man's brushes 
and paper hanger's tools. 
Paper hanger's tools 
please paper hanger. " 
They're right. They do. 
wori< just as paper hang- 
er wants them to! Are 
you ^ paper-hanger? 
Come and see us. 

The Lawrence Paint Co. 

lis Court St, 
Blnebaatod. N. Y. 





advertisement impaired in its effective- 
ness by a half-tone illustration, show- 
ing up without any sign of detail at all. 
Good outline and silhouette cuts 
are much the better for newspaper 
work. Good black and white cuts will 
attract as much attention — or more — 
than poor half-tones. Better the cut 
should be lacking in artistic details than 
have its whole effect spoiled in the 
printing. 

Cuts are so cheap now that there is 
no excuse for any merchant using old- 
fashioned ones. Just think of a mer- 
chant advertising 1907 styles, and 
showing a cut of styles in vogue ten 
or fifteen years ago. The result is 
simply ludicrous; it is also harmful to 
the advertiser. 

The clever use of the small cut in 
the Lawrence Paint Co. advertisement 
shows how attractive a cut is in an ad- 
vertisement. It proves conclusively that 
cuts are sure to attract attention. This 
little cut of a painter, half humorous as it is, tells us at once that the advertisement is 
about paint. If we are interested we will read the advertisement. 

The full page reproduction shows three different types of cuts. The strong black and 
white illustrations used by C. A. Weed & Co. shows up strongly in contrast with the 
gray effect made by the type matter. The "stipple" effect in the illustrations in the 
Washer Bros, and Ben Selling advertisements have all the good appearances of half-tone 
reproductions without any of the half-tone's defects. The outline illustrations used by 
John Wanamaker have just enough detail added to make them pleasing to the eye. 
The combination of border and cut in both the Washer Bros, and Wanamaker advertise- 
ments are very pleasing and effective. 



Paint man says: "Good 
glass is like good looks. 
It takes a hard blow to 
spoil it." Poor glass costs 
more than good glass. 
Breaks so easy. We want 
to sell you good glass. 
Next time glass breaks — 
see us. If for new house, 
see us. We want to talk 
Sherwin • Williams Paint 
to you, too. 

the Lawrence Paint Co. 

lis ConrtSt, 
Bins:bamtoii, N. T. 




CHAPTER VII 



THE INTRODUCTION OR ARGUMENT 



ADVERTISEMENTS should never be prepared in a hurry. It is advisable for 
l\ the merchant to have a stated time for the preparing and planning of his adver- 
tisements. Ideas will come at all times throughout the day, and should be jotted 
down in a notebook reserved for the recording of advertising ideas. Many good ideas 
are lost through thoughtlessness in this matter. At times the merchant will find a book 
of this kind a positive necessity, for he cannot always think of the best things for the occa- 
sion ju.st when he wants to. 

The word "advertise" has a most felicitous and suggestive origin and meaning. It 
means literally "to turn to." It means "to direct attention to— to attract attention." 
An advertisement that will do this is sure to sell goods. 

There is little new under the sun, in advertising or in anything else. It is difficult to 
find anything new to talk about, and still more difficult to say what you have to say in a 
way that will not be a replica of somebody else's thoughts. 




Our Custom Depf 
earlier part of the Spring 
We solicit tQ inspection and desire Jo say 



have just replenished < 



$5.00 




'Clothes of Qualitjf" 




rt^^ 



CloiKes Sautisfactioiv 



yit 



A SeLtisfactory Store 



^J MAN can buy clothes al- 
•"^ most any place at "any old 
pTicc," but clothes saiisfaciwn is to be 
found at few places — and Wasliert' 
is one of the few — there's^ reasoit. 

You II always find here a higfC^. 
standard of qua/ity; yoti rx never 
tempted by ptice'indttcemenis tospec- 
ii/ate on something cheap.- Today, 
tomorrow — Always the Same — that 
makes trading easy and satisfactory, 

A Summer Suit at $18.50 

Handsome dark blue serge Coat and 
Trousers. Double breasted sack with 
broad shoulders and wide fronts — quarter 
lined with fine alpaca. The quality makes 
it a splendid value. 



Ctntufy Buililin< 



WSISIiER 



«.nd Ei<h«K 




To the observant mind, «o the man of cfear In- 
tellect, facts speak much more eloquently than 
words. 

It is pel the claims I make that give my cloth- 
ing its perrccilon of detail and consequent fa- 
vor among critical dressers— It is not my words, 
but the facts thai underlie my words. 

I have risen to my present pre-eminence— have 
achieved auccess- not by argun^nt, but by 
effort. 

The ordinary clothier, however, who does not 
dictate the various materials that shall be used 
in the garments he sells, must depend more up- 
on the glib tongues of his salesmen and the 
smooth statements of his advertising, than up- 
on bis own efforts toward betterment of con- 
struction. IVly salesmen delight In 



SPRING SUITS $15 to $3S. 
TOPCOATS $15 to $30. 
LARGEST STOCK OF BQYS' CLOTH< 
INC In the city. 



BEN SELLING 



LEADING 
CLOTHIER 



^^n/i^ifm, 



^ ^i'^miefi^r <r/m. 




It would be the rely wont policy to allow ooreelTea to be tooled u 
poratlTo vajaea of the merchandise that we pnieat to the tntelli^^ent 
TorIc,on this importaat oecaeioo.- 

WB KNOW that it la extraordinary. Va bare InTeetl^^ted moat thoroughly. 
Elee we would make no each elaima for it. There would be ; 
now, for the eplendid poblio nepona* ol yeaterday hae told na what men think of iti 
themeelTea Here Is the gist ot the news, OTer again i 
Mens White Cheviot 3hlrts at $1 Men's Collars at SOc a Half-dozen 



Men's White Cheviot Pajamas at $1 



linen-Bosom Unlaandered 
Shirts. 45c 

Thre*-plr iun boi 



Loos<P«OKT— 1!^: I 



IK IK ud IK h 



Men's Cambric aiid MusUn 
NIgliishlrts at SOc Each 



JOHN WANAMAKXR, 

fcnoerly A. J, itewart & Co^ Broadway. Fourth Ava, 9tli «a4 IM'i 



32 



HOW TO ADVERTISE A RETAIL STORE 



Siegei|»oper6 

HCW YO«K. 

J^eatiquarters /or 
^ur^Zfr/mmecf Coats 

We introduced these splendid garments of our own manufacture 
Ust year and they m« with immediate success. This year we have 
been unable (o keep up with the de 
roand, . but to-day we v/dl again 
show a splendid selection, as follows: 

No f — Body lining o( Rui»t»n Mirmot ^ -J» r 
c~Mt«l P«->,>n Uioi. Pncr OOl? 
o..i,n,n,o,N.n.c^l„^^^^ 

'S45 



No 3 — Body lining of C«ny. coll*/ 
cuff. Naiut.I £t.l Price. 

I <— Bod, lininj Moikfu. cj)lUr and JtCC 

,orR„„«S<f^.l.^j_y 



cufrt Nuinj 

Na >— Body It. 

(The coat Lilustrued is r4a V) 
These com &/c frude of kn eioremely 
y of Black K<rsey. Fit and Ityle rquti la 



Originality after all is far from what most people imagine it to be. The 
man who can evolve from his own brain a constant string of novel and startling 
truths is as rare to-day as in the days of Solomon. The capacity of saying things in 
a new and effective way is what is generally considered originality, and after you sift 
it all down this proves to be the faculty of using common every-day sense in expressing 
one's self. 

Every word in every sentence should mean something. All unnecessary phrases and 
words should be omitted, for everything in a sentence requires attention to understand 
it, and the more attention is diluted, so to speak, the less will remain for that part of the 
sentence which is supposed to put forth the strongest points. Short, meaty sentences 
should be used. Long sentences are apt to be confusing to many minds. 

In writing advertisements the vital part will be found to rest in the introduction or 
argument. The headline may catch the eye, but if the introduction following does not 

contain some concise statement, a reason why, 
the reader is apt to think the advertisement dull 
and not worth reading through. 

In this advertisement of the Siegel, Cooper 
Co. the introduction is short but business-like. 
It tells not only what is advertised but it states 
also, in an indirect manner, the fact that the fur- 
trimmed coats being offered are in great demand, 
sell well, and therefore must be worthy. 

If a merchant is advertising men's working 
shoes, and as a headline uses the words, "Men's 
Worthy Working Shoes," it is bound to attract at- 
tention when properly displayed. Workingmen 
will be eager to read further. Suppose, then, the 
merchant goes on to say, in the old, stereotyped 
way, "Our stock of these goods was never so 
complete as now; come and see them and be con- 
vinced." How many men will be influenced to 
read further after that.? But suppose the mer- 
chant comes out boldly and says, "the wearing 
kind — those that will hold together in wet or dry 
weather — the kind you can depend upon all the 
time — you have no use for any other kind." If 
you were a workingman, do you not think that 
an argument after that fashion would lead you to think that the merchant had a good 
shoe, and one that he was sure was good.? You would be induced to try a pair to see if 
the statements were really truthful. 

As a general thing the public will not accept a business man's word that a certain 
thing is so if there can be any doubt about it. It is always best, then, to tell the reason 
why a thing is so. No possible room for doubt should be left to form in the reader's 
mind. In writing advertisements reasons should be given for facts, and the advertise- 
ments will be much more convincing because the facts are given. 

In the argument of the Badger Furniture Company it is stated that the Whitney 
go-cart is several seasons ahead of other makes, but they do not rest there. They con- 
tinue to give reasons why it is ahead of others. This is a good argument although a 
trifle long. This advertisement is reduced from eight inches in length by two columns 
in width and the type was sufficiently large to be readable in the original. 

Advertising is not an exact science. It never will be an exact science. It is an art, 
like literature, or painting, or music. Exact science allows no personal equation, and is 
subject to hard and fast rules, while in the arts the personal note is everything. Adver- 
tising will never be subject to hard and fast rules, for the best advertiser will be he who 
projects the most individuality into his work, and at the same time understands his fellow 




^ur~Urimm»d Srgateoett' 



Mu^kru and the t»dy arvd 1 



td wiih Bltnded 
• „t lined w.ih 
Sol flush. A 

j_lcu^,n, >nd (cncr.l w.J. ^23.50 

Jul! 9/vM 6c Vuxt^p Coals and 
V.,1.. 

Fabria ihu will (ppul i£ ih< mm ru'.ldioui 
THc_LABel OF TH^ MAKERS THUS THE 

S20 -^ S25 



STORE OPEN EVENINGS. 



THE INTRODUCTION OR ARGUMENT 



33 



Sadggr's Sundai/Meifs 

Jake the ^aSywithj/ou 
/fext Sunday 

your Saby m Our (Jocart 

Wc are the only people here who. 
sell the celebrated Whitney Gocart. 
This little vehicle has more than 
half a century of experience back of 
it, but it is several seasons ahead 
of other makes, many of its- best 
features being patented 



men — a faculty that cannot be reduced to rules or 
elements, according to the requirements of an exact 
science. 

There are many principles in advertising that are 
of a general nature, and these gathered together may 
be called rules, but those that will always apply, abso- 
lutely and arbitrarily, would be found to be few indeed. 
To be always truthful is a hard and fast rule, but there 
are times when dishonest advertising seems to be suc- 
cessful. When persisted in, dishonest advertising will 
be found to be unstable and unprofitable. One false 
statement may lead to losses little dreamed of. It is 
hard to believe a man whom we know has told one lie. 
We are afraid to believe him. 

Don't swerve from the truth. Don't waste space, 
time and money in trying to make the public believe 
that an article worth only fifty cents is really worth a 
dollar, and that you are selling it at half price. It may 
be good value at fifty cents, but it is folly to put a fic- 
titious value upon it to emphasize its cheapness. 

Many men, many minds. The same advertisement 
will not sell a thing to all possible buyers. What attracts " 

one man may have no attraction for another — all the more reason for thought in every 
advertisement, and a different argument every time an advertisement appears. 

Don't be funny in your advertisements. Here is an example of how not to do it that 
recently appeared in a large advertisement: 




Whllney Improvetnenla 01^.00 

rhie loldlog street car Gocart fZ.OO 

91.T& 

isnioD. It IB onaU aod 

gadget furniture Company 



PETTICOATS 

What about petticoats— as pretty as silk, 
and not a thread of silk in them, is what we 
say about as pretty a line of petticoats as 
any bald-headed man would like to look at. 

.. 4 4 4 4 I 4 ♦ 4 » > ♦ 4 » 4 4 4 » 4 4 4 » 4 4 4 4 4 4 .. 



The last nine words of that argument kills the whole advertisement. No respectable 
woman but would consider that a direct insult. Bald-headed men might laugh over it, 
but then they would not buy a petticoat for the purpose of having it to look at. The 
women are the buyers of these articles, and the advertisement should be directed to them. 
The argument should be framed to appeal to them. Not one woman would be influenced 
to buy from that advertisement, and many would be afraid to enter the store and inquire 
for them, for fear the salesman might be as familiar with her as the ad-writer was. 

There should be no necessity for a statement like this: 

"When you want reliable footwear buy them of a firm that is 
reliable. We do business on business principles and treat our 
customers square." 



If a merchant does not do business on business principles and treat his customers 
squarely he will very soon find that he has no customers. 

Here's another example of an advertisement that appears very frequently under 
different guises: 



34 



HOW TO ADVERTISE A RETAIL STORE 



"When you want clothing be sure to 
get our prices." 

Why not describe a line or two, and quote the prices? It would be more business-hke. 
Here's another: 

"We sell Brown's hats — 
We need say no more." 



'Good Boys deservt 
Good Clolhet •' 

— Beau Bntmmetl 



Why need there be nothing more said.'^ Are Brown's hats so well known that no 
reader of the advertisement could be given any further information.? Are Brown's hats 
all the same style .'^ Are there never any new styles in Brown's hats.'^ Granted that every 
reader of the advertisement had heard of Brown's hats, don't you think it would have 

been using valuable space to better advantage if the 
advertiser had tried to induce someone to buy an 
extra hat.? 

People will read the striking, stirring, nervy, 
pithy, attractive advertisements first, and leave the 
prosy ones out alto- 
gether. They will no 
more read a prosy ad- 
vertisement than they 
will read a prosy book. 
Attractiveness and 
pointedness are abso- 
lutely indispensable in 
advertising. 




A Boy's ambitions are fostered by 

Good Clothes. 
Nothing IS better worth while than 

to help a boy think well of 

himself 
Good Clothes will help some Ours 

are of that kind-well made. 

well fitting, full of character 
Prices based on quality not on 

"cheapness." 



Boys' Overcoats 
«7 50 to *25. 

Short Pant Suits 
»2.50 to MO 

Long Pant Suits 



'5.00 to »18. 



Ch'dren's Reefers 
and Overc'ts 
•a.OO to MO. 

Ch'dren's Russian 
Sailor Suits 
»5 00 to »10. 



US H?. iI9 N\Ci)UtU 
"At I he Sign o/ lie Triangle" 




lEeBrelsfordShoeCo^ 

419 Austin Avenue. 



In the advertise- 
ment of Browning, 
King & Co. we have 
a fair sample of an ad- 
vertisement that is 
most likely to be read. 
It is true, there is no 
headline to center at- 
traction, but the sen- 
tences and paragraphs 
are broken and look interesting. Did you ever pick up a story book to wile away a 
minute or two.? If you did, you have very likely paused at a passage in the book that 
contained a number of short paragraphs, indicating a conversation. You have perhaps 
read these short paragraphs, and when they ended and a long prosy one appeared you 
turned the page over to see if there were not more pithy parts to the book. It is the 
same with readers of advertisements. They skip over the long prosy ones and nibble at 
the short and interesting looking ones. 

In the Brelsford Shoe Co. advertisement here shown there is nothing to make a person 
want to go there for slippers or shoes. There is no price given at which the slippers 
mentioned can be purchased. There is no idea given of what the "newest creations" 
may be. Such statements have become so hackneyed that they convey no meaning 
to the reader. They are looked on as being merely a matter of form. There are no 
arguments given why "the maidens who skim the ballroom floor and trip the light fan- 
tastic toe" should "turn down" the stores where they usually buy to try the footwear of 
The Brelsford Shoe Co. This advertisement is artistic, it is pleasing to the eye, but it 
is not likely to sell many slippers. 

The merchant .should use all his brain power in evolving new ideas for his arguments. 
He should always be aggressive. He shouldn't wait until some other merchant comes 
out with a brand new idea and then steal it, and cook it over for his own. It is always 



THE INTRODUCTION OR ARGUMENT 



35 



well to adopt ideas and adapt them to his own use, but he is likely to run short on some 
of them. With ideas of his own, the retailer is ready for any emergency. 

Remember, that one advertisement won't make prosperity. Nor will persistent use 
of space in the paper make business. It isn't the use of space that counts in the effort at 
business building. It isn't the large claims with hopes that results may follow. It isn't 
bombast or assurance or talk that does the business. All of these have their places in 
advertising, but the one thing that is essential is honest business purpose. 

In the Strange & Skinner advertisement we have a style of argument that is only too 
common among a certain class of advertisers. When they cannot talk intelligently about 
their own goods they belittle those of their competitors. This does not pay at any time. 
A competitor should never be mentioned in a merchant's advertising. It is not dignified. 
It is not sensible. It is childlike. It is idiotic. 

Thinking people will say: "That firm is being hard hit by some competitor," or, 
"Some firm is cutting into their business pretty deeply or they wouldn't advertise like 
that." Readers of newspapers are pretty keen to note these things. They are quick to 
find a motive for every move a merchant 
makes. It is not advisable then for a mer- 
chant to leave loop-holes of this character 
in his advertisements. 

If Strange & Skinner had taken one 
particular shoe and written an advertise- 
ment around it, made it appear of extra- 
ordinary value, in both quality and style, 
they would have got more returns from 
their advertising expenditure. 

The introductions in the Browning, 
King & Co. advertisements on page 36 are 
all good. They are all reasonable and 
readable. They are argumentative and 
business-like. 

These advertisements are good and no 
doubt were business bringers for Brown- 
ing, King & Co. Note the trademark and — ----««--- ~™.=«^— - ...«.o=,«~~< 

the quotation from "Beau Brummel." These are a feature of all of this firm's adver- 
tisements. The outline cuts are used merely as eye-catchers and are representations 
of that famous "beau" whom they quote so freely. 

An effort to give the people what they want and an effort to tell why they want it, why 
it will wear or satisfy, why it is superior to that made or furnished in the past, why it is 
cheaper at the present prices than some articles that are sold for less should be the adver- 
tiser's sole aim. All these are points that will give the advertisement that tone which will 
gain the confidence of the people, the quality which will make it appeal to the sense of 
economy or high value, the worth that will make it profitable to the man who has paid 
for and promoted the advertisement. 

The advertiser who knows when to talk, what to say, and how to shape his 
ideas is not the one who is uncertain about the value his advertisement is going to be to 
him. 

Every store has some goods that no other store has. Perhaps the goods are of higher 
quality, or of a more reliable make, or bought at a lower price, and are consequently being 
sold at a lower price. Whatever the superior points, whether of store or of goods, these 
should be exploited. The facts should be honestly stated, and reasons for the facts given 
as concisely as possible. Let the public know about these things. You may know it, 
but if you don't tell it no one else will. 

The argument should be set in Roman type — that is, the ordinary style of newspaper 
type. It should be larger, of course, for the eight-point type, which is usually used 
in a newspaper's reading columns is not large enough to be attractive. A large open 



There ore plenty of other rlenlers who 
Bell Threc-Pift;t Shoes, but (bey don't sell 
"Our Kind." 

Every one of them Irishes he did— 
WlyJ 

Although $3.50 Shoes are ss plentiful 
as birds in the sir in unlikcness they nre 
wonderful Some arc worth $3.50 some 
of them «re worth ju3t about $2 75. 

Our J^inci 

Jire idorth TTfore than 
XJ/iei/ Cost 

An.r m^n c»n PROVE that to himself 
by tisiiig his eyc.f and b> asking men who 



We Stand by Vhis ^ssortion 
ipfyatnst Jill Comers 

The new Sprinp Styles in Kid, Call. 



St 



ranffe 



&Sk. 




inner 



THE DESCRIPTION OF THE ARTICLE ADVERTISED 37 

face on a ten-point body can easily be read, but when space permits a twelve-point face 
is much more preferable. 

Sometimes the first two or three lines are set in twelve-point and the following in 
eight- or nine-point, as in the following argument: 



Comfort and durability in shoes are 
first consideration with people careful 
about their health; and they are our 

first thought in designing our shoes, no matter how 
low the price or how dainty the design, ilnd the 
stocks of shoes that we have here at the present 
time prove that these qualities need not be costly; 
nor need they be absent from the smartest and 
most stylish shoes that are made. 



CHAPTER YHI 

THE DESCRIPTION OF THE ARTICLE AD^^RTISED 

SOME merchants seem to think that the important object to be gained in advertising 
is to let the public know that they keep certain commodities for sale, such as shoes, 
hats, clothing, etc. They do not think it is necessary to tell the kind of shoes they 
have. They just say, "Shoes," and expect the anxious public to rush in and buy. Some 
will add a claim to have "the largest stock at lowest prices." That in itself isn't much 
of an inducement to the public. Each purchaser may be presumed to want only one 
pair at a time, but they want a certain kind. They have made up their minds before- 
hand as to just what they want. When a merchant's advertisement shows the reader 
of it that he will likely find the kind he wants at that store, he will go there to see. If 
he finds what he wants he buys it — if the salesman is a good one he buys an way. 

There are usually several merchants in a town handling the same kind of goods. 
If one merchant has an especially good article he will gain the confidence of the public 
by telling something about it. If he has exactly the same line as his competitors he can 
make the public think that his line is better by fully describing it. 

"We have Groceries for Sale" is a better advertisement than none at all, but it is 
practically valueless. If to this information the merchant says, "Our Groceries are 
Good Groceries," he is adding value to the advertisement. If he adds, "Our Groceries 
are Low in Price" he adds more value and information. But take the whole and what 
have you.^ Simply a statement that every dealer in groceries in the United States will 
make about his wares. 

Suppose the shoe merchant makes an offer of 

Ladies' Tan and Chocolate Gibson Ties, Six Large Eyelets, 
tied with Broad Ribbon Ties, made by the Famous Goodyear 
W^elt Process, Perfect Fitting, with Spanish Arch, and Cuban 
Heel, $3.00. 

Now, every woman who reads that advertisement may not want Gibson ties, but 
they do want descriptions of goods. They like to read about them. If it wasn't for that 



38 



HOW TO ADVERTISE A RETAIL STORE 



A Trouser Sale. 

$2.75. 



We won't go Into details as to the values, 
'etc Every pair Is wdrth considerable more 
than the price, and this means a big saving to 
you 



These trousers are on separate tables, and 
sizes are conveniently assorted, and many of 
them are made odd by the coats and vests 
being ^old from the suit and the $2.7; price 
will make them readv sellers. 




trait in women half the fashion journals would have to go out of business. Then 
the woman who is needing shoes of any kind who reads a description like that will say 

to herself, "That's a pretty style, and if they have those they are likely to have , 

just what I have been wanting for ever so long. I'll go there and see anyway." That 

is the style of reasoning that is done, 
and the man who describes his natty 
styles will get the reputation of 
keeping nothing but natty goods — a 
reputation worth thousands of dol- 
lars to any merchant. 

Some advertising experts say, 
"Tell your story quickly, and allow 
plenty of white space to make the 
advertisement stand out." That is 
very good advice, but the trouble is 
some merchants carry it to extremes. 
Lengthen the sentences, and sacri- 
fice white space if necessary, for at 
any cost the advertiser should make 
himself plain. The advertisement 
may, as the result of a little crowd- 
ing, be a trifle less conspicuous, but 
it is far better to convince a few than 
to mystify a thousand. 
In the advertisement of the Capitol Clothing Store we find an excellent display. The 
use of white space brings out the advertisement very nicely, but it is an advertisement 
without description. 

"Trousers, Extra Value, $2.75," is really all we are told about them. If in place of 
some of the white space so lavishly used there had been a few words of description, or 
details, the sale of trousers would surely have been greater. 

Advertisers should never lose sight of the fact that they are trying in their advertise- 
ments to show people why they should spend their money for certain goods the adver- 
tiser has for sale, rather than go elsewhere for them. This is a far harder thing to do 
than many seem to think. Let us ask ourselves whether we buy articles unless we are 
pretty sure of what we are getting.'^ No, we do not. Then, will others.^ No. The 
advertiser then must be explicit. 

If the merchant who is about to advertise will place himself in the position of the 
people he wants to attract, the result will be that he will prepare his advertisements much 
more carefully and convincingly. 

Bald statements do not belong to present-day advertising. It might have done a 
dozen years ago, but the present-day advertiser has to get a mental move on him if he 
wants to interest the masses. That's it — to inter- 
est the masses. If John Smith has anything they 
want and will sell it for little money they are in- 
terested at once. But other merchants, as well as 
John Smith, are trying to coax them to buy, so 
John Smith must do something more than they. 
He must convince them that he is not only selling 
at the low price, but that the article is better 
value. 

Don't say your goods are "the best in the 
world," for that is a bald statement, and of no value; tell the people why they are the 
best. 

In the Dominion Umbrella Store advertisement we have a very good examj)le of an 
advertisement containing nothing but bald statements. If the word "shoes" should be 




UMBRELLAS 

To suit all tastes and 
all purses. Thousands 
to select from at all 
prices. 

THE DOMINION 
UMBRELLA STORE, 

139 ST. PETER ST. 



2305 ST. CATHERINE ST 

Umbi-ellaa Ra-Oovorod mnd R»itmlr»il. 



THE DESCRIPTION OF THE ARTICLE ADVFJITISED 



39 





mJm/i 



1il'l;l>'lhd'l,HimiLimii 



29-31-33 South 5th Street. 




substituted for the word *' umbrellas," it would make just as good advertising for a shoe 
store as it did for the umbrella store. 

The Winslow & Ruff advertisement is another style of advertisement that is often 
used by retail merchants. The advice given is good. The illustration is good. But 
one has to look pretty closely to find out what kind 
of a store is making the offer. That is found in 
the name-plate if anyone should care to know. 

The R. H. Edmunds Co.'s advertisement is a 
sample of the advertising that is being done by a 
great number of country merchants. They try to 
tell their whole story in one little advertisement. 
They think it necessary to mention the fact that 
they have a stock of hosiery, handkerchiefs, neck- 
wear, negligee shirts, underwear and hats as well 
as clothing. The advertisement thus becomes a 
mere catalogue or list of the articles sold in the 
store. There is not room enough left for descrip- 
tions and they are omitted. 

These merchants forget that if one style of hat 
is advertised that it is a clear indication to the 
reader that other styles are also to be found 
there. If neckwear is advertised one naturally 
supposes that shirts, collars, underwear and such 
like articles may also be found in the same estab- 
lishment. 

The whole advertisement is merely a business card with a few commonplace generali- 
ties thrown in by way of adornment. 

If you study the advertisements of the largest retail houses in the world the first thing 
that such a study will show is that they go into details regarding quality, make and price. 
A person must be interested before he will buy, and he cannot become interested until he 
gets a clear idea of what it is the merchant has for sale. 

Here are a few thoughts expressed only recently by 
one of the highest salaried advertising managers of 
one of New York's largest department stores: 

"Description of goods will bring more people to a 
store than prices. 

"People of a better class come to see the offer- 
ings. 

"Unless the advertiser knows his goods and values 
he is in danger of over-rating the value in his adver- 
tising. 

"Advertising description should tell humanly in- 
teresting things about the goods. 

"The greatest amount of fact must be compressed 
into small space. 

"Description must be interesting as well as reli- 
able. 

"Description must stimulate interest. 
"Merchandise must be described in a bright, 
snappy way. 
"An examination -of store advertising day by day will show a great deal of description 
that does not describe the goods. 

"Adjectives cannot be substituted for information. 

"Advertisements should educate the public in grades of goods and real values." 




FOR MEN, YOUTHS and BOYS. 

IT PAYS TO PUT OUB KIND. 

The man we are looking f<ir is the one who finds it 
hard to find just what he wants. To such we sav 

MAKE YOURSELF AT HOME 
in our "Right Dress" shop, and we feel sure you 
will find just what j'ou are looULns lor. We feel tliis 
is tj'ue with every man's, youth's or boy's w'ant. 

IN ADDITION TO OUR CLOTHING 
we want you to inspect oiJir siiperb hues of 
Hosiery, ' Neghgee Shirts, 

Handkerchiefs, Underwear, 

Neckwear, Hats. 

m R. H. EDMUNDS CO. 



40 



HOW TO ADVERTISE A RETAIL STORE 



These are the convictions of an expert, one who has not only had experience in one 
store in one city, but in many stores in many cities. He says that "descriptions will 
bring more people to a store than prices," but by combining description and price the 
maximum of pulling power has been reached. 

Not long ago an advertiser set forth in an advertisement nine separate bargains. 
One of them was "Velvet Slippers at 19 Cents Per Pair." The advertisement read 
simply : 



^^-f- 



VELVET SLIPPERS 

19c. 



.K 4 ^ ^ 4 ^ » » t ^ 4 



-♦--- 






^ Genuine 




Panamas w*rt i 
sliippcd : 



?ontli Aincrica b> llic 

om scthifK vliem to yd,,' for a Uird Jcsrt'hl.ra"ked''by' «' 
cln^ne V,at d.altrs Jor Ihe v«^ sah'.e, .^ualily-tHir price 



ru,d 0|). 



' 01 tl,i- sijlos Tlic flilicr shapes ore 
>« (wrili roped crrasrd crowns) Thi- 
I'd blo^cd ready to b( worn 



One pair was sold. Is it any wonder .'^ There was no description at all, except so 
far as "velvet" would describe. The public were allowed to guess whether they were 

men's, women's or children's; whether they had 
leather soles or string soles; whether they were all 
one size or whether there were all sizes. The price 
was ridiculously low, but it did not draw trade for 
the slippers. If an adequate description had ac- 
companied the price there would have been few of 
those slippers left by the evening of the day upon 
which the advertisement appeared. 

Contrast the advertisement of S. N. Wood & 
Co. with that of Colman's, In the one we find a 
full description of the styles, following a very inter- 
esting introduction. The man who needs a Pana- 
ma would be interested in that advertisement. 
His curiosity would be aroused by the interesting 
information about these particular Panamas, and 
this curiosity would most likely lead him to investi- 
gate the offering. In Colman's advertisement the 
bald statement is made that "we are selling a raft 
of $5 Panamas." This might lead a man, who had 
already determined to buy one, to go to Colman's 
for it, but it would never force investigation from 
one who had not already determined to buy. 

A merchant cannot write a trade-pulling advertisement unless he knows the goods he 
advertises. The salesman who makes it a point to know about the dyes in coloring the 
cloth, or about the weaves of the goods, or about the reputation of the makers of the 
article, will sell more goods by telling his customers 
what he knows about the material and explaining to 
them why the line he offers is better than that offered 
by others. It is the same in advertising. Tell the 
public all about the wares for sale, and the sales will 
go up. 

Advertising is coming more and more to be re- 
garded as salesmanship. The advertiser must study 
to tell the reader just the proper points to make him 
interested. Then when he calls at the store and ex- 
amines the article, and finds it as represented the sale 
is concluded. 

Smith & Climie have produced here an excellent 



S^\^Opi;CO- 



Mail Orders 
' Filted 
Same Price 




COLMAN5 



'^'If'^ Ha^t Stores^^iA^ 



THE DESCRIPTION OF THE ARTICLE ADVERTISED 



41 



Smith & Cumie 

"The store that .tticks to fa'ts" 

A Business Stroke 

pot* S^**^wd pellows. 



A STROKE WHEREBY YOU SHOVc 
** dollars down into your poeket on the purchase 
of a suit of ){ood elotlies. The next week will be de- 



voted to special Belling of good clothes at this store, 
and it's an opportunity no really shrewd man will 
iRnore. Tlie prices and vplues which constitute the 
magnetism are such as will convert the moat extreme 
pessimist into a believer of "S. & C." facts. These 
clothes are new and stylish. The valued, you'll not 
question. Be an early visitor. You'll get just what 
we advertise. 



$1000 M E N'.S SINGLE 

/*r • breasted saita of medium lielit liray 



x)d quHlity twilled Ba:«eo. She 
' padded and built broud and re 
ery cloie tittine and lapelp li 
idth. Theae «10 itiit^ we p|.ic( 



r'..i" T ^ 

|9 50 LIGHT GREY SLM- 

at comforfe eake. Trimininna are of eupenor 
uality. Fabric iB of the faahionable hom'^anua 
rder with the natty black overUake aad -• •)■; 
marls.r"!,.. The^ «« .M) auils we an- /. 

$12.00 SUITS MADE FROM 
$11.50 SUITS OF DARK 

^ ' trav liomeBDun with neat BtrioB. These 



k« trtvel. Well lined 



huh K»de 812 B 



Jiroueliput, bettridh! the f 



Shotil()er8 are broad and finiceful giving t 




advertisement, one that is bound to sell goods. The 
honest intention of this firm is evident from the whole 
tone of the advertisement. The descriptions are 
given in a popular way, all technical terms have 
been discarded, and there is an easy smoothness in 
the reading that invites the reader to read on. Ad- 
vertisers will do well to study this advertisement 
carefully and use it as a model from which to pre- 
pare their own. 

The advertising columns of the newspapers are 
being conned eagerly, day by day, by readers, and 
they really vie with the news columns in interest to 
the public. People are getting into the habit of 
looking for store news as for anything else, and even 
men who sneer at their wives for their habit of 
bargain hunting, find themselves unconsciously run- 
ning over the advertisements to see what induce- 
ments are being offered in shoes, negligee shirts, 
clothing, etc. 

Talk is cheap, so give the public facts. Encour- 
age them to look for your announcements by refusing 
to cheat them with blandishments, funnyisms, gener- 
alities, bald statements, or other substitutes for actual 
information about your goods or prices. 

Aim at educating your constituents in regard to 
your store and its goods. A flaring announcement 
will not accomplish this; neither will general ad- 
vertising of the most modern type. You must inter- 
est people by making definite statements about the 
goods and prices. If you try to tell them everything 
in one advertisement they will remember nothing. 

Pick out specialties that are representative of their special class and push them from 
time to time. Remember, also, that it is not mere cheapness that catches people. You 
have to convince them that you have what they want, better, as well as cheaper, than your 
neighbor. 

The public have grown very discriminating, and it is surprising how familiar people 
are becoming with the stocks of the local merchants and how readily they recognize 
their relative merits. 

Women will read descriptions of articles by the page, but men are not so ready to store 
away such knowledge for future use. In writing descriptions, then, of articles of men's 
attire, or for men's use, they should be shortened as far as possible without impairing 
the picture that is intended to be conveyed to the reader's mind. 

A good rule to follow when in doubt is : Describe the article fully, in popular language; 
technical terms are not known to all readers. 

The J. R. Libby Co's advertising man knows how to set forth the firm's offerings in 
a most tempting manner. This advertisement is worth studying. The manner in which 
the wording at the bottom and sides of the advertisement appears is open to criticism. 
They are rather disconnected when taken separately, and one has to study them out a 
little before one becomes convinced it is the intention of the firm to have them read con- 
nectively. 

These side-heads, or whatever you wish to call them, are used in most of this firm's 
advertisements. They are used presumedly for the purpose of telling in black-faced 
type the gist of the whole advertisement. The effect is sometimes startling. Read in 
the right hand column about the millinery department and connect it with "Tuesday 
at 12^c." Rather incongruous, isn't it.? 



$13 00 20th Century Brand of Men's Tailored 

TT Suits made from fancy atripe worsted and lined with matched 
mohair. Theae liarmenta are eo thorouRhly constructed that thev will 
bainuin their ahapelineas until worn out They will not 4 r\ VS 
break down the front nor pulf at tlie shoulder. These »13 1 IJ 
Baits should not last lone at ...',.... X\/» 



we haven't the full range of sizes and cannot 
guarantee these values for any specified lime. 
The only sure way to reap ihis benefit is to let us 
clothe you to-day. 



S.AC. 



42 



HOW TO ADVERTISE A RETAIL STORE 



t2Hc SpUndid Sal* af WMu 
Mtretrixtd Xtfaijung4 and Vm- 
ing-r and Urm Coodt Tut-tday. 



Whit* 

Sale 

Tuesday, 



Tueiday. 



White 
Goods 
WHO. 



TardB 
It 12ViC. 



Ibrcer< 
-ised 
Goods 



Details of the Sale, ny^ii. 



desirable gocxli 



J. R. LIBBY CO. 

Matchless Sale Tuesday. 

/2ic H^?F^i^ I2lc 



50, 39 and 25c M»rc*ri*ni 
Whitt and Fancy ttfo-O* Coodt j 
Tuesday at i2Hc\ 



ilternatlng wU 



WMie ColM Spots. 

Inimmerable Wmcm and flnlnhM. 

Jusl tht roods lo make up (or earl/ 
Bprlin Walau. SKlrla, Sulli and Chil- 
dren V Dreaaea. 

Not a piece in ihe Six Thousand 
yarda norm less ihan ZSc a yard. 

More of them worm He and SDc. 

ALL NEW. 

1 w«» In our store 
( Tuesde/. 12Vi« 



TERM* OF THE SALE. 



CASH 






.because In tbe ruah for 



Tuesday. 
No Samplea 
Plep 



eA-ou 
.ntpar 



CoriVpanlorlnff 






favorlilan.) t 

Sales people to 



liling^ 2» 
ue <tancy 



tOc qualily 



Firm, Washable Oooda. 

Women's Suit Department, 

TUESDAY SALE. 

Mo. Elder Doiru Drettlnj Sacques, 



The most important sale we have held this 
winter. More value for the money than in any 
previous sale. 

Six Thousand Yards Mercerized Voile, White 
Satin Brocade, Striped Lawns, Nouveautes de 
Champagne, Highly Mercerized Oxfords, Canvas 
Weaves, Coin Spots, Open Work Lace and Satin 
Stripes, Lawns and Muslins. Most of the lot are 
white, maybe one-third have colored spots, stripes 
of figures. 

50, 39, 25c Dress and Waist .Goods, Price 

Tuesday, |2ic 

The Bargainist Bargain of the year. 

See them in windows Nos. 4 and 5. 



%Z.M. One lot Kerssy Coata I 
■ ■ 6 years, loo 

ly trlmme 
Itching. Price 
and .lio.or - 

made of fine all 
. Cloth. Eton Jacke. 



O.OO. Tuesday at *2.«a 



Jlotb. Eton Jacket and 









ea* Bloufe Coat 

and piping, el' 

oalit. salln line 

es. Were »16.0 

»il 

Short Jackets < 



Cblne and Taffeta, lucked fronts ; 
back, mostly black. A fev In light 
blue. Were $15.00. |T iO and «6 00 
This aaJe »2J8 

%2M. "West End" Waists, made of 

bes' all nool Oronlte Cloth, 
white, red or black. Were I&.50 and 
$6-00 Tueaday at %ZJSS 

t^M. One lot Raglsrtis and Boln 

Coats <or Women, small sizes, 
Oxford gray and mixture. Were 
$12,06, $10 00 and $7 to at »1,98 



TwoEleotrJo 6«al <oata« .s 

Wera $50 and $40, Monday a 

All other Suits and Coats 



Velvet Sale Monday. 

39o. Fancy \VI\et9. nieta! prtnta. 

broidercd dots, black. br< 

blue and red grounds, \^Uh white i 



for 



n navy blulb 
en, Kapoleoti 
and Boys' 



Suits, \vere T5r. Monday at 390 

Also Broadtail Velvet, brown, hlack. 

kind, Tuesday at 39o 

Remnants and Odd Pieces Sitk face 



39c and 49o 



Elegant f. 
ay at 
$12S BUI 



Millinery Department, i 

We are having a Special Clearancs 
Sale of Uats and all manner of Ullll> 
nery. to make space for New Spring 
MlUlnery. 

Trimmed and Untrimmed Hats Be« 

Bed Tag Clearance Sale ot 

Furniture Continues 

One Week More. 

eiG BARGAINS LEFT. 
Iron Beds, |14£0, were $13 and $2I>, 



Brass Beds. $,24X10, were $30.00, 
Parlor. Tables, S3,50, nere $< 7S, 
3 piece Parlor Suit. $20.00, was $25, 
Fancy Rockers. Dining Chairs *a4 

Tables, Sideboards. Bookcases, 

Jardiniere Stands. 39o; Iroa Bc(l< 

I2J8; Cou. hes. J5,00, 
Our Pr. 



White 
iVoUe 



Whit* 
OuiTas 

WsJstiBf. 



1*^ 



iriBdow 



China. Japanese 
Wednesday, Feb. 



argain Sale of Fancy 
Ware will opsil 
22, .1 $M eViMk a. 



in White 

Mercerised 

Ck>od8 



Tuesday 
Ev|Br 



In Portland, 

> and 25c Goodf 

for 12»/2C. 



CiMvlot 
12i/,c. 



Read over any of the descriptions and see if you do not have a picture of the goods 
before you. That is what description should be — word pictures of the goods offered for 
sale. 



CHAPTER IX 



PRICES 



THE most interesting part of any retailer's advertisement is the price of the article 
advertised. Unless the price is mentioned its value cannot be compared with 
other articles. The article may be so glowingly described and so forcibly praised 
that one reader out of ten may be able to judge its real value. The other nine may place 
its cost much higher than it is and decide that it is not within their means. Purchasers 
should be told the price — it is necessary if values are to be compared. 

Advertising means telling things, giving information, all the information. There are 
some merchants who are evidently of a different opinion, and who believe in telling some 
things and leaving others untold until they get the customer into the store. Perhaps the 
idea of only telling half would be all right if the advertisement would bring people to the 
store, as easily as the telling of the whole. But it will not. It will interest some, while 
others who are looking for just the information omitted will go to the store that adver- 
tises the full information about its goods. 

It is telling things that really brings the public in search of the articles they have been 
told about. That being true, as much information as possible should be forthcoming in 
a merchant's advertisement. 



PRICES 



43 



. Nickel Plate 



307 NICOLLET AVE. 



Telling things pays. 

The more one tells the more one sells. 

Other merchants there are who like to describe their wares fully, but would rather 
have the price left out. They say, "The price is pretty high, and folks might think it 
was too dear, and not come to the store to see the article at all. If they come to the store 
we can show the good points of the articles, and their good qualities, and then the price 
won't seem so high. Then again, if we can't sell them that article, we can, perhaps, sell 
them another and cheaper one." That manner of 
argument sounds right, but it is really wrong. 

To become interested in the description of an 
article, only to find in the end that the price, one of 
the most important pieces of information, has been 
omitted, is, to say the least, disappointing — and it 
is suspicious, too. "The price of that must be 
away up "will be the first thought of the reader, who 
is not likely to seek further information, while under 
that impression. 

But suppose they are sufficiently interested to 
seek the article, only to find that the price is be- 
yond one's means. The result is likely to be more 
than disappointing. One cannot help feeling that a 
trick has been worked, and every one hates to be 
tricked. Certain it is that the next announcement of 
that merchant will be given but scant attention. 

In the advertisement of the Nickel Plate the price 
is emphasized by being set in large black-faced type. 
The prices stand out in a manner to attract atten- 
tion. The descriptions are meagre and barely state 
what the offerings are. The prices, in this case, 
might better have been set in smaller type and the 
descriptions been made more complete and tempt- 
ing. It is hardly necessary to display prices in such 
large type unless they are bargain prices. Even then 
one or two prices displayed are sufficient. Once 
attention is gained by an advertisement it will be 

read without 
further urging. 



Come to us 

for your 

FALL 
SHOES 

Here you will find ihe largest 
stocks, best styles, newest lasts. 

$4.00 

)me new lasb, < 

$3.50 
$5.00 

weights. But- 

$3.50 

Heal-.h Shoes. 

$4.00 



ir/a 0o<»<»— Handsome new lasb, 
I in dnU calfskin and 
vie: kid, per 
pair 

Sea our Laird Schober 
I calfskin walking boots, 

lace and button, swell. . 

Patent Colt Boots. Fall weights, 
i ton, lace ^nd blueher 

Btylei. Smart effects. 



For Man—The Ralston Heal 
Warm, waterproof, 
winter w»ight 
Styles 

' Staey Adama leather lined, box calf I 
and vici kid. fall weights. Most satis- 
factory shoes made— 



$5.00 



New shapes and new lasts in dull calf- 
skin and patent colt 
blueher. button and 
lace styles 



$6.00 

sts in dull calf 

$3.50 




NlCKfeLpLATI 



307 NICOLLET AVE. 



Nowistheacceptedtimetoputinthat order for a Dress 
or Tuxedo Suit at Swift & Son's- for three reasons: 

\, January is practically the beginning of the social season. 

2, In January our tailoring department is in a condition to ensure 
prompt delivery . 

3. In January a decided saving can t)e made in price. 



In the Swift 
& Son's adver- 
tisement we 
have an illus- 
tration taking 

up, in the original, five inches across two columns, 
and the advertisement below it informs us that 
January is a good time to purchase a dress suit or 
Tuxedo suit, because in January a decided saving 
can be made in price. If Swift & Son are offer- 
ing $50 dress suits for $40 it would be much bet- 
ter policy to say so than to beat about the bush in 
the way they do. Even if they are advertising $50 
dress suits at $50, it is better to say so, and at the 
same time tell why they are desirable at that 
price. 

No store ever lost its dignity by advertising 
prices. If the prices are honest prices any store 



44 



HOW TO ADVERTISE A RETAIL STORE 




The Best Suit 
Values in Town 



may state them with dignity. In fact, honest prices lend dignity to any store's adver- 
tisements. 

Price is one of the most important things a reader wants to know about an article. 
No one buys anything without first getting the price. More than half the merchandise 

sold is sold on account of the price alone. As long as 
the price is low — and the purchaser must decide that — 
the sale is made. 

If the price is too high, the merchant should lower it. 
If the price is right, there is no need to hide it. On the 
contrary, he should place the quality before the people so 
that the price will seem a reasonable one. 

If the quality of an article advertised is sufficiently de- 
scribed, the price should follow, for price in itself is a 
power, but when its influence combines with that of qual- 
ity, style and make, an incentive is presented to the mind 
of the reader which persuades and leads to a definite con- 
clusion. If the mere name of the article is given with the 
price tacked on of course half the effect is gone. 

Quoting a high price never yet lost a customer. If the 
price is too high, whether it is stated in an advertisement 
or by a salesman, the sale will not be made. If the price isn't quoted it is taken for 
granted by some as a pretty sure indication that it is too high for the article described. 
A low price is undoubtedly a trade bringer, but one can't always be quoting bargain 
prices. If he does, people will soon put him down as a 
Cheap John — or a liar. 

It does not hurt any business to quote high prices on 
high quality goods. People expect high class wares to be 
high priced. They are usually willing to pay a good price 
for a good article, and will do so without quibbling over 
it. But it is not policy for a store catering to all classes 
to advertise high class goods all the time, for then the 
store may gain a reputation of being high-priced. Such 
an impression often prevails where there are no real 
grounds for it. By advertising high class goods part of the 
time and the lower priced varieties at other times the 
store gains a reputation of being large and of carrying a great range of values. When 
advertising high grade goods the quality of the article should be particularly empha- 
sized, and when advertising cheap or low grade goods the keynote of low price should 

be sounded loudly. In the Scotch Tailors' advertisement 
we have an example of an "eye-catcher" made by the 
prominent and peculiar character of the price. It would 
catch the eye from any portion of a densely printed page. 
In the Mullen & Bluett Clothing Co's advertisement we 
have a form of quoting prices that is seen very often in both 
city and country papers. The same idea is carried out in 
the Strange & Skinner advertisement, only the prices are 
printed in the same size type as the body of the advertise- 
ment. 

In quoting prices the merchant should be specific. He 
gains nothing by quoting prices that are practically mean- 
ingless. Suits at $10, $12, $15 and $18 are quoted in the 
Mullen & Bluett advertisement. The same quotations 
may be found in any paper that you may pick up. Most clothing stores carry suits 
that sell at from $10 to $18. The same may be said of school shoes al $1.00, $1.25, 
$1.50 and $2.00 that are offered by Strange & Skinner. 




$I0JI2. $15. $l» 

■ On DUptay rn Our 
Corner Window* 



Mullen & Bluett Clothing: Co. 




PRICES 



45 



In advertising a retail store it is always the best policy to advertise some specific line, 
give a full description and quote the price. If the advertisement occupies suflScient space 
more than one item may be specialized in this manner. 

If it is a shoe store that is advertising a school shoe that is particular value at $1.50, 
any man or woman with common gumption will know that the store carries other grades 
of shoes. More than that they will know that the store handles men's and women's shoes 
also. If the shoe dealer fears that the public will believe he has only one grade of school 
shoes he might still advertise his $1.50 grade as a type of his school shoes and add "other 
grades $1,00 $1,25, and $2." He might also tack on to his name the phrase, "The 
Family Shoe Store." 

By advertising a different line each time the advertisement appears he can thoroughly 
advertise a larger number of articles than he can by merely mentioning a long list of arti- 
cles and quoting prices that are meaningless without adequate descriptions of the articles 
listed. The larger portion of the readers of any merchant's advertisements are people 
who read the papers regularly and who read the advertisements as regularly as they read 
the papers. It is likely then that every advertisement is read, and where articles are 
fully mentioned and priced the stock soon becomes fairly well advertised to every reader 
of the paper. 

Advertising meant to appeal to the better classes need not proclaim the price in quite 
the same manner as that intended to reach the eyes of the class in which price represents 
the important factor. The better class of people appreciate beauty, quality and style 
as the first essential; then comes price as a secondary consideration. The other class 
regard the price first, and then the quality. They have just so much money to spend for 
a certain article, and no matter how much they would prefer a higher priced one they must 
.purchase the one within their means. 

In advertising special sales, or leaders, the price should receive prominent display. 
The advertisement in which prices stand out boldly will attract attention from the class 
who are always looking for bargains. On the other hand, a prominent display of prices 
is looked upon with doubt and distrust unless explicit reasons are given for the low prices. 

In advertising prices all semblance to the sensational should 
be avoided. The merchant who to-day advertises a $5 shoe 
for 98 cents, and the clothier who sells $15 suits for $3.98 are 
looked down upon as sharks awaiting the unwary with wide 
open, hungry maws. 

There are times when a merchant may wish to sell $5 shoes 
for 98 cents. But there is always a good reason behind it. 
They are out of date, they are soiled, or they are all one size. 
The wise merchant says so and sells the goods, the foolish 
merchant loses hours of time explaining why they are good 
value at 98 cents to a lot of people who would not have them at 
10 cents a pair. 

Quarter-off sales are very frequent these days. In the 
advertisement of Sanders & Barrows a cut of twenty-five per 
cent, is advertised in trousers. This is meaningless to a great 
many people. The merchant should remember that there are 
many men who have not had the advantages of a good school 
education. They can read sufl5ciently to understand our lan- 
guage, but they would be unable to figure anything on a per- 
centage basis. For this reason the original and the cut price 
should be mentioned in such an advertisement. 

Cutting prices to undersell a competitor is a bad practice, and ^ 

should always be accompanied with some good explanation, 

such as a "lucky purchase," etc., or some plausible explanation entirely foreign to the 
real fact. It depreciates a store and establishes a reputation for handling the poorer 
grades of goods. The better course for a merchant to pursue who is unfortunate enough 




CUT 

THIS WEEK ON MEN'S 

TROUSERS! 

Worsteds. Homespims* Cheviots* 
White and Brown Uoen, ind 
Ouling trousers, at a; per cent off 
regular prices. The reason ? Too 
mahy In stock, and we know of 
nothing like price culling to quick- 
en sales. Every man must wear 
trousers and now Is the saving 



SANDERS 



BARROWS 

CLOTHING CO,, 

6r, 69, 73 William StreeC 



46 



HOW TO ADVERTISE A RETAIL STORE 



HWitMi^i tf= OVAL IT Y 



Mb? Sacrifice 

(Slualit^ for price 

yx>bcn 

we 

Qive 

120U 



\ {^'^^ aprlns Mne of Empress Dress- 
\ ^^ ers nre now on exhibition and 
j no woman should buy a dresser wlth- 
jout seeing them. Long mirrors and 
I lots of those little drawers that are so 
{ Indlspenslble to the ladies. 



to find himself in a locality where this practice 
prevails is to handle, if possible, better grades, 
and never deviate from the truth in his adver- 
tisements. He should then advertise quality; 
emphasize quality; talk quality. Quality and 
not price, should be the keynote of all his ad- 
vertising. He should not neglect to quote 
prices, however, but that should be merely in- 
cidental. Let the other fellow bellow "low 
price! low price!" and he will soon exhaust 
himself, his resources and his credit. 

Prices should nearly always be displayed. 
Black type, two or three sizes larger than that 
used in the body of the text is very effective. 
As before stated, in advertising cut prices, or 
leaders, the price should be emphasized by being 
displayed in at least two lines' space. Some- 
times even more if the offering is very special. 
In the Lyon-McKinney-Smith Co. adver- 
tisement there is an attempt to prove the 
dignity of the firm by not quoting prices. In 
fact the firm have used a very primitive form of argument for the purpose of engaging 
the attention of possible buyers. "Best Quahty at Lowest Prices" is an anomaly. It 
is a much used phrase, but a very false one. The best was never sold at the lowest 
price and never will be, and what is more, everyone knows it. 

The style of display, both in description and prices shown in the Hudson Bay Com- 
pany's advertisement is adaptable to any line of business, or to any advertisement where 
a number of items are offered at one time. 

The manner in which the prices are displayed in the twin panels advertising drawers 
and corset covers is very attractive. This feature of telling the price first and then naming 
the article offered afterward has more in it than appears on the surface. This style is 
very attractive in full-page advertisements, of which this reproduction is a part. 



JSest (Slualitie 

at Xowest Prices'^ 

Our Drapery Department 

never showed a finer line of silks and 
laces as well as heavy velours. We de- 
sign your hangings without extra cost. 



«F you need a WHEEL CHAIR for a week 
* or month we have the best made for 
rent- for either indoor or outdoor use. 



^LYOH-niKinnEY-SMITHCa 

^ 652 5 BROADWAY AT SEVENTH ST 



Specials in Wall Papers 

GREAT OPPORTUNITIES FOR SAVING 



dver 6,000 rolls of Ugh grade Wall Papers &re to be cleared out ftt r*» 
CDarkable reductions during th« next six diO'S. Our alterations include tho 
entire Removal of our Wall Paper Section to another part of the store, 
^Rather than take into the new department anytlung but the new season** 
consignment we would sell every roll now. AVe are prepared to take an im- 
mense loss to accomplish this. Wednesday wo commence a reduction nxov*. 
inent iu Wall Papers, wLich,- for price cutn are unheard of in popular papers 
of superior quality, is ibound to create a wonderful etir in Winnipeg. Every 
paper in this sale is extraordinary value — very choice and up-todpte pat- 
terns. Now is the time to buy the paper to decorate any room you li$,ve io 
the hoyso at «^ big saving in cost 



ROOM COMBINATIONS 

Thtse oompriie asBortments of first 
class papers, in which wo have only 
•ulTicient quantities left for one or 
two roolms, A splendid lot of high 
gradfe papers here in thia lot, in very 
fine patterns of many descriptions. 
Regular prices, none less than 30o, nil 
the way u^ to BOc per rol 
Wednesday Clearing Sale. 
; Hall Papers, 'Art Naveau, Tapestry, 
Conventional and stripe designs. Re- 
gular 2Gc to 35c per roll. « q-. 
Sale Price Wednesday ..«. ... i£^ 

I Knibossed Papers, suitable for par- 
tors, sitting rooms, bedrooms; floral 
i«nd stripe designs. Kegiilar 30c and 

p5c. Wednesday tO-^ 

beductd to r .... lOC 



lOc 



GOOD. HALL PAPEK 

200 Rolls RpJ Hall Papfr, with 
complete combination. A goo4 dc«l^. 
Regular 30e. « n 

Clearing Sale lUC 

American Wall Papei^-New de- 
eljpis. Floral, in stripe effect; yel- 
low, pink, green ground,. Regular 
price Z5c. . o_ 

Wednesday Only I OC 



^"g^t green, crearo, mauve, pink, fawn, 
prounda. Selling regularly at 12ViO 
to 15c. Wednesday's »^ 

Clearing Price 5C 

TWO TONE PAPERS 

For Halls, Drawing Rooms, Silting 

Rooms. A big variety of colorings 

and patterns. . _ 

UncquaUed Value 1 /C 




Winnipeg 



Drawers 




Corset Covers 


Will, full natty Inre flounces, embrojd. 




Bl-ibomtely trimmed with dainty lace 






Insenlons. loce and embroidery edge.. 


from 10c to IT.OO. 




bcadlngs, ribbons, etc. Corset Covers 




with rows of full ruffles, to wear with 




AT IVC DliAWEKS - Throe 








if 5^t>^ WUSUN DRAWERS - 
ftl 4»,J\i La,vn ruffle, hemslltched 




At 1 O/* TORBET COVEBB — 
rtl IVW Square neck, made of. 




heavy cotton. French style 


A* ^Q#> irMBRELLA DRAWERS 
M JTfC-wide ruffle, cluster of 




if 1 QfK CORSET COVERS - 
"1 » ^»» Made of miwlln. trimmed 








hem.tll.hed iGek. fln4 nem. 

At ^ft/» UMBRELLA DRAWERS 

/\I .^VC -Cluster of five lucks. 




if 0^/« CORSET COVERS - 
M 4fjC Made of Nainsook, trim- 










tlon. 


if yC/. IIMBRELI^ DRAWERS 
rtl C JC -Mode of fine Cnmbrlc 




if ^Qr CORSET COVERS — 
rtl .J7i> Embroidery trimmed. 






lace Insertion and edge. 








k\%\.O0?ZT;^^:L::7, 




At SO/* ERENCH COVBR-P.n- 
HI J\f\> cy front, also square 






neck, front nnd bsck with ribbon Uld 


„u* n-lde la.e ed«e 




wide Haml^urg trimming. 


At$l.25rirfrrn;;/'.7,". 




Others nt 7So, IIM. 11.29, |1,M, |2.M, 
♦3.00. »4J)0. 


(.irk. wide torchon lace InBcrllon and 










lace and hand embroidery. 






0000 MATERIALS, QENEROUSLV 




EVERV GARMENT IB NEW AND 


SIZED. 




FRESHLY •EAUTirOL. 









DISPLAY 47 



CHAPTER X 

DISPLAY. 

IDEAL display is the proper arrangement of type, border and cut, whereby the maxi- 
mum of prominence is given to an advertisement, or any specific portion of it which 
requires it. If, among a score of advertisements on a page of a newspaper, there 
is one which stands out above its neighbors, that advertisement is sure to be properly 
displayed. It was the contrast between that and its fellows which caused the display, 
hence, display might properly be called contrast. 

There are many ways in which a merchant can secure this display or contrast. The 
most general methods used are conspicuous types, borders, cuts, trademarks or some 
special form of set up. Either of these means can be effected in the hands of any one 
who has made a study of type. 

The usual method followed by a printer in setting up an advertisement is to set the 
body in ordinary newspaper type, with what display words there may be in the body of 
the advertisement, and then finding a certain amount of space left, set the display line 
in as large a type as that space will permit. This is obviously a wrong method to follow. 
It often means that an undue prominence is given to a display heading that makes the 
body of the advertisement look long and uninteresting. An advertisement of this character 
can be made one hundred per cent, more attractive, and at the same time more readable 
if the headline is set in half the space, and the body leaded. (By leaded is meant to have 
thin strips of metal, called leads, put between the lines, so as to give the printed matter 
a more open look). 

When an advertisement is printed in ordinary newspaper type, across two or more 
columns, it should be leaded, as it makes it much easier to read. When it is only the 
width of one column it does not matter so much, as the eye is accustomed to the close 
lines, but even then when space permits it is better leaded. 

An advertisement should never be left to the tender mercies of the printer regarding 
display. Some indication of the style of display should be given in a dummy. When 
a merchant does this he must make some effort to master the principles of display, for 
there is nothing so aggravating to a printer as to be asked to do impossible things with 
rules and types. He should compare advertisements he sees in his daily reading. He 
should carefully analyze those that seem good to him to find out just the point that has 
made the display attractive. He must also carefully calculate the number of words 
required to fill a certain space, and see that he is not asking his printer to put fifty words 
in a space capable of containing only half that number. 

All display lines should be set in the same style of type, although several different 
sizes may be used. Many printers, if left to decide this question, will use as many different 
faces of type as they can, and think that they are doing the merchant a favor by doing so. 
This kind of hodge-podge is not display, and is really a detraction rather than an attrac- 
tion in an advertisement. When too many styles of type are used, none are prominent, 
all seeking prominence. 

An advertisement that has too many display lines or sub-heads will present a gray 
appearance to the eye. One good strong headline, with the body of the advertisement 
set solid is much more attractive. 

In the Utley advertisement there are too many display lines. The whole advertise- 
ment gives one an impression that there were so many things to be emphasized that in 
the end none were given prominence. 



48 



HOW TO ADVERTISE A RETAIL STORE 



The same might be said of the Rightway Shoe Go's advertisement. The style of 
the cut is not suited to the shape of the advertisement. A two-column advertisement 
having a cut running across the columns instead of up and down, as in this case, makes 

the more attractive dis- 



^mmtal^ 



You mav ttlk all yoa pleMS, but tb« fact remsins 
that a piano is a neCMaily in tb« homa. Don't be pr»- 
jndiced ugaioat bnying a piano on tims. You are but 
depriving your children of a musical edacation in their 
beet years. J}on't infer, bat iaveetigate OQi ti<ii» ooD* 
tract (See below.*) 

SPECIAL JANUARY PRICES 

IN ALL OUR UNES 

Terms »10 Down, 15 Monthly and Upwards. 

n^n^m AM«* Jl^- n'^'t \ ^'"^ Btool »d flo«f 
USED PIANOS tt2a Upwards ( 

THE GENUINE? 

CHICKERiSg & SONS OF BOSTON 

EVERETT WOBi^'^''oUEAT*ABMST8 

EMERSON o«rfi=.,„ 82.000 Homes 
HUNTINGTON '^^"S'^^^^S^^''^ 

le-OUT-OP-TOWN TRADB SOLICITBD PRBIQHT PAID 

•OUR TIME PAYMENT PUN r^-ir/^vlTa."' " '"'' " ^'"-^ 









COME IN AND TALK IT OVER 

vtieff 

^^^ 80-82 Pearl Street lliilcK 



flHE RfGHTWAYl 

Great Bargainsl 

For the Boys I 




I SUCCESSORS TO W'^^'^cuTsvrr^X 1 

£ NOLAN BROS. oHUt tO. \ • 

Ifll 2-814 IVtarket St. 9-11 Q'ForreU Sb.! 



play. Had the same 
number of inches of 
space been used and 
covering three columns 
across, this cut would 
have been more effec- 
tively used. 

The ad-writer, too, 
has made it worse by 
dividing the remaining 
column into two with 
the display adopted. 

White space is as 
attractive as type mat- 
ter, but should never 
be used at the expense 
of interesting and ed- 
ifying reading matter. 
In the olden time the 
printer would allow no 
little white spaces to 
show. If there hap- 
pened to be any of 
these little white spots appearing he promptly filled them 
up with some kind of fancy figure or curlicue. These often detracted the reader's atten- 
tion from the text. 

In the Simon Long's Sons' advertisement there is excellent use made of white space. 
In the first place it is used to set out the illustration. In the second place it is used to 
throw the firm name into prominence. This is an ideal display. 
An advertisement will usually reflect the ideas prevailing in the 
store, and when it shows taste in its preparation one is sure to find 
taste in the selection and arrangement of the goods the advertise- 
ment represents. A neat article of pub- 
licity is stronger than one showing a 
slovenly make-up. The more attractive 
a merchant makes his advertisements 
the more effective they will be as money- 
makers. 

In the Jaccard advertisement we 
have a tone and dignity that proclaims 
the store as a store of quality. We have 
in this advertisement an announcement 
of a special sale so dift'erent from the 
"Slap! Bang!" style used so often by 
most stores. The display in this adver- 
tisement could not be improved. 

__^ In Samter Bros.' advertisement there 

is a use of white space that is out of the 
ordinary. The body of the advertisement is placed in one solid column which merely 
emphasizes the white space alongside of it. 

Keely Co. have a very neat display and one that will attract much attention. The 




Fall Hats For Men 



TM Derbies, Alpuir. ind CtmWt^ 

SI 50 TO (300. 

Simon Long's Sons 




DISPLAY 



49 




GOc la $&n> each. 

On 'I grt Vtter hats iWn 
«vhat we offen. 

Wo waot'fO be your hat- 
ter. \Vo'Ht)e proud of your 
pMronag^ and we'll vvarrant 



Need • b; 
your vacatic 
theni from $1 

Fancv K< 



tars. Bells, etc.. (. 

Lol> ol hot «c. 

Befffc> stock tip.. . 



SAMTER BROS. 



0"^ Princeton Shoes 



FOR MEN AND BOYS. 



Eadi «DJ eicr) 


I»ll^l._. 


..•.o<-.i„»l.lr.g. T 
moterlaJs -nd 


,c .h^nes. 


.,hlp rre the 


wijne rott 


•ec)., __!!!£ 
prlcrf^lfea. 
Ibern ID lUI le 


Meher. 
Wojia.e 


,l,les.J^lgl. ai. 


"d,e~7..'. 


narrow lo wide, foot.form 




'^aBlcy%Q/ieu^(A 



I SHOES - » $2.48 1 



WHO'S use of rules for borders sets off t.he 

YOUR text. 

BATTER? The Armstrong advertisement 

================ is almost a meaningless waste of 

Have von, bougfiv >T!nr . , ,-p,, 

.trawhatveir space as it appeaps here. Ihe 

message might have been just as 
attractively told in one-third the 
space and the other two-thirds used 
/'^j0^ v^Trt^i<*"or'!f.r?o'u to quote items, giving the reader 
some idea of what the "Gossip of 
the Town" really was. 

Every style of type used in an 
advertisement should be perfectly 
legible to the untrained eye. Plain 
types are best for advertising pur- 
poses. The artistic and highly or- 
namental styles should be left for 
artistic printing. How many readers with an average edu- 
cation could read an advertisement printed in Old English 
style type ? A great many of them would have to puzzle over some of the capital let- 
ters before they could make them out. It is because they are not sufficiently acquainted 

with the style of letter. Too many display ««««^.,.,..^ 
lines set in capital letters should be avoided, 
because they, too, are hard to read. Lower 
case letters (small letters) are much more 
easily read at a glance and should be used 
wherever possible. For the same reason 
condensed styles of type should not be used 
to any extent, although they effect a saving 
of space where space is valuable. 

There used to be some cunning adver- 
tisers who sought notice by having their 
advertisements printed upside down. Now, 
a generation ago it would attract the at- 
tention of children (did it ever sell goods, 
do you think .^), but to-day even the chil- 
dren would pass it by. The same remarks 
apply to the advertisement set sideways. 
The merchant should be as original as he 
can, but in newer ways than these. 

A border is a very effective means of 
giving display to a small advertisement, 
and should always be used. These borders 
should never be of the fancy order. Plainer 
and heavier borders are best for newspaper 
advertisements. 

Italics, moderately used, denote empha- 
sis. But when every other word of a story 
is printed in italics the effect is neutral, 
since the words in Roman are as prominent 
as those printed in italics. The same ap- 
plies to the use of display words in the body 
|s===i 1 ^ — - of an advertisement. When used moder- 

1^ ppl \^ r^f^ ately, the effect is to give certain parts of 
v>V^« I ^^ advertisement more emphasis than the 




Hundreds of Atlanta's wise buyers 
have secured $3.00 and $3- 50 Shoes 
at 82.48 during this special , sale. 
The offer will be continued bal- 
ance of this week. The collection 
includes the best and latest styles 
in Shoes of vici kid with plain or 
patent tip, of patent kid and pat- 
ent colt, of tan Russia calf and 
brown vici kid 

1 here are heavy weights for 
bad weather, medium weights for 
street and general wear, light 
weights for dress — ^^blucher cut 
and plain lace — welt soles and 
turned soles. Every pair in the 
entire line is new, fresh stock — all 
are from leading manufacturers — 
and the assortment is complete, 
including all sizes and all widths. 



Closing Out All Felt Slippers at Cost 



'w. 




Removal Sale 

or 

Good Fmntun* 

>HillN 



50 



HOW TO ADVERTISE A RETAIL STORE 



others. When immoderately used, their use in effect amounts to no display whatever, 
since the parts not intended to be displayed receive as much prominence as the parts 
intended to be displayed. 

In the Mabley & Carew Go's advertisement there is an extravagant use of rules. 
Every line in the advertisement is underscored. The style of display would have been 
excellent if these rules had been omitted from the body of the advertisement and used 
only under the headlines. 

Compare the advertisements of Cammeyer and the Duff & Repp Furniture Co. In 
the shoe advertisement there is nothing for the eye to catch hold of except the name. 



CAMMEYER 

^^^ 6t h Ave.. Cor. 20th S t. 

Stock-Moving Bargains 

We Continue This WeeK Our Great Opportunity Sale 

IN THE BASEMENT 
of Fine High and Low Cut Shoes 

For Men. Women and Children. 

Wt ilarled ibjj silt «iih 20010 Dii'i nil luvt boili >oll 11.0 aiti Ihouunds of pairj mort. 
ALL TAKEN FROM OUR. MAIN FLOOR. 



Women's $2.50 ® $3.00 
Oxfords 

n Patent Leather. Black Kid, Russia Calf 
nJ Brown Kid; Military, Cuban and 
Louis XV. Heels: 
welted aid turn 
soles. 

$1 50 




Women's $3.00, S4.00 
and $5.00 

Patent Leather 

Button, Lace and 

Blucher 

and Black Kid Button 
and Lace, Military and 
Cuban heels. 

$o 00 

At iv*Bp 




Men's $3.00, $4.00 and $5.00 
Lace and Oxfords, 

:k Kid. Russia Calf and PatenI Leather, 




$' 



.00 

^ . pair 

Men's Oxfords, 

in Pat'nt Coltskin, Russia Calf 
and Brown Kid. 

$1.50 

Women" 

Boys' and Children's Shoes. 




$1.25 I 
91. OO 

81.25 



ind Mtijtf Duck KU Cfillllj Tt*,. 




At Prices Usually 
Asked for the 
Ordinary Designs 



We show an attractive variety— the largest 
■ doubtless in the West— among tliem are: 

""'.''.'.'.':".'.".''.°.""'„°:'. , $60.00 
r."".™::.*"':.^.^.... $60.00 

S"'.".'"'.™.'.".''!;!'?^.': $62.00 

J.'".'.'.".*:."-'"..".""'."!"':,... $65.00 
.r.r'"" ':."':""" $68.50 

?'. "TZl '^1''!'°'^. . . ..$70,00 

Four patttorni in Mahogany €7? 00 

^".1".'!!'".°.."''!°""'. $75.00 

o„, p.it,m (n ';'"';°f°j- $95.00 



T-o I.H.™. ta MJ.onnT 


$32.00 
..$38.50 
..$40.00 
..$45.00 

$45.00 
..$50.00 

$55.00 
..$57.50 
..$58.50 


Orf p.t«m l» Binl-...,^ 
Od. I»Iltn. I- Coldo. 0>lc 


T.0 p.U»n.l i» M^opn, 


Om pilttn, ta WJnvt 


T«l»n.n»u.M.ho«u„ 
Tmt.«mi.inC«lJ.n0.k 

Tw.i»«OT..Ii.M.bon»r 

0». p.t..ra in M,hot.r, 



Special exhibition of these beds this week 



1316-1224 Main Street 



Those who are in want of shoes and know of this establishment might try to read this 
advertisement from the beginning, and then again they miglit not. There are so many 
display lines all seeking prominence that none are prominent. In the Furniture Co.'s 
advertisement the headline stands out good and clear, and no one glancing over the 
page could miss it. The prices are well displayed and the offerings plainly stated. 

Attractiveness does not always mean elaborate design, variety in type faces, nor 
gingerbread ornamentation. Advertisements should be written and displayed so that 
they, from their simplicity, the style of type, position and everything else invite perusal. 
This is the secret of technical attractiveness, not gingerbread type effects. 

"The ideal display of an advertisement," says one writer, "is one in which the sequence 
of thought is preserved; the point which first appeals to the reader will first meet his eye. 
It tells the best part of the story in the first few lines. It brings in the subordinate points 
in proper order and size, according to their importance. It is easily read, not tiresome, 
not too light, but to a certain extent it agrees with the weight of the subject. It treats of 
dainty things in dainty displays, of sterner things in bolder type. It has no useless 
divisions, no superfluous panels, nothing that detracts from the advertising value of the 
advertisement. It does not emphasize the price beyond all reason, as if that were all the 
reader cared for. It does not emphasize every important word, as if the reader could 
not otherwise understand. It is always dignified, never flippant, never peculiar. It 



PUFFS, READING NOTICES, WANT ADVERTISEMENTS 



51 



has margins, spaces, and distances that 
reflect thought and convey a meaning 
to the artistic sense, but never thrown 
in at random." 

Every writer of advertisements should 
read and re-read the above paragraph. 
Even if he learned it "off by heart," as 
we used to say in our younger days, 
he would never know its truths too 
well. 

Fortunately for the wholesale houses 
there are but few merchants left who 
advertise corn cures by stating that "a 
man puts his foot in his ear." Little 
need be said of this, and that little is — it is all wrong, 
obsolete. Requiescat in face. 

For the purpose of aiding the merchant to secure better display we have shown else- 
where in this volume a large number of type styles, borders, etc. It must not be supposed 
that they can all be found in every newspaper plant, but styles closely resembling the 
better ones may be. 



A 


MAN 


PUTS 


HIS FOOT 


.Unvn rlnfcrly If fte has one or Iwo ncbiui: stn5lilvc corns II we could «hif per J 


1 H 


HIS EAR 


<nn.(orl. lie ^.ould hfl. 
v.iiolo crop of corns Tii 


re -mU take ofll, if corns in less (ban a «icl.. casib and 
(i t.lit- our aclvxTi. and get a botlW He wotii'l be sure of foot 
nr. n<'C'l to Uiiiik of hiv -feet 2ic a bottle. -enough for a 
\.NF. -fAtO.MBK .1 ALU^^■J^•, Druggist?. ^06 Tiiird street. 



This method of display is 



CHAPTER XI 

PUFFS, READING NOTICES, WANT ADVERTISEMENTS, ETC. 

READING notices are of more value to the retail merchant than is usually conceded 
by experts. But even among merchants who have gone into that kind of adver- 
tising there is apt to be a diversity of opinion as to their value, yet they continue 
to use them. 

A reading notice of any kind has a certain amount of value because the public reads 
them as matters of news and not as items of advertising. If the sentiment expressed is of 
any value the reading notice will be valuable also. 

The reading notice goes to the reader as a particular view of the editor of the paper 
and, as such, may have more weight than if the same ideas were expressed over the mer- 
chant's own name in the advertising columns. This extra weight depends upon the paper 
and its prestige to some extent. 

Here is an advertisement that recently appeared in several places among the news 
items of a local daily: 



"White does good shoe repairing." 



tf. 



Now this reading notice has all the earmarks of an advertisement and does not pose 
as anything else. It will be read because it is short and the sentiment expressed is quickly 
taken in by the reader. As such it is good advertising. 

But suppose there had appeared an item like this: 

"'Doc' Smith will sue the city. While walking down Main street 
this morning his foot caught between two rotten boards of the walk, causing 
a severe sprain of his right ankle. Had the sole of his shoe not come off the 
result would have been even more serious. This took place in front of 
White's, and the doctor entered to have his shoes repaired. He even 
told White that it was a put up job on the public so that they would 
have to have their shoes repaired. The doctor left the store in good hu- 
mor, his shoes as good as new. Look out for the suit." 



52 HOW TO ADVERTISE A RETAIL STORE 

This item would have appeared as news in the column of local happenings. It would 
have been read as news, the advertising being taken in at the same time. It would have 
cost more to print, but in a larger proportion to the cost would have been its advertising 
value. 

There are a great many things occurring in the store that are worthy of local mention 
and should be brought to the attention of the public. New goods arriving, special styles 
being offered, changes in the store and in the staff. All these have value when a mer- 
chant is locally known. 

The local merchant often feels that as a large user of advertising space he is entitled 
to considerable free reading notices. He often gets them, but where he gets them free 
his competitor gets them free also. Free things are apt to be of little value or are in 
reality often being paid for far beyond their actual worth. 

The merchant is no more entitled to free reading notices, unless it is a part of the 
contract, than the editor of the paper is entitled to free groceries or shoes. The space 
in the paper is the publisher's stock in trade, and is for sale at a certain price just the same 
as the merchant's stock is for sale. It is as reasonable for the one to expect free groceries 
whenever he requires them as for the other to expect free reading notices. 

A reading notice when given purely as a news item is of much more value than a 
"reader" that everyone knows is an advertisement. When given as a news item it should 
have none of the earmarks of the advertisement about it. 

Some years ago the medical advertiser used reading notices very freely. Small and 
large spaces were used. Sometimes the item was disguised as a telegraphic dispatch. 
There was usually a display headline, sometimes two or three. Then the city from 
which the dispatch was supposed to come was given and the date. These headlines were 
usually of the "yellow" order, and every-day happenings all over the country contributed 
to these sensational and startling items. The first few lines when read were appar- 
ently real news, but the item soon developed into an advertisement of some medicine. 
That kind of advertising is positively of no value to-day. People who read such items 
are mad at themselves for being caught, mad at the paper for printing the hidden adver- 
tisement, and mad at the advertiser for tricking them into reading his advertisement. 

Such advertisements are still being used, but they are usually on a more quiet order. 
The element of sensationalism is usually omitted. Here is one that starts out with a 
misleading headline but which at the same time is a legitimate one for such an adver- 
tisement : 

A SUCCESSFUL HORSEMAN 

Never allows his horse to suffer pain. He always uses Nerviline, which 
is noted for curing stiffness, rheumatism, swellings and strains. Nerviline 
is just as good inside as outside. For cramps, colic, and internal pain it's 
a perfect marvel. In the good racing stables Nerviline is always used, 
because it makes better horses and smaller veterinary bills. Twenty-five 
cents buys a large bottle of Nerviline; try it. " 

In the two following specimens it is clearly shown at the start that the items are adver- 
tisements. The headlines are made to arouse curiosity in the reader's mind, and thus 
secure a reading. 

THIS MEDICINE IS BREATHED. 

That's why it is sure to cure Catarrh. You see, it goes direct to the 
source of the disease — its healing vapor repairs the damage caused by 
catarrhal inflammation. " Catarrhozone " always cures because it goes into 
those tiny cells and passages that ordinary remedies can't reach, goes where 
the disease actually is. Impossible for "Catarrhozone" to fail, as many 
doctors will tell you. Don't be misled into thinking there is anything 
so good as "Catarrhozone" — use it and you'll soon say good-by to catarrh. 



PUFFS, READING NOTICES, WANT ADVERTISEMENTS 53 

GOT HIS HAIR BACK. 

Was Perfectly Bald When He Started to Use Newbro's Herpicide. 

Frederick Manuell, Maryland block, Butte, Montana, bought a bottle 
of Newbro's Herpicide, April 6, '99, and began to use it for entire bald- 
ness. The hair follicles in his scalp were not dead, and in twenty days he 
had hair all over his head. On July 2 he writes, "and to-day my hair 
is as thick and luxuriant as any one could wish," Newbro's Herpicide 
works on an old principle and with a new discovery — destroy the cause 
and you remove the effect. Herpicide destroys the germ that causes 
dandruff, falling hair, and jSnally baldness, so that with the cause gone 
the effect cannot remain. Stops falling hair at once and a new growth 
starts. Sold by leading druggists. Send 10c. in stamps for sample to the 
Herpicide Co., Detroit, Mich. 

F. H. Laing, druggist, No. 7 Sandwich street, west, special agent. 

The retailer might safely use items similar to the last two shown above, but it is hardly 
wise to use one in which the heading disguises the advertisement. 

Considerable care should be used in preparing "readers" that are to appear as news 
matter that the personal pronouns do not give the advertiser away. All news items are 
written in the third person, and one written in the first person will be immediately 
"spotted" as an advertisement. 

Take the following: 

"Mr. Geo. White, who has lately come to Detroit from Washington, 
has opened up a shoe store at 83 Main street. Mr. White has an almost 
national reputation as manager of the celebrated Royal Shoe Store in 
Washington, where he sold footwear to many of the leading statesmen 
of the country, and established a reputation of being a thorough shoe man. 
People in Detroit who want exactly fitting shoes will do well to give me a 
call." 

The one little "me " in the last sentence gives the whole thing away and marks this as a 
paid advertisement. Mr. White is a stranger in Detroit, and as a stranger his statements 
have little weight. Had the word "him" appeared instead of "me" the advertisement 
would have passed as a news item and the public would have taken the word of the paper 
at its full value. The prestige of the paper would have been behind the whole statement. 

Some of the smaller papers make considerable revenue out of "readers" or "puffs." 
In one paper there will be a column headed "Briefs and Brevities." Into this column 
all the local reading notices are dumped. A few stale jokes are then interspersed among 
them. Keep out of that column if you have to pay double rates. It's sure to be a column 
of the newspaper that is never read. Readers of papers do not approve of paid adver- 
tising appearing among news items, so don't go against their wishes. 

The notice that appears among good, live local happenings has far more value, but 
even here if the "local happenings" column is usually two-thirds advertising matter 
and the other third news items the advertiser will derive but little value. Readers have 
become so used to looking for those little advertisements — so that they can skip them — 
that they have arrived at an adeptness that would be scarcely credited. They can skip 
the advertising item and read the news item without the least trouble or hesitation. 

Here is a portion of a column taken from a country weekly which is made up of live 
news items and paid advertisements for local merchants. The advertising items are of 
the newsy sort, and will be read along with the rest of the news. Are they of any 
value .-^ 



54 



HOW TO ADVERTISE A RETAIL STORE 



TOWN AND VICINITY 

Fresh bread at the Klondike. 

New bulk and package seeds. C. P. Powell. 

Town council meets on Monday evening next. 

Ivan J. Russell, of Toronto, visited in town on Friday. 

Ernest Maxwell, of Windsor, was in town on Monday. 

Mr. and Mrs. I. Fisher; of Kingsville, spent Sunday with friends in town. 

The Just Wright shoe, the correct American shape and style, at Chat- 
terton's. 

A good second-hand organ for sale cheap. Inquire of L. L. Barber, 
Essex. 

Crossley & Hunter, evangelists, are now conducting revival services 
in Kingsville. 

Spring opening of bonnets and hats for children all ages up to 10 years. 
May's Bazaar. 

William, son of Rev. W. F. Cuthbert, has been quite ill with pneumonia 
but is improving. 

Comber and Harrow will celebrate Dominion Day while Leamington 
and Windsor will celebrate Victoria Day. 

Chatterton has just received a large stock of Winn & Co's shoes for 
children. These goods cannot be beaten for good wearing qualities. 

Half a dozen shoe corn planters, taken in exchange on disc planters, 
nearly as good as new, for sale. Jacob Mitchell, South Woodslee. 

Harry Daykin and wife spent Sunday last in Leamington, Mr. Daykin 
rendering a solo at the evening service in the Methodist church in that town. 

Compare these items with the one given below. It is an advertisement pure and 
simple, and as such it will be looked upon by all readers: 

I make men's clothes that express excellence and lend dignity. Fine 
spring stock now ready for inspection, at prices the very lowest. Suits 
from $18 up. E. H. Gregory & Co., Walkerville. 91-tf. 




PUFFS, READING NOTICES, WANT ADVERTISEMENTS 



55 



The items appearing in the local column are of more value because they at least will 
be read. 

In the larger cities merchants can use the classified advertising columns of the news- 
papers of the city with considerable certainty of getting an adequate return upon their 



FOR SALEi-^MISCELLA\EOUS. 



FOR SALE^MISCELLAXEOUS. 





Thoro's the mouth with the three or fuur broken tooth that needs the 
care of our Bridge specialist, which work has never been taealen. We insist 
Oh the most exacting, painstaking care with every patient, 

Bridg-e Work from $2.50 to $3.50. really worth $4 to $8— the prices 
charged in most parlors. 

Twenty years' bona fide guarantee. 

If you're short of money and want us to arrange easy payments we're 
willing to do so. Won't try to argue you into anything you don't want. 



ST DENTISTS CO., (lie). 



54 Grand River Avenue. 



cost. Usually advertisements in these columns are accepted at about one cent per word 
so that considerable advertising can be done there for little money. Where Sunday 
editions are printed these should always be used. 

It is not necessary to disguise a liner advertisement, although it sometimes pays to do 
so. The "For Sale" column can always be used to offer special values. They can be 
used as bait to bring customers to the store. 
When that is accomplished the merchant must 
rely upon his treatment of the customer and the 
worth of the article sold as sufficient inducement 
for him to return and make further purchases. 

Many of the metropolitan papers allow a 
certain amount of display in their advertising 
columns. We reproduce a display advertisement 
of Owen & Co., Ltd., that appeared in a Sun- 
day issue of the Detroit Free Press. Note how 
it stands out from among the classified reading 
advertisements. The two inches used there is 
likely to be more often read than six inches 
would be that was hidden among several col- 
umns of display advertising. 

In the same paper there also appeared the 
advertisements of Best Dentist's Co. and Han- 
ger's. These also appeared among the liner 
columns and shows how easily these columns 
can be used by retailers situated in the larger 
cities. 

The Best Dentists' Co's advertisement is an 
excellent one both from the point of display and 
text matter. The Hanger's advertisement is 

rather uninviting because it is set solid. Had this same amount of space been used 
and made up into about three advertisements instead of one, the same information 
could have been given three times in three different places on the page. 



lAOGEt'S 

Hausfcr's -9R>riiigs for this -neck comprise 
.sonic of 'the best we )iav« ever shown, j 
and persons who ha\o novf>r inx^estigated 
■our. prop'OSition certainly havftJittlft con- 
.videratioa for «s. But if you would lake 
4imc you would ceriaiflly place your busi-, 
ness -with us. 

ViQ give you values at $!> f>9 that down-, 
iiiwtx merchants must g^t $13 or ;)iorc for 
in order to pay ihoir high runninjr *'x- 
pense?:. WT'. -H:00-.\OMTZK TN EVPIRY- 
THINO. anOK SAblCS and vSMALU 
rnOFTT.S. "\V<» iiaio >ou mou^y on evpry 
rurchatc, so get wiso with thf thouaands 
i\ iv.i arr Hli-f»ady wearing our clothes. 

W> nianufac:tur(» all ou/ own -clothps, 
DlKKi-T FROM MAKER TO'WE'AKKR. 

\\ r> HTr- showin~ a BUif P^ulton .Serge. 
*-ut in douMo and single breasted, that is 
worth SI'' in uny .sothrr ifiore /ri your 
city. Ours ?9 :^-'».„ 

Thi" only c.lQ'hivz hous^ in Dcfroi't 
whf^re you are n-v ROBBETD EVERY- 
OX)-: BUY?^ .VL.IKE. .•^<»o the many pat. 
*cvu^ we sho«- G«t the saving hiibit and 
<,ra'-lo at Haugerg. 

^t^\UOER^S 19.99 Suit and 
Overcoat Hou.so, 

is;. OKATIOT AVE. 
'Otn<»r st'<res: IndianHDolis. Dajtou, Co* 
^Jumb.us, l.oi.i!5villr. 



56 HOW TO ADVERTISE A RETAIL STORE 

"Write-ups" are of little value when appearing in special editions. When prepared 
by fakirs who do not reside in the town or city they should be frowned down on. When 
they are to be written for a special edition that the publishers are bringing out themselves, 
the advertiser owes it to himself to be represented there even if little value in returns can 
be expected. A genuine write-up of the store every three or four months, if made newsy 
and readable, will prove good advertising, as it will help to make the readers of the paper 
feel as though they were better acquainted with the firm whose business is being laid 
before them from time to time. No direct returns can be expected from this kind of 
advertising. It is merely helping to make the firm better known and widening the range 
of prospective customers. 

Direct returns may be had from readers that appear as direct advertisements, such as 

"Brown Bros, are offering 500 pairs of men's shoes in sizes 6 and 7 only 
at one-half the regular selling prices. Only 2 pairs to any one customer. 
Regular $5, $4 and $3 shoes at half price." 

Such an advertisement will sell shoes whether it appears in the classified columns, 
as a reading notice, or as a display advertisement. 

Disguised advertising must never be expected to bring direct returns. In time the 
returns will come, but the merchant must not depend upon the reading notice alone. 
If he does he is losing an opportunity to do more business. 



CHAPTER XII 

CLASSES OF BUYERS 



THE newspaper advertisement should perform the functions of a salesman — it 
should sell goods. We are presuming now that the advertisement is one intended 
to influence direct trade. It is complete, in headline, introduction, description of 
article and price. It is written for the special purpose of selling the particular article 
advertised. If such an advertisement does not sell the goods it is a flat failure. 

It is a failure for one of three reasons: It does not advertise salable goods; the price 
is not right; it does not reach the right class of buyers. If a merchant advertises mining 
shoes at a seaside resort he is advertising unsalable goods. If he advertises an article 
that usually sells for $2.50, and asks $3.50 for it the price is not right. If he advertises 
women's clothing in a clubman's paper he is advertising to the wrong class of buyers, 
even though men may occasionally buy women's clothing. 

The argument used to influence one class of buyers will not convince another. It is 
necessary then for the advertiser to study closely tlie class of buyers he wishes to reach, 
and determine just the kind of arguments that will appeal most strongly to them. 

A salesman will not use the same tactics in conducting a sale with all his customers. 
If he did he would hardly be considered a good salesman. With one class he will point 
out the beautiful and artistic points of the article, and appeal to their tastes, with another 
he will dilate upon the wearing qualities, and appeal to their sense of economy, and to 
still another class he will point out just how becoming the article in question will be for 
them, and appeal to their vanity. One class he will flatter, another he will coax and 
still another he will drive. 

The advertiser must follow these lines pretty closely in his advertisements. The 
class of buyers who must be coaxed will not be influenced by an advertisement intended 
to drive the timid into making a purchase. 



CLASSES OF BUYERS 



57 




Women's Oxfords 

The New Spring Styles— Just In 



' Tan Russia Calf. You can have e 



RtMEMBER-BuyIng a 



•WE FIT ALL FEET" 

CASPARI & VIRMOND 



63 WISCONSIN STREET 



rBook, -SHOE SENSE" 



There are two very distinct classes an advertiser desires to reach — those who need 

goods and must have them, and those who do not but may be persuaded to purchase. 
It is not difficult to advertise to the former class; low prices and high quality will 

generally influence them. They are looking for necessities and want a certain quality at 

the lowest possible price. The advertiser's share of their 

business will depend largely upon what competition he has 

and how he meets it. If he emphasizes the quality and price 

in stronger and more convincing terms than his competitors 

do, the business is his, providing always that he has the goods 

to back up his printed statements. 

It is not difficult to sell an article of necessity for which 

there is a regular demand. It must be tastily shown in the 

store; it must be fully described in the advertisement; its 

value and price must be temptingly told — that is all. 

The class that has to be persuaded that they require a 

certain article is the hardest to reach. A demand for the 

article must be created by educational advertising. They 

must be told how desirable the article is and why it is desir- 
able. They must be shown that they really require such an 

article even though up to that time they had not realized that 

fact. 

In the case of some article of a newer style, such as vesting top oxfords and shoes, 

the advertisement of Caspari & Virmond has struck the right note. The desirability of 

these shoes is shown and the curiosity of woman is aroused. An investigation is sure to 

result in a sale. 

Special values can be so convincingly put forth that the reader, though not requiring 

the articles at the time, will see the advisability of buying them. The future need will 

arise, and a saving on price will induce many to purchase before the actual need arises. 

This is easily illustrated by the methods of department stores. Many of them will have 

a woolen blanket sale in midsummer. The housewife, knowing the usefulness of the 

article, and being convinced that she is saving by purchasing against future needs makes 

her purchases. Perhaps if the purchase had been delayed until the winter season had 

arrived, the circumstances would have been so altered 
^^pTNIBP 'hf "VCj-T' ^^^t ^^^ could not have made the purchase at all. 
^H ^fTK ^ OO Almost any kind of an advertisement will sell $3 hats at 

a dollar. Only let the people know of it, and produce the 
goods; and sales will be plentiful. But it is more difficult 
to sell $3 hats for three dollars in hard cash. It is adver- 
tising that will do that, in the face of competition trying to 
do the same thing, that the retailer should write. He cannot 
write paying advertisements without the proper study of 
the different classes he intends to reach. 

A prosperous merchant once said, "Anyone can sell a 
man what he wants, but it takes a salesman to sell him 
what he does not want." The aim of many of the best 
advertisements is to sell a man what he does not need or 



CHILDREN'S 

FOOTWEAR 



dren's Welt Shoes are 
the best kind made for ser- 
vice. They are smooth 
and flexible and do not 
bum or tire the* feet .. - - 



BOYS 



n 

n 

n 
n 

iff 

-^nrtri \^ ^itx^^ff' '^^^ advertisement that will reach the pockets of the 

^'wU^X^C^Jg^W^lJwS'w*^ class that has to be persuaded that they require a certain 

article must be worded with considerable skill. It must 
give substantial reasons why the reader needs the article 

advertised. If no such reasons exist they must be created, so far as to convince him that 

he ought to buy. 

Unless the advertisement is convincing it is of little use in drawing trade. Take the 

Goddard, Kelly Shoe Go's advertisement. Here is an advertisement that is intended 



Find comfort 
and satisfactiort 
in the Mannish 
Shapes which 
they gel h?re. 




thinks he does not want. 



58 



HOW TO ADVERTISE A RETAIL STORE 



Dainty Wash Goods 



• •"yHE SILK STORE" showing of Wash Goods for spring 
* and summer wear embraces a large variety of beauti- 
ful materials In exclusive Interpretations of the fashion- 
able colorings and patterns. , 

Here are airy Mujllns, Organdies, Patistes, Silk Mulls, and 

Tissues. In the daintiest shades Imaginable; a complete line 

©f WhitaMercerizedfabrlcsfor waists .indsults; andtheMer- 

cerlzed Cotton SulUngs, especially woven for shirtwaist wear. 

The entire collection is unsurpassed in Its combination of 

daintiness and utility. Ail the approved materials are 

amply represented, and in colorings and patterns which 

are sure to excite your commendation. 



Gerretson Silh Co. 



"The SilK Store' 




lO^ WUconsIn St. 



mainly to educate the mother on the children's shoe question. Note this: "They are 
smooth and flexible and do not burn or tire the feet." The smoothness and flexibility 
refer to the inner soles, but it does not say so. The whole text is composed of mere gen- 
eral statements that will not convince. There is no "reason why" given. 

The advertisement intend- 
ed to persuade men and women 
to try new lines of goods must 
be exceptionally clever. These 
people are satisfied with the 
lines being used. The copy 
that will reach them must 
clearly show up the strong 
points of the product adver- 
tised, and at the same time 
point out in an inoffensive 
manner the weak points of the 
other makes. 

Buyers may also be divided 
into two classes, as follows: 
The one consisting of persons 
whose selections are governed 
by fashion as represented in 
the style and pattern in vogue at the time; the other, of those who regard quality and 
cheapness the controlling inducements to purchase. 

To get the attention of the first class the advertisement must present the kind of 
matter that will make prominent the fashionable side of dress. It must dilate upon the 
article from its desirability, from the point of fashion. It must point out its vogue in 
large centers and its use by persons of prominence and respectability. 

The second class, on the other hand, do not care so much about fashion as they do 
about the value of the article for the price. If it is fashionable, as well as cheap, so much 
the better. A good article in a staple style is more 
preferred by this class than a poor one made after 
the prevailing fashions of the hour; 

A suggestion to the former class may often 
prove sufficient, but the facts must be adroitly ham- 
mered into the minds of the latter. 

In the Gerretson Silk Go's advertisement we 
have the advertiser suggesting materials in vogue 
that are exclusive in patterns and coloring. Such 
an advertisement will sell goods to the wealthy class 
of buyers, buyers who want "the proper thing." 

The same advertisement might be so worded as 
to appeal to the class that want quality, by harping 
upon the high quality of these exclusive wash goods 
and quoting prices. 

The Bedell advertisement is intended to reach 
the class who are always looking for goods at lower 
prices than they should be. Both advertisements 
are good, but they are of two distinct types. 

Buyers may also be divided into two other classes, viz., men and women. The adver- 
tisement directed to the women readers must invariably give more detail than that printed 
for the eyes of the men. Women like lots of detail — men dread it. Women are more 
suspicious of advertising statements than men. The woman always wants to know the 
"reason why" before she can be persuaded to believe what is said. Men will accept as 
true any statement that does not appear false and when examining the article advertised 



'Btdtfl 7tlhr Filled. 



I cver^ I 



$ 10. Broadcloth Skirts $/r. 
Smart New Design, v 

Deep Clusters of Kilts 

at fool o( skirt giving 
stylish eflecl to :he (ashionabic new 
model. Artistically fmished ' 
detail, nude of 

Imported 
Broadcloths, 

of the best wool. Hand tailored. 11 
Trimmed with straps o( same ma- ffl 
lerial. Popular walking lengths, f 
Black, blue and brown. One of the fl 
jmarlcsl skirts we've ever had. R 

Friday Only. S^.^S 

Duplic 





^\^'^\^'^^^'^ 



X^^y^ 



CLASSES OF BUYERS 



59 



II surely establish a ne\v selling record in wash goods— a 

bargain epoch— such values have no parallel in the history of our store. 
The purchase was so large — the assortment so varied — that we're going to 
make this a great two day sale— a memorable occasion that will mark this event as 
the onetime when high grade foreign and domestic wash goods were sold right 
I at the height of the wash goods season at the lowest prices ever quoted. Mamnoor. 



SmpsmiCrMwfiyrdGK 



THIS sale 
new I 



I9c 



15.000 Yards of sheer Summer wasfi goods. Including 
the season's most popular and most wanted fabrics, 
at 25 to ZVA per cent, less than regular prices. 



19c 



Not old, passe styles, but new, fresli, u^-to-tbe-'niiniite 
II as checks and pUids now so popular, and also dots; 
and dainty, and the zo^xta fabric ' ' ' ' " " 



Washable voiles in plain 
Canvas suitings 



plain shades— look like linen 
, brown, light blue, black ^.9^ 

nd iinported dimities, floral effects— 



as French veilings in plain shades, 
the FreQch roll effed — very 
Fashion says these fabrics are 



I gold dollar— , , 



Ner^vest Etaminc voile, < 
;ood designs— checks, plaids, .stripes-:— all last colors- 

A great sale* of domestic goods; good, staple dress 

fnghains— 10c. TiLne— yard ,.; 5^ 1 

Chambrays, .good coloring, -27 inches- wiSe — 



Mercerized fihlfsh.t 






Sliirting madras, valuf 

*->' 1"^ '■ ■• 10* 

Fine batisie, dotted mull, dirai: 



chirapjjoe-yifd 18'/j<t 

Srlk mull— 29 inclics widj— chif- 
fon finish— In all shades— yd- .1214* 



Silk organdies — neu'est French, 
oral designs on while grouruls— 
ith pretty coloring— yard.-. ZO* 

■Frencti" printed dress nets — yard 



H* and 12"/.* 

,*d ...19* 

Swisses — also f^cy de- 

._ ...... ..19* 

qiies, duCK suitings — white 

only— excellent quality— yard ...19* 

—^m 9 m — j p < 



Iiidia'Hnon a 

InrHa tinon, it, yc 

Dotted 



Waist materials— in med 

cerlzeil finish— large assortmi 

yard ..;. ,...25* and 10* i 

St. Gall embroidered white 

Swisses, mostly In dots— at yard. 

39* anri 29* 

Liberty gauze — white or ivory ' 
-lor paduation jowns-yaM. . .48* 
French organdies — white — 66 i 

lo 70 In. widj-have the fine chiffon 
(Inlsh-yard ...39* and gg* 



uses his own judgment as to its value. The advertisement exploiting women's dress 
should be replete with detail. It is quite different with the masculine member of the 
genus homo. He wants to know what the goods are made of, and the style, but he is 
not so particular as to the number of stitches used in its manufacture. There is more 
humor in his composition, consequently a 
joke or a "wee bit" humor will often help 
the advertiser. A bright, snappy story is 

what the man wants in the advertisement, . . 

and the advertiser should study to give him FOrCign &(10meStlCWaShgO|)dS 
what he likes. Women are much more ; SGnSatiOnallV prJCed 

serious, and an advertisement to convince *^ ^ 

them must be serious and informative. 

In advertising women's apparel a full 
description is necessary. Women are close 
followers of style. They know what is in 
vogue even in men's wear long before the 
men do themselves. It is necessary then in 
giving the description of woman's apparel, 
to tell the whole story. It is a good plan 
to hint at the exclusiveness of the style, 
when it can be safely done. The price 
quoted should always be made to appear 
as extremely low for the quality, for women 
are inveterate bargain hunters. 

The Simpson Crawford Go's advertise- 
ment is a fair example of the kind of adver- 
tisements women like to read. Every word of such an advertisement will be devoured 
before breakfast — every price mentally commented upon. 

The advertisements of the Freeman-Church Company and of the Palace Clothing 
Co. are the kind men will read and put their faith in. They give enough detail and 
enough information for most men. The advertisement of the Freeman-Church Com- 
pany is written in a snappy manner, while the Palace Clothing Co. 
stick closely to a plain statement of 
facts. Both styles are good. 

It is perhaps more difficult to ad- 
vertise successfully to women than to 
men. They are much more critical of 
both the articles offered and the manner 
in which the offering is presented. 

The advertiser who wishes to suc- 
ceed in advertising to women must 
study women. He must not only study 
her from a social standpoint, but from 
behind the counter in the store. He 
must note the points of the articles to 
be offered that draws her attention to 
them. He must note her impressions of 
the style, how she regards the price, 
etc. 

There will be many readers of this 
chapter who will say, "If a man adver- 
tises an article in a plain, straightforward way it is all that is necessary." They are 
wrong, and with but little study of the matter they can soon convince themselves that 
advertising is more than plain statements. In fact, the writer is convinced that there is 
more in this subject of "classes of buyers" than is usually believed, even among experts. 




ght 



ThcM is such a th 
overdoing; the "chesty" 
Our styles avoid these 
extremes. Here is th( 
(il— not exagg;erated — for th( 
modem, progressive, athletit 
young: man. 

To-day we mention a spec- 
ial Black Suit .at $15. 

It IS a wonder. 

Yes, it's soft, non-shin»bIe 
durable, and fast black. 

Readithat line again. 

Some would call il » chev 



It isn't. It's better, better 
appearing and more durable. 
■ Sells for $15. 

No, it wasn't marked down 
from $20. But it's worth $20. 

Style with us is. as great a 
factor in January as it is Octo- 
ber I. 

Remember that. 

Com/umi/. 

a* ASYlilM STREET. 



Buy$l Shirts 
Here To-Day 

Only 55c 




60 



HOW TO ADVERTISE A RETAIL STORE 



CHAPTER XIII 



TIMELINESS IN ADVERTISING 



ADVERTISING is no exception to the rule that there is "a time for everything." 
To be effective and operative an advertisement must be timely. We can pick 
up almost any newspaper and find one or more untimely advertisements. It is 
surprising the number that are so ill-timed. Chritsmas advertisements may be found in 
January papers, summer goods are advertised as cool and comfortable in October, An 
advertisement that appeared in a Burlington, N. J. paper dated January 10th, read: 

"Holiday buying is now well under way at Blank Bros.' store, 204 High 
street, Burlington. They offer Morris chairs, rockers, hall racks, hand- 
some framed engravings, pictures and frames, oil heaters, couches, and 
a great big list of other articles suitable for holiday gifts. Special offer — 
25 trolley tickets free to every customer who buys $10 worth. A pound 
of fine candy free to every customer who buys $1 worth of Christmas toys." 

This advertisement occupied ten good inches of space which Blank Bros, were paying 
for. It was not only a waste of money but a positive detriment to that store. Many of 
the readers of that paper, no doubt, made a mental note of the " unprogressiveness " of 
that firm. Such a method of advertising is more harmful than otherwise. The good 

it may have done before the holidays was more 
than counterbalanced by the harm it did after that 
time. 

There are certain lines of goods that can only be 
exploited profitably in their season. Straw hats can- 
not be sold in winter no matter what the price set upon 
them. The season for selling straw hats is usually 
short. The advertising of straw hats must be done 
during that season or not at all. This is only one 
instance of lines that can only be profitably advertised 
in their season. There are several others. But there 
are many lines that can be profitably advertised at 
any time, although of use only in certain seasons of 
the year. Coal, for instance, is used principally for 
heating purposes during the cold weather, yet coal 
can be sold at any time of the year. During the 
"strike talk" in the spring of 1906 there were many 
tons of coal sold, at advanced prices, for consumption 
during the following winter. The coal dealers who 
seized the opportunity that presented itself for timely 
advertising profited from the fact that a strike was 
imminent. 
Sometimes public events of a quiet nature lend themselves to the demand for certain 
articles that are little called for when these events have passed. The advertiser of these 
articles who follows the example of the "early worm " on such occasions is apt to find his 
account in it. When Lord Beaconsfield's birthday arrives in England the demand for 
the primrose, which was his favorite flower, is great. Presumably tlie enterprising florists 
are prepared to meet it, but those who sell the most primroses will be the ones who have 
chosen the proper moment in which to publish and parade their goods. 




SCHOOL AGAIN 



TIMELINESS IN ADVERTISING 



61 



To put forward another instance : Suppose some great 
occasion brought thousands together to engage in a 
special programme of exercises at Lincoln's grave. All 
the papers in the country would be obliged to make 
prominent news of the event. A publisher, therefore, who 
has either an old or a new life of Lincoln should make 
a prompt effort to catch the force of this public attention 
— not only in disseminating publicity concerning this vol- 
ume among the assembled citizens but in the press at 
large, for the whole country when such an affair is upper- 
most could then be most effectively reached. 

In retail advertising there are six great seasons to be 
considered. They are, in the order named, Easter, 
Spring, Summer, Fall, Winter and Christmas. 

These seasons require special efforts on the part of the 
advertiser. His Easter advertisements should proclaim 
the idea of something new. His spring advertisements 
should herald the opening of new goods. Summer ad- 
vertisements should impress upon tired and perspiring 
humanity the beauty and comfort of the summer lines. 
Fall and winter advertisements should remark the sta- 
bility and wear-resisting qualities of the goods, and 
Christmas advertisements should burst forth with 

thoughts of "peace 
will 




F.M.Shadell&Co. 

J5i2 Douglas Street. 




AN EASTER LILY 



Diamonds^ for 
the Bride 

A piece ol hnt Diamond Jewelry will please her 'besi. li 
Is mosi flppropriatt as a loken of lovt, admiraiion and frithd- 
ihlp, bui li will be prized ihe most of all for the beautiful senil- 
mcni ii expresses. 



Rin£s of fancy clus 

opaU, pearls, ti 

Hcans of pearls, di 



Diamond Necklaces 

Lavilliers, all ihe precious ger 

Chal»iainc Waiches.'^ei wirt 
beautiful modeled cases < 
rose coloring, dragon chai 

Brooches of diamonds and pea 



E. J. 8CHEER S, CO. 

144 Main Street East 



A JUNE BRIDE 



on earth, good 
towards man." 

Some merchants 
seem to think that because they do a good business 
at these seasons of the year that they need pay but 
scant attention to their advertisements between sea- 
sons. While we believe it is far more profitable for 
the merchant to do more advertising at a season 
when people are in a buying mood, we think it just 
as advisable to make an extra effort when it requires 
a club to make them buy. The best club to use is 
advertising. 

The Easter season should be made the most of 
by retailers of everything wearable, as it is a general 
time for new things. Nearly every one has some 
lurking superstition about the luck of having some- 
thing new to wear at Easter. It's the advertising 
retailer who does the largest Easter business. He 
gets the cream of the trade at that time, the non- 
advertiser gets the skim milk, and mighty blue it is 
sometimes. 

Selling a woman her Easter footwear means to the 
retailer more than the profit he may make on the 
single transaction, for the merchant who sells Easter 
shoes to a woman stands the biggest kind of a chance 
of selling her every shoe she wears during the whole 
year. Still more than that, he may capture the 
trade of the customer's dearest friends, for a woman 
will talk about the things she buys. "A satisfied 
customer is a store's best advertisement." 

The spring season is sometimes dwarfed by the 



62 



HOW TO ADVERTISE A RETAIL STORE 



fact that Easter comes so close to it, nevertheless, after the Easter campaign is over, then 
comes that of spring. During this season the merchant should keep the beauties of the 
new styles continually before the people. He should present some new thing in each 



To Day 

is 



Children's Day 

and the last day 

EKpqsitionWeek- 




MarsKall fiddS^Gmpany 



The Birtjiday 
of Old Glory 



Hang out your 
Flag to-morrow 

Honor its one- 
hundred and 
iwenty-eighth 
birthday. "Let it 
rise, let it rise 'til 
it meet the Sun in 
his cominR; lot the earliest 
light of the morning gild 
it and the parting day 
lin;;er and play on itsgura- 
mit" It has never known 
permanent defeat and will 
ever Bo the standard of 
liberty and freedom— the 
banner of the foremost 
nation of the faith. It was 
bom here- let us not for- 
get then, above all others, 
to observe its buthday. 



Hang out your Flag 
To-morrow, 




WILLIAM H. WANAMAKER 

Clothing Manufacturer for Old and Young Americans 
TweJfth and Market Streets 



CHILDRENS' DAY 



THE GLORIOUS FOURTH 



advertisement, and if he runs short of new styles to tell about, he should present them 
all over again, one at a time, in a new light. 

During the summer he must use all the ingenuity at his command. He must dilate 
upon the seasonableness of his summer lines; tell how comfortable and cool they are, 
and how sightly. He should make special inducements during the dog days. At that 
time he should let prices talk. Where he relied upon seasonableness for his Easter and 
spring arguments he must now rely upon cheapness of price. 





May 29th. 
What's on for Decoration Pay? No better day made to 
put on a new straw hat, no better straws made than 
YOUNG'S. Eight Youngf*^ Atofes at your service all 
day Tuesday (Storei closed Wtdncsday). 



$200 and up. 



THE HORSE SHOW 



605-7-9 Broadway, corner Houston St. 

199 Broadway, near Dey St. I 1359 Broadway, near 35th Si. 

849 Broadway, neat Mlh St. 500 Fifth Ave., next 4M SU 

U97 Broadway, near 28tb St. ■ 99 Nauau, atac Fultoo St. 

Oalr Btoofclro 3ter«. 371 Fallaa SU, opp. Qiy HilL 

DECORATION DAY 



The fall season is more marked in the advertising campaigns of some merchants than 
in others. The nature of the goods carried makes this necessary. The weather often 
has a great deal to do with it. 



TIMELINESS IN ADVERTISING 



63 




A JOLLY "SANTA 



In September the dry goods merchant is busy cutting dress lengths, whether the season 

be fine or wet. The shoe merchant quietly awaits his turn, while the weather continues 

fine and dry. But let the month set in cold and wet, and the canvas oxfords and tan outing 

shoes are quickly exchanged for the new fall styles. 

While it depends upon the weather, to a certain extent, when the fall selling sets in, 

the shoeman cannot afford to be backward with his 

advertising. He must follow it up day by day, with 

his story of the new styles, their nobby appearance, 

and their fitting qualities. 

In the winter season, too, the character of the 

merchandise carried affects the sales. Furs sell on 

sight, while wall paper must be particularly required 

or it must wait till spring for a purchaser. Yet 

continued and convincing advertising will sell the 

most unseasonable goods. Not in large quantities, 

but for small favors let us be thankful. Shoes for 

evening wear and heavy lines for heavy weather are 

the lines for the foot-furnisher to push. 

The clothier pushes overcoats now almost to the 

exclusion of suits. The department store exploits 

cloaks and furs and tailored suits almost forgetting 

dress goods and kindred lines. 

The Christmas and Holiday season is one that most 

retailers find particularly resultful in sales. There is hardly any line that cannot be 

pushed at this season of the year as gifts. The camera man may not sell many cameras 

during November, but with the coming of December his business becomes brisk again 

provided he takes advantage of the timeliness of the season and advertises cameras as 

suitable Christmas gifts. At this season both young and old are on the lookout for 

something appropriate for the season. Useful gifts of 
late years are taking the place of the useless things 
that were formerly exchanged among friends as a re- 
membrance of the season. Advertising brought about 
the change. 

At this season particularly should extra large 
spaces be used in the newspapers by the retailer. 
His story is long and he has so short a time in which to 
tell it that he cannot afford to have any of it missed. 

There should be a lot of life thrown into the holi- 
day advertising campaign. It is at best crowded into 
a few days' selling. The public should be continually 
urged to make early purchases, the argument of "bet- 
ter choice" being presented. In this way, the selling 
season for holiday goods can be expanded by a 
few days. But few will make purchases before De- 
cember 1st, but from then until midnight on Christ- 
mas Eve the purchasing crowd will gradually increase 
until congestion comes on the 24th, and then — it's 
all over. But even then the merchant should make a 
last effort to clean up on holiday lines by cutting the 
price deeply for those desiring to purchase gifts for 

New Year's. The average merchant in the smaller cities is backward about spending 

money for advertising space in what he is pleased to term the dull seasons of the 

year. He has been led to believe that there is a dull season; it has been bred into his 

bone, and taught him from his youth up and he does his best to carry out the tradition. 

He tells everyone that "business is flat." He stops advertising. He becomes lax in 




All 'Turks' 

Look Alike to Me" 

You'll iiotsay all $3.50 Shoes look 
alike to you if you once try our 

"P erfection" Sh oes 

For Men and Women 

'If you want to be iudisputably 
certain that your feet are correct- 
ly dollied, and for a lon^ com- 
fortable time, -these eioea will 



' They Can Bo Had Only of 

Kelly-Keeffe 
Shoe Co., 




THANKSGIVING 



64 



HOW TO ADVERTISE A RETAIL STORE 




ST. VALENTINE'S DAY 



HANKSGIVING 



Is ono of tlic bnglitrst days in the Ameriran oal- 
ondar-f-wlien wc all meet, our iltni- friends witb 
the best wishes and good will to all. 

linn and Oirist- 

onr Btore. Many, however, 

cnts ))cfni'c 'j'hanl;suivinK, 



The days betv 



are selecting their pres. 
and arc theieby enabled 



the conduct of his business. He and his clerks are list- 
less. Everything soon points to inactivity. 

He waits until business prospects are better before 
using the newspapers again in the hope that he will get a 
larger return for his investment. Some there are who do 
not entirely cease advertising but they might better do 
so. They will leave an untimely advertisement standing 
for weeks at a time. This class expect to do a little all 
the time and are out for all they can get. But they do 
not take much interest in telling the people what to buy. 
They are even forgetful that the public needs reminding 
constantly of the store and its merchandise. 

When he expects a busy season he takes a large space 
to try to overcome the effect of his apathy during his dull season. This sort of adver- 
tising is as expensive as continuous advertising and not so effective. Now that the 
newspaper will allow advertisements to be changed every issue the merchant should 
show enough interest in them to tell his story in a bright and cheerful way. He 
should get his store talked 
about. He should make it the 
headquarters for those seeking 
values. 

Methods of advertising have 
materially changed in the past 
few years. Ten years ago the 
summer season, beginning in 
June, saw a reduction in ad- 
vertising space. The feeling 
prevailed that it was the dull 
season of the year and that 
people would not buy, as they 
were about to begin the vaca- 
tion season. Shrewd advertis- 
ers saw their chance and ad- 
vertised more liberally than had 
been the custom. Competition 
was sharp and there was a 

struggle for what money there was afloat. The idea has grown, and now the man 
who wants the buyers to come to him has to be as sharp in calling attention to his 
wares during the summer season, as he has at any other time of the year. Given a 
good medium, the man who advertises all the year around is the man who has the largest 
measure of success. 

Besides the seasons mentioned above the retail advertiser has other important events 
worthy of his attention. Public holidays are being more regularly celebrated than ever 
before, and the retailers of many lines can make capital out of them. The principal 
holidays and events of importance are: 

New Year's Day. April Fool's Day. 

Lincoln's Birthday. May Day. 

Washington's Birthday. Decoration Day. 

St. Patrick's Day. June weddings. 

Good Friday and Easter, Graduation. 




liave the larRci- stock to select from. 

There i.s no store in the city half as well 

equipped to supply suitable nifts for Christinas 

pivijn; .for all persons, as onrs. We have jnst 

the right thing for everyone, DIAMONDS and 

other precious stones, VVATTUKS, .T 10 W KI,R V, 

KS. OKNAMKNTK, CUT CLASS, SILVERWARE, DESK AHTI- 

1. TOII.IVr AUTICl.ES, L'MbUKLLAS, OPERA OLASSKS, LEATU- 

OODS. J'OTTERY, Etc. 

one is sure to l)ny .some gifts for Chrislm-is. AVIiy rot look around our 
before Intyiug? Yon arc sure to find something suitable here. 



a 



^cvdmmi 






Me will gladly lay away any article until Xmas if desired 




THANKSGIVING 



Fourth of July. 
Summer vacation. 
Labor Day. 
Thanksgiving Day. 
Christmas Day. 



Most of these days in passing can be made to help along some retailers. Some of 
them are of use to all retailers. 

A writer in Printer's Ink has compiled a list of the holidays generally observed in the 
United States. They are given on the following page: 



TIMELINESS IN ADVERTISING 



65 



New Year's Day. 
Franklin's Birthday (Jan. 17th). 
Lincoln's Birthday (Feb. 12th). 
St. Valentine's Day (Feb. 14th). 
Washington's Birthday (Feb. 22th). 
St. Patrick's Day (March 17th). 
Good Friday. 



Easter. 

Decoration Day. 
Fourth of July. 
Labor Day. 
Election Day. 
Thanksgiving Day. 
Christmas Day 



There are other feasts and holidays observed in certain sections: 

In the South there are the Battle of New Orleans (Jan. 8th). 

General Lee's Birthday (Jan. 19th). 

New Orleans Mardi-Gras (February or March of each year). 

Anniversary of Texan Independence (March 2d). 

Confederate Memorial Day (April 26th in Mississippi, Alabama, Georgia 
and Florida; May 10th in North and South 
Carolina; second Friday in May in Tennes- 
see). 

Jefferson Davis's Birthday (June 3d). 

Massachusetts observes Patriots' Day 
(April 19th). 

Pioneer's Day (July 24th) is a holiday in 
Utah. 

In Vermont the Battle of Bennington 
(Aug. 16th) is generally observed." 

The same writer in commenting upon "The Holiday 
in Advertising" says: 

"Some of these events could be made 
the topics of advertisements outside their 
own sections. It would be rather a pretty 
thing to call attention to Confederate Memor- 
ial Day in Northern States, for example. 

"Besides these, there are the birthdays of 
great authors, artists, musicians, statesmen, 
soldiers, patriots and celebrities generally. 
The birthdays of Shakespeare, Milton, Bee- 
thoven, Wagner, Michael Angelo, Rembrandt, 
Napoleon, Frederick the Great, and other 
great men whose names are known every- 
where, could be utilized, and it would not be 
bad policy to observe the birthdays of living 
rulers, as King Edward, Emperor Wilhelm 
and the President of France. 

"Robert Burns' birthday (Jan. 25th) will 
not be overlooked by the ad- writer who would 
stand well with Scotch patrons. Such atten- 
tion will make friends among the foreign- 
born elements in the community without 
antagonizing factions. Search of a good bi- 
ographical dictionary will reveal ample ma- 
terial, and it is quite possible to run a series of advertisements in which 
each day is distinguished by some such event, commemorated in a brief 
paragraph. Perhaps portraits could be used for illustrations. 

"As an educational feature such advertisements would command atten- 




TKeBoivlaivAMraieKouse &Martei6,Co. 
VALENTINE'S DAY 



ST. 



66 HOW TO ADVERTISE A RETAIL STORE 

tion from school children, while every person of intelligence would soon 
fall into the habit of reading the advertisement daily for this interesting 
feature. The feature need occupy but a few lines of space. Where space 
in dailies is out of the question the feature can be worked up into daily 
window cards, with portraits. After a week or two for the public to grasp 
the idea such a window would attract attention regularly, even in the 
crowded business districts of New York City." 

Here is an example of timely advertising that appeared recently in a Marshall, Mich., 
paper, and shows how passing events may be taken hold of by the advertiser. 

"If Mrs. Touse had had a gas range, this would not have happened. 

GASOLINE STOVE EXPLODED 

Hillsdale, July 12. — The dwelling house of Ira Touse, on 
Railroad street, was burned this morning. The fire was caused by an 
explosion of a gasoline stove, which Mrs. Touse was using in her 
work. In attempting to extinguish the flames Mrs. Touse was badly 
burned on the hands, and her clothes were also considerably burned. 
The loss is total, and will reach $1,000, with $700 insurance. 
A gas range is cheaper, etc., etc. — Gas Company." 

This advertisement makes use of an event that all had heard of and which, no doubt, 
was fresh in the minds of most of the readers of the papers. There are many news items 
of that nature that might be used as examples of why certain articles should be used or 
why they should not be used. 

Here is another way of taking advantage of outside matters in advertising one's store. 
This advertisement appeared in a Canadian paper: 

NO WONDER SHE DID! 

A lady visiting one of our customers, who has two Marshall Ventilated 
Mattresses in his house, said: "I woke up this morning and thought I was 
at the 'King Edward,' where we stopped last week, my mattress was so 
luxurious." 

The "King Edward" uses the Marshall Mattress in all its best rooms, 
and it undoubtedly is the most luxurious mattress in the world. 

The "Rossin House " is replacing the mattresses in their swell rooms with 
the Marshall Mattress. 

The C. P. R. uses them in all their "crack" hotels. 

It is also the cheapest mattress in the world, if you do not mind a few 
dollars extra when you are buying, as they last a lifetime. 

No other mattress is 1-2-3 with them. The price is $25.00 — no more, 
no less. 

The J. W. Drake Furniture Co. 

By way of explanation we might say that the "King Edward" mentioned is the King 
Edward Hotel, of Toronto, the finest equipped hotel in Canada. The C. P. R. is the 
Canadian Pacific Railway, the great trunk line of the country that operates many hotels 
along its route from coast to coast. It can easily be seen then that the prestige these cor- 
porations have in the country is utilized to its fullest extent in an efi^ort to convince the 
people that the Marshall mattress is the best to be had. 

The reader of the local daily newspaper, if he is wide-awake, can frequently find 
reports of events which will serve as a text on which to write a good advertisement. For 
instance, a short time ago an accident occurred on a street railway in Los Angeles, Cal., 



The 

gesi Dcpinmeni Store 
In Si. Louft. ?!■ 
floort, occupying il 
most ibe eniire block 
bounded by Sixih, Sev- 
cnih, Olive ind 
Locuil streets, 
devoted lo the 
file of highest 
grade goods. 




^vcry price ( 
U very ipcclil. You csn 
well combine business 
with p/easurc when you 
mend ibe opening tomorrow by pick- 
ing I few of these birthday plums. 



William 



OODSCO. 



68 



HOW TO ADVERTISE A RETAIL STORE 



awre open all day 




because a cast-off shoe was wedged in the track. The shoe threw one car from the rails, 
which colhded with another, causing considerable damage to the railroad property and 
some injuries to the passengers. If one of the shoe dealers there had claimed that this 

shoe was a' fair sample of the solidity and durability of 
his shoes, the event could have been used to advantage as 
an advertisement. 
/»-%^i/^ i^ht^k^ii^ f Once in a while there is a report from some city near 

/ I I ' ' or remote that a person has found money or lost money 

through the custom of using a shoe as a secret bank of de- 
posit; and by taking advantage of such a report, a shoe 
dealer can state: "There is Always Money in Our 
Shoes." 

The alert advertiser keeps his eyes and ears open for 
passing events, and then times his advertising to suit the 
occasion. Popular sentiment and social events are care- 
fully watched for cues on which to hang advertising 
ideas. Of course, tact and judgment must be used, not 
to offend people's prejudices or sympathies. Some sad and 
instructive mistakes have been made along this line by 
many retailers. Every word in the advertisement should be 
looked at and considered from the standpoint of the 
people who are to read it. If it is going to impress them 
favorably, then it should be printed. 

Throughout the text of this chapter will be found a 
number of advertisements showing the typical manner in 
which some of our holidays are taken advantage of in the 
advertising of retail stores. 

The William Barr Dry Goods Co. have taken advan- 
tage, as do most large stores, of their anniversaries. "Our 56th Birthday Cake" is an 
orignial design, but one that was hardly worthy of its object. The advertisement was 
rendered much less readable by having it set in such a manner that the paper had to 
be turned around before it could be read. 

The Wanamaker advertisement is out of the ordinary, and while not intended as an 
advertisement of the store must have advertised it in a manner that no other kind of adver- 
tisement could have done. 









CHAPTER XIV 



THE "TALKING POINTS" OF THE ARTICLE ADVERTISED 



THE retail merchant who does his own advertising has one advantage over the gen- 
eral run of advertising managers in the larger stores. He is handling every day 
the articles he is advertising; he usually buys them himself and knows the reason 
why he selected those particular ones from many. Those reasons sometimes are the very 
best to place before the public. The advertising manager of a large retail store may be 
well versed in a general way with the goods he is advertising, but his duties are far too 
onerous to allow him to keep posted on the newest styles, and with the fluctuations of 
prices from time to time. He usually has to depend upon the buyer's or department 
manager's word for the facts given him. 

Buyers are usually enthusiastic about their own purchases, and it is little wonder that 
they are sometimes led to exaggerate in the information given to the advertising man. 
The details given are accepted as facts, and if not correct the error almost invariably 
creeps into the newspaper. 



THE "TALKING POINTS" OF THE ARTICLE ADVERTISED 69 

The retailer then has the advantage of knowing absolutely that his statements are 
truthful unless he deliberately tells a falsehood. The merchant who sets out to gain 
business by misrepresentation will soon find that he is losing, instead of gaining it. Busi- 
ness integrity is the retailer's greatest asset. He should at all times be cautious not to 
abuse this asset, or he will find some day a great shrinkage in its value. 

It is one thing, however, for a merchant to know all about his goods, and quite another 
thing to be able to tell the prospective customer about them. The reason for this is not 
far to seek. The retailer, at a glance, knows the value of the article, the good points, 
the poor ones, what kind of trade it will suit, and so on. He knows this by intuition, 
by comparison with others, and from his experience with others. He does not take time 
to begin at the beginning, and take up each point at a time. It is not necessary, because 
he is so used to judging articles of similar make and style that one glance unconsciously 
takes in all. But the customer must be told about the article from his or her standpoint. 
They cannot judge as readily as the merchant, so the process must be treated point by 
point. The merchant, perhaps, would not make a very good analysis of an article in 
regard to its selling qualities, without some thought, yet the minute he sets his eyes on it 
he can declare, almost infallibly, that it is a good selling article, or that it is not a good 
one for his trade. 

The advertiser should learn to analyze the article, so that he can present the best 
points in his advertisements. Every article has some good points, and many have some 
very superior ones over others of similar make. 

To analyze an article he should first of all know the following facts: 

1. What the article is. 

2. What it is used for. 

3. Why it should be used. 

4. Who uses, or who can use it. 

5. The price, in comparison with other prices. 

6. Where and how the article is made. 

7. What it is made of. 

8. Its advantages over similar articles. 

Suppose, then, for the purpose of illustrating how this analysis may be made, that we 
take a line of shoes and analyze them. We will at the same time pick out good talking 
points about them and note any phrases that may present themselves as of advertising 
value. 

Suppose we take a line of shoes that are advertised as Peerless brand and which sell 
at $3 per pair. They are made only for women. 

ANALYSIS 

1. The Article to be Advertised. 

(a) Peerless $3 shoe for women. 
Comfort in every step. 

2. What it is Used For. 

(a) Protection for the feet. 

All women must wear shoes of some kind; why not Peerless? * 

(b) Style. 

The newest fads and fancies. 
The sensible every-day styles. 
Comfort styles for elderly ladies. 
A stylish shoe sets off a pretty costume. 



70 HOW TO ADVERTISE A RETAIL STORE 

(c) Fit. 

Many sizes and widths. 
Measurements always accurate. 
Special measurements for special cases. 
Ifs the fit that gives a shoe style. 

(d) Comfort. 
Easy walking. 

Pliable and flexible soles. 

Special care in lasting. 

No roughness in linings or soles. 

No tacks nor threads. 

A perfect fitting shoe makes tvalking easy. 

3. Why They Should be W^orn. 

(a) Because they are stylish — ■ 

For Dress wear. 

For Street wear. 

For Any wear. 
(6) Because they are reasonable in price. 
(c) Because they fit perfectly. 
{d) Because they are comfortable. 
If a woman s shoes look well her feet will look well. 

4. Who Wear Them, or Who Can Wear Them. 

(a) The woman of fashion. 

(b) The comfort loving woman. 

(c) The particular woman. 

(d) The rich and the poor. 

(e) The maid and the mistress. 
A style for every walk in life. 

5. The Price. 

(a) Always $3. 

(b) Same style'and comfort as higher priced shoes. 

(c) Any woman can afford $3 for Peerless shoes because she always gets $3 value. 

(d) Many higher priced shoes wear no better. 

(e) Cheaper than lower priced shoes because always full value for the price. 
$4 Wear, $5 St?jle, for $3 cash. 

6. Where and How Made. 

(a) Rochester, N. Y. 

Leading city in America in the manufacture of ladies' fine shoes. 

(b) Sanitary factory. 

Light and airy surroundings. 
Skilled workmen. 

(c) Thorough inspection. 

Must be up to the Peerless standard, or the Peerless brand is not placed on 
them. 

(d) Goodyear welts. 
Equal to hand sewed. 
Smooth inner soles. 

Soles more flexible than machine sewed. 



THE 'TALKING POINTS" OF THE ARTICLE ADVERTISED 71 

(e) Hand turned. 

Lightest soles made. 
Flexible soles. 
Dainty appearance. 
Walking made easy and graceful, 

7. What They are Made of. 

(a) Uppers. 

Best obtainable leathers. 

Ideal kid. 

Rex patent kid. 

White's box calf. 

Velours calf. 

Kangaroo. 

Vici kid. " 

Dongola kid. 

Gnu calf. 

Gun metal calf. 

Proper leathers used for proper occasions. 

(b) Linings and trimmings. 
Wear-proof linings. 
Perfection circlettes. 
Diamond fast-color eyelets. 
Silk stitching. 

(c) Bottom stock. 
Solid leather insoles. 

Solid leather counters and boxes. 
Oak and union outer soles. 
Sewn with well waxed threads. 
No nails or tacks. 
" There's nothing like leather when its well put together." 

8. Advantages Over Others. 

(a) Better made. 

A specialty that must be kept up to the Peerless standard. 

(b) More comfortable. 

Greatest caution taken to keep inside of shoes smooth and linings without 

wrinkles. 
Leathers used are perfectly tanned so as to afford proper air circulation to the feet. 
No burning sensation. 
Do not get out of shape and become uncomfortable because they are properly 

lasted. 

(c) Wear longer. 

Leathers specially selected. 
Honest workmanship. 

(d) Look better. 
Perfect in finish. 
Perfect in shape. 
More stylish. 

New fads and fancies added as soon as developed by special high class 
designers. 
Not an experiment, but a shoe of proven value. 

In the above analysis there is material for a thousand advertisements. The lines or 
phrases set in italics could be used as catch lines, headlines or mottoes. The analysis is 



72 



HOW TO ADVERTISE A RETAIL STORE 



of a brand of shoes and not of any particular shoe. When some particular shoe is to be 
analyzed the following special points should be developed: 

1. Style of shoe. 

2. For what kind of wear. 

3. Who wears them. 

4. Price. 

5. How made. 

6. What made of. 

7. Advantages over others. 

These several points should then be sub-divided as found necessary. For instance, 
under the style of shoe would be taken up, (a) the style of toe; (b) the style of heel; (c) 
the arch of shank; (d) particular cut; (e) etc., etc. 

It is just possible that some merchants would profit greatly with an analysis similar 
to the above. A critical survey of any article will give the merchant abundant idea for 
advertising it. If something like this method was used oftener there would be fewer 
advertisements like this: 

-f ♦♦» M M ♦♦♦♦»♦♦ ^ ' 4 ♦♦♦♦♦♦ M » M 4- 
NEWEST FALL STYLES. 

All the latest styles and leathers. All the 
best values at the lowest prices. All sizes 
and widths, etc., etc. 

t M ♦ M M » M M ♦ M ♦♦ M ♦♦♦♦♦♦♦♦ -f 

Any article can be analyzed in this manner. Some analyses will bring out more points 
than others, but each will bring forth abundant material for a good sensible advertising 
campaign. The deeper and more carefully the advertiser goes into the analysis the 
more light will be thrown on the article to be advertised. 

There are often other "talking points" about a brand than are apparent in the article 
itself. The packing or method of finishing may afford more talking points than the 
goods themselves. 

There has been a mint of money spent in exploiting the "Inner Seal" package. In 
this case the cracker is made by the same process as other manufacturers use but the 
"Inner Seal" package protects the biscuits from losing their crispness and becoming 
tainted by handling. The package is a good "talking point." 

"We Couldn't Improve the Powder so we Improved the Box" is the way a soap 
manufacturer exploits a new style of package. This new style of package was the 
talking point used in advertising that brand of powder. 

A clothing firm seeing that the piling of clothing on counters, one coat above another, 
must inevitably wrinkle them and cause them to loose much of the shape they received 
by pressing in the factory, designed a cabinet and racks upon which to hang the clothes. 
This led to one firm adopting the name of "Fit-Reform" and the cabinet became the 
talking point. 

Another clothing firm, knowing the prejudice there is against ready-made clothing, 
finished their product "up to the trying-on stage" as they termed it. This probably 
only extends to the basting in of the "turn in" of the hem at the sleeves and at the bottom 
of the trousers. An elaborate style of basting threads are also run through collar and 
shoulder. The firm adopted the name of "Semi-Ready." They exploit the fact that 
the clothing is merely ready to try on and will be finished to order in two hours, and have 
largely overcome the prejudice against ready-to-wear garments. That feature of their 
clothing furnishes their best talking point. 



THE "TALKING POINTS" OF THE ARTICLE ADVERTISED 73 

A shoe firm placed a buzz-saw in their window and displayed shoes of their own 
and their competitors make cut up so that the material used in their manufacture could 
be seen and compared. This became a talking point with this firm, and was so thoroughly 
exploited that one can hardly see a picture of a buzz-saw without coupling it with the 
name of "Regal Shoes." 

The merchant who will ever strive to put information into the description of his goods, 
and reason into his arguments will surely sell more goods. The merchant who always 
says the same thing, this season the same as last, and the same things that his neighbors 
are saying all the year around, will not sell much of his wares through his advertising. 
He cannot expect to reap a harvest from old seed — bald statements. The field may be 
fairly well covered by the newspaper circulation and the public may be anxious to buy 
just such goods as the merchant has to sell, but the seed is too poor and old to germinate 
any idea of the facts in the reader's mind. 

Newspaper advertising is made profitable only by those who know how to use news- 
paper space properly. One must know his wares, and be able to tell the public all about 
them. 

It is not necessary to use high sounding phrases or polysyllabic words. In fact, 
simple words and honest, straightforward logic is more easily understood, and more 
convincing when read. 

Avoid all such worn-out expressions as: 

An inspection of our stock is solicited. Our goods stand on their merits. 

Prices always the cheapest. Fine goods a specialty. 

We have the best facilities, etc. Headquarters for . 

Marvels of popularity. Give us a call and be convinced. 
All are cordially invited to call and in- From their sterling worth. 

spect, etc. A most enviable position. 

Our stock is complete. Largest assortment, lowest prices. 

We have a grand collection, etc. Largest range in county. 

Everything first-class. A well selected stock. 

The best goods at the lowest prices. Call and get our prices. 

Cannot be beat. See us before buying elsewhere. 

Best in the land. Your trade is solicited. 

Our stock compares well with any to be None but the best for sale here. 

found. We have a large stock to select from. 

Some of these phrases, such as "See us before buying elsewhere" and " Prices always 
the cheapest," are so common and are so bad that the newspapers ought to refuse to 
print them. Some of the phrases represent proper sentiments, but one should get away 
from the stilted style of our forefathers, who were merely experimenters in advertising. 
If a man wants to say his stock is the largest in his city he can do so without saying 

"Largest range in city." He surely can find a more acceptable way of expressing 

himself. 

When a man begins to talk of having the largest "range" or "stock" in any place, 
you may make sure his statement will bear looking into. If he says " Come, look over 

the large variety of styles we offer you in " then you may make sure the variety is 

large. 

Some men imagine that literature and composition have nothing to do with advertise- 
ment writing. They would fling grammar to the dogs and say what they wish to say 
in the very first words that come along. The untrained man would make a bad mess 
of it if he followed such a proceeding. Every word should be made to have but one 
meaning. If it can be read in any other way another word should be selected that will 
express the particular shade of meaning intended and no other. 



TITLES. 








TITLES. 












Store Paper. 








Store News. 


Items of interest. 








Advanced Styl*. 


Grocery News. 
Dry Goods Items. 


-0» 


Select the name for your papw. 


tm^ 


Store Items 
-s Monthly. 


Store Magazine. 








Stora-Balletln. 


How to Save Honey. 








Bargain News 


Bargain Counter 








Fashion Items. 


•« WeeKI/. 








WeeBly Balletln. 



Published r?Lj;^ br 



Vol. 



Montgomery, Ala.,. October, 1904. 



No. 1. 



Space for a short announcement. A 
sort of editorial praising your store. 



The Weather Prophet. 



from South Jersey I 

bureau the other day. He had 

•• Where's the guy wot runs this office?" 
he asked. 

■• He's out," said the office boy. 

" How long has he bin out?" 

• Three or four days." 

■• 'Well, Where's the geezer whoso bin 
tellin' every day that it wuz goln' to be 



" Well, sonny, how did you do It?'' 
" This 'er way. We can't give out anj 
predictions till we hear from Washington, 
•any way — see?" 

" Washington finds out what kinder 
weather we're goln" ter have, and tele- 
graphs It on— see?" 

" Yes." 

" Then all we have ter do is to say the 
eame thing over again — catch on?" 



Golden Nuggets. 

Spontaneous enthusiasm is the kind 
that wins. The manufactured sort is 
never "just as good." 

Some men can give a dozen excuses 
for doing wrong, and overlook the rea- 
son for doing right. 

The ability to turn stumbling blocks 
into stepping stones is often worth 
more in a pinch than a fat purse. 

Very often the man who has achieved 
the rcjiutation of being u "good fellow" 
did it at the sacrifice of his family's 
welfare. 

JVater rises to the height of Its 
!«urce and no combination can keep it 



down iQng. Every man gravitates to 
where he belongs. 

There Is more happiness In a humble 
liome paid for tlian there is in a fine 
mansion whose roof sags with the weight 
of a mortgage.— 3'Ab Comnuner. 

Always take tlie *sho*rt cut, and that 
is the rational one. Tl'.eiefore say and 
do everything according to soundest 

It Is ,better to be placid ■ tlmn acid. 
The quickest way to get everybody 
sour on you Is to be sour on everybody 
yourself. People tura to a cheerful 
man instinctively, as chickens flock to 
the south side of a barn on a day in 
winter. — Jed Scarboro. 



Sp^ce for your ad. 



Other pages arranged in similar manner. 



■ ■ Ington 



tell 



whnl the folks 

goln* to be" around here?" 

" Well, when* the boss Is round, we 
kinder flgger H out ourselves— hut If It's 
' from what Washington saye — 



dltrercn 

and we ain't rlght- 

" But If you are right?" 



But I think Mark Twain 
vise his Btory about the i 
In America, and call him 
reau chief In Washlngtoi 



kick" 



have 
usele; 



do things up here?' 
ve been getting more hot 
Is good for my farm. and. I 

the weather predictions go. 

n Irrigation plant. 



Give uSpy to fill lhi« space for foui pages, numbtu-'ng the i 



The New Boy. 

"Now. Tom." said the general mana- 
ger when the nenf t>oy r«purted for duty, 
" let me Impress upon you tliat thla la a 
critical period In yotir career." 

"Yes. sir.". , 

"You can' climb to the top." said the 
general manager, wheeling around Id hla 
chair, " or you can fall to the lowest 
depths. All depends on yourself. Do you 
"Understand me, Tom?" 

" Yes, sir." 

" If you are honest, smart, truthful, 
tidy, diligent and pleasant to every tK>Uy 
you are certain to go onward and upward. 
You may f\ot stop short of Congresi*. YaU 



President of 



"Is that In Brooklyn?" asked the ■men- 
' Yes, yes. Very good. Well, Tom, you 
V even become President. Yes, my bd. 
Unite States. Do you 



" Yes." replied Tom. beginning to 
whimper, " but this Is me first Job." 

" Don't cry here," said the sympathetic 
general manager. " your wages are t2 a 
week. Go Into the cellar and learn to 
peel onions. We use barrels of 'em In the 
pickling business." — New York Press. 

Humor in Ads. 



There is a ere&t deal of 
fuund In the artvt 
English dally pape; 



be 



Lijy pap 

_ _. __ __nd will take the trouble Co <_„ 
cover ll. ■■ Tlt-Blta ' recently published 
ihe following cxamptes. 

Talte, f ,r Instance, this announcement, 
which excited much epcculatl^.n nnd mur- 
limeni a few yeara ago 

■• Five Pounds Reword —This sum will 
be gladly paid by the advertiser to any 
one who. before the last day of this 
month, win supply him with a pint of live 
fleas, which he requires for the purpose 
of a wager Smaller sums will be paid 
pro rata for smaller quantities of the in- 
sects to make up the required quantity. 
Address ." Whether or not the ad- 
vertiser won his wager the writer does 
not know, but If he did, it is certain the 
reward was well earned. 

A few weeks ago an equally amusing 
advertisement appeared In several of our 
London dallies. *' To Those in Want of a 
£& Noxe This sum can be earned by any 
one who will supply a thousand fine, large 
cockroaches to the advertl-^^er. who Is 
required by his landlord to put his house 
In the same condition as when his tenancy 
commenced Liberal terms are also of- 
fered for an assortment of spiders, mice, 



This I 






been the work of a wag, for when pe; 
In want of that £B note presented t 
selves at the .rtddress given the U 



ed very Indignant 
meir stock at any price 

Among advorilsemont; 
which give rise to curio: 
tlon was the following, 
1SR3 



for many weeks 



] tipeCUlit' 

,u°'mbe"*4 
reward of 

lel'le-a'^W 
(lavo beej 
Somerset 



House and Charing Cross" 
the reward was Increased to £100. or 
8,000 times the value of the missing coin, 
it Is difficult to Imagine what could give 
BO small a coin such a value In the ey«» of 
Its former owner, but It Is safe to ak9 
that Its history. If It could be known, 
would bo even more Interesting than the 
advertisement. 

The following advertisement, which ap- 
pears In a German paper, should be wel- 
come to all — to the unrcgenerate for its 
(fualnlnoss and to the temperance party 
for the evident reformation In the habits 
of the advertiser which It presuppo.«B: 
" Herr Olio Broghammer, who Is giving 



"I lost all my money in Wall Street," 
romplains the lamb. 

Too bad. Why don't you advertia*" 
for it?" asks the friend 

'The other fellow advertised for It 
•bom one, with a vexed air. 



SUPPLEMENTARY AIDS TO NEWSPAPER 

ADVERTISING 



CHAPTER XV 

STORE PAPERS 

STORE PAPERS, or "house organs," as they are sometimes called, should be care- 
fully considered by every retail advertiser. When the conditions under which 
the merchant finds himself are such that extensive newspaper advertising is not 
profitable, it is altogether likely that a store paper could be published to advantage. 

The retailer who has a small store in some isolated part of a large city cannot use the 
newspapers, because the expense of advertising in large dailies is more than he could 
expect the returns would be. This is so, because in his case he has to pay for thousands 
of circulation from which there is absolutely no possibility of getting returns. He can- 
not expect to draw trade from all parts of the city, nor from the number of small towns 
surrounding the city in which the paper circulates. He can only draw trade from the 
immediate vicinity of his store. His possible customers live within a few blocks of his 
location. To reach these possible customers by advertising in the daily papers is an 
absurdity. He must find other means of reaching them besides the daily. For the 
retailer so situated there is no better medium than his own store paper. 

The merchant who is situated in some small country town, or who has perhaps a 
"cross-roads" store, could advertise very effectually with a store paper. There are many 
localities where there are one or two stores and a small cluster of houses that make up 
some village or town. There is no paper, weekly or daily that is published there, although 
it will usually be found that some particular local paper circulates very largely among 
its inhabitants. Sometimes it will pay the merchant to use these papers and sometimes 
it will not. The question of cost of space enters very largely into this proposition, as it 
does with the small merchant in the large city. A store paper circulating in the village, 
and among the farmers whose homes surround it, would serve the same purposes of the 
store as a regular newspaper. But it must not be inferred from the above that the store 
paper is merely a substitute for the daily or the weekly newspaper. It is, in the cases 
mentioned, but there is no store, large or small, that could not profitably use a store 
paper of some kind. It should not be looked upon as a substitute for the regular news- 
paper but as a supplement to it. As such it can be made a powerful medium for reaching 
new and old customers alike. 

The store paper can be made quite elaborate and costly or it can be made plain and 
inexpensive. It can be made to cost as much as five or ten cents a copy or the cost can 
be kept down to about one cent. 

Even if the cost of such a paper published monthly should be three cents per copy, 
including mailing, it is not too expensive for a very small store. It is a direct message 
from the store to those to whom it is sent, and at three cents per copy costs about the 
same as a circular letter. But where the store paper is issued regularly each month it 
takes the place of all circular letters; it takes the place of booklets, leaflets, and such other 
printed matter that most stores send out occasionally. With it can be mailed such cir- 
culars, booklets, leaflets, etc., that manufacturers and wholesalers send out in consider- 
able quantities for retailers to distribute. 

In some cases the manufacturers and wholesalers would willingly pay for a card in 
such a paper for the purpose of advertising some one or more of its specialties. By doing 
so they would be sure of having those specialites stocked and pushed by the merchant 
issuing the store paper. When cards of this nature are obtained it helps to lower the cost 
of getting out the store paper. 



78 HOW TO ADVERTISE A RETAIL STORE 

The store paper has many advantages over the regular newspaper. It gives the mer- 
chant plenty of space in which to tell his story. In a newspaper his space is limited to a 
certain extent by its cost. In the store paper he can make his advertisements more lengthy 
and chatty. He can be more familiar with his readers. He can get closer to them with 
little "heart to heart" talks. In the newspaper he must be brief. He must tell his story 
in the most direct manner, using the fewest words possible. 

The advertisement in the store paper can be more confidential, as it were, for the mer- 
chant is talking to readers who know of the store. In the newspaper advertisement the 
message of the retailer is intended to reach if possible all classes and conditions of men. 
People who know the store, people who never heard of the store, all read the newspaper 
advertisement, and it must be to some extent more general. 

In using a store paper the merchant pays for no useless circulation. Its circulation 
is absolutely within its own control. He knows positively that his advertisements therein 
reach only persons who will make desirable customers. 

Then his message to the reader when inserted in the store paper is not hidden away 
among dozens of other similar messages, all clamoring for the same trade and all saying 
practically the same thing and using practically the same arguments and offering practi- 
cally the same inducements. There are no advertisements in his own line or in fact in 
any other line, trying to attract the readers' attention at the same time as his own. This 
in itself should be sufficient to prove the worth of a store paper. 

A newspaper is taken usually for its news value. The advertising columns are in 
reality of secondary consideration. But even while this is generally true there are many 
newspapers bought because of the large amount of advertising to be found in their pages. 

All readers of a newspaper cannot be expected to read all of the advertisements, but 
there are a few who do read all of them. There are many, however, who will glance 
with curiosity over the advertising columns, reading the most striking and attractive 
advertisements. It is positive, then, that the more attractively the advertisement is pre- 
sented the more likely it will be read. In the store paper more attention can be given 
to the impression the message is to convey and less to its attractiveness from a typo- 
graphical point of view. It is not necessary to use so many large and striking headlines 
in the store paper advertisement, but it should be neat and artistic in display for all that. 

The store paper becomes in time identified with the store issuing it. Every time it 
is received the merchant and his wares are mentally seen and reviewed by the recipient. 
This in itself is by no means a small i)art of an advertisement of any kind. 

Because the store paper takes the place of booklets, leaflets, mailing cards, circulars 
and such other printed advertising it should combine in one all the best features of each. 
The editorial should in reality be a circular letter. It should never be long-winded, but 
short and breezy. There should be articles written about certain wares much in the 
same way that a booklet would be presented. There can, and it is often advisable that 
there should be, a list of articles and their prices. This represents the catalogue. A 
short puff in the news column represents the mailing card. It can be seen then that 
the merchant can issue all of these, once each month, at the cost of printing and dis- 
tributing one. 

The value of the store paper will depend largely upon its contents, its "make-up" 
and the regularity with which it is received by the prospective customer. 

If it is issued monthly it should be the aim of the merchant to get it out upon the same 
date each month. Conditions will dictate the best day of the month for that. If 
the merchant is situated in a "railroad town" or if there are any large manufacturing 
concerns in his city from which trade can be drawn, his aim should be to have the paper 
reach his customers the day before pay-day. He then has his little say just when the 
month's wages are being apportioned and comes in for his share of it. 

If the publication is to be issued quarterly the regularity of issue does not enter so 
largely into its value. Weather conditions and other circumstances may make it advis- 
able often to delay sending out the quarterly for many days and sometimes for a whole 
month. The paper should reach the public at a time when they are about ready to buy. 



f 



STORE PAPERS 79 

If it reaches them too soon they are Hkely to forget it. If too late its value is lessened 
by the number of purchases that have already been made at other stores. 

The paper may be a small four-page sheet, the pages measuring when folded but 
a few inches each way, or it may be as large as will meet requirements, even to the 
size of a regular newspaper. A good size for most purposes would be a four-page sheet, 
each page measuring just half the ordinary size of the modern or standard newspaper 
page. This size is handier to handle while being read than the larger newspaper size. 

The stock used should be better than that of the newspaper. If many, or even any, 
half-tone cuts are to be used the stock should be at least a fair quality of "book" or 
machine finished paper. The printer can help the merchant make his selection in this 
matter, showing him the advantages of one stock over another in the appearance of the 
paper when printed. 

A tinted paper may be used for the store paper, as it will then tell, at a glance from 
any one familiar with its appearance, just what it is. When lying around on the reading 
table or among other papers its peculiar and familiar tint will make it prominent. In 
this selection of tints it should be understood that when once a tint is decided upon it 
should be used exclusively if these advantages are to be gained. 

The contents of the paper should not all be advertising. Nor should it all be news 
of the store. It should contain valuable information and amusing literature. It should 
contain matter that is of local interest. Short stories by local talent would prove a good 
drawing card and insure a reading of the paper by all of the author's friends. It would, 
at .the same time, make the author and his or her friends staunch customers of the store. 

It is not advisable to try and record the out-going and the in-coming of local per- 
sonages. This should be left to the local newspapers. 

Items of historical interest will always be read when the interest is centered in some 
local person or place or building. Items of national importance having a local interest 
are very good and will attract considerable attention.' 

Statistics when put into popular form are always interesting. No matter what the 
subject, whether it be historical, biblical or commercial, so long as the items are inform- 
ing, it will be eagerly read and often quoted with the added acknowledgment, "I saw 
it in Store News.'' Columns of this kind of matter can be obtained from the newspapers 
and magazines. They usually run something like this: 

Every square mile of sea is estimated to contain some 120,000,000 fish. 

The Golden Gate, the entrance to the bay of San Francisco, is one mile 
wide at its narrowest part. 

A Swiss watchmaker has invented an electric watch which will run for 
15 years without being rewound. 

There were 6,000 duels in Germany last year, with a mortality of 22, as 
shown by official reports. 

What an English paper says is the greatest incubator in the world is at 
Batary, near Sydney, Australia. It accommodates 11,440 duck eggs or 
14,080 hen's eggs. 

The smallest oak trees are to be found in China. They are not one and 
one-half inches high and will take root in thimbles. 

Charley Mitchell is the richest pugilist in the world. He is said to be 
worth $200,000. Nearly all the other professional fighters soon part with 
their money, but Mitchell clings to his. 

If a railway were built to the sun and trains upon it were run at the rate 
of 30 miles an hour, day and night without a stop, it would require 350 years 
to make the journey from the earth to the sun. 

In the South American regions where cattle are killed by the tens of 
thousands for the export of meat and hides, the bones are used as fuel. 

In Holland the new anti-strike law prohibits strikes on government rail- 
roads, under a penalty of four years' imprisonment. Government servants 



80 HOW TO ADVERTISE A RETAIL STORE 

are forbidden to take collective action on the ground that they are state 
employes. About two-thirds of the railways are owned by the Netherlands. 

In Russia, when coffins are covered with cloth, the color of the covering 
is, to a certain extent, distinctive, pink being used when the deceased is a 
child or young person, crimson for women and brown for widows; but 
black is in no case employed. 

The woods of northern British America are still infested by hundreds 
of queer species of bison known as the wood buffalo. He is much larger 
than the bison of the plains, which formerly abounded in such numbers. 

Some of these items can be utilized to help out in the advertising of articles in stock. 
They can be used singly or as a collection, as shown above. Take the first item for 
instance. It may be made to read: 

Every square mile of sea is estimated to contain some 120,000,000 fish. 
In the course of a few years we will have sold a square mile of fish. But 
we are not selling fish by the square mile at present, but by the pound. 
We have fresh fish every Friday during this month. These fresh fish are 
fresh — not frozen. We see to that. (Etc., etc., quoting prices.) 

The column of wit and humor should not be forgotten. This is a source of joy and 
amusement to all classes and ages, for "A little nonsense now and then is relished by 
the wisest men." 

A column of proverbs, wise sayings, weather predictions, etc., are all good news 
matter for the store paper and should be freely used. 

A short story and a few verses should also find a place in its pages. Every one enjoys 
a good short story, and verses that appeal to the heart are oft-times treasured for years. 
A short serial in three or four installments would have a tendency towards the preserva- 
tion of the paper. If nothing of this nature is used to make people preserve the paper 
instead of destroying it after it has been read, the results from the advertising pages are 
not likely to be prolonged. 

A column for boys and girls should also be maintained. If this can be made of local 
interest by printing short stories by youthful authors it will be anxiously looked for by 
every boy and girl in the community. 

A puzzle department would also prove of interest to boys and girls. If a few inex- 
pensive prizes are offered each month for the best solutions, the value of the paper would 
be assured. Prizes, especially monthly prizes, will have a drawing power that no other 
can have. A prize for boys and another for girls would fill the bill, although two for each 
might prove better. The prizes need not cost over half a dollar apiece, and prizes of 
even less value (cost) might be offered with success. 

This might look like too much work to some merchants, but to one who takes any 
interest in its preparation at all, to edit the paper would soon become the most pleasant 
duty of all. If the merchant has not the time nor ability, and it requires some ability, 
to edit the paper, it might be handed over to one or more of the clerks to attend to. Some 
young lady with literary tendencies might be induced to undertake it for the purpose of 
gratifying her desires to see her name in print. 

In the make-up of the paper the store should not be neglected. The store should 
prepare display advertisements for the store paper the same as for the newspaper. The 
headlines, as before stated, need not be printed in a very heavy face type, and can be 
made very attractive if properly looked after. 

Besides the display advertisements there should be numerous little "puffs" or "read- 
ers" sprinkled throughout the reading columns. There should not be so many of these 
that it is hard to find anything else, for then the value of the whole paper as an advertising 
medium is lessened. 

Seasonable lines should be featured in each issue. A short ten or fifteen line article 



STORE PAPERS 



81 



Cunningham's Bulletin. 



Telephone, East 71. 



DETROIT, JUNE. I9O6. 



a64 JOS- CAMPAU AVE. 
' Cor. Monroe Avenue. 



VOL. XII. 



>. 6 



The " Bulletin " bts i circulaliOD of 
4000 copies. 

It is not of the patent inside variety, 
but is published by myself entirely in 
the interests of this store. 

ANDREW R. CUNNINGHAM. 
264 JoscrIi Campau Avenue, 
Mich. — 



1906 




JUNE 




906 


1 


c 


S 


s 

3 


1 


1 


1 



~2 


8 


4 


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A small bad boy crawled under 
the bed when his mother wanted 
to punish him. She couldn't get 
bim out and she left him there until 
his father returned that evening 
from the ■ city. When the father 
was told about the case, he started 
to crawl under the bed to bring 
forth his disobedient son, but iras 
almost paralyzed when the little fel- 
low asked, "Hello, is she goijig 
after you, too?" 




Our Ice Cream Soda . with 
Crushed Iruit 

is just about the most deliciously 
satisfying beverage that has ever 
been invented. To those who lite 
ordinary ice creaai.soda ours will 
be a revelation. For one thing 
we give an extta large portion of 
Ice Cream in each glassful, and, 
instead of usiax ordinary flavors, 
we use the pure, dcushed fruit. 
You cannot imagiitt^ anjnhing thai 
tastes half so good. After once 
trying it,, you will be sorry you 
didn't try it before. 



QUALITY 

•w Nosf Vital Store 
Principle. 

Our trade has been built ufipn 
quality, with quality and by qual- 
ity — quality of drugs — quality oj 
everything. The market is full 
of "shoddy" goods — goods which 
only have pnce m their favor. 
We will have none of them. If 
wc can't sell dependable goods we 
will sell nothing, for this store's 
guarantee is back of every pur- 
chase, and our suarantee means 



Once there was a woman who 
calle4 upon a" acquaintance and no- 
ticed that she had a pair of shoes 
and a n^tsp^per ararnged to look 
like a man reading— one of those 
men who elevate itheir feet and hide 
behind their paper 
t "What on earth does that mean?" 
said the caller. 

"Oh, that," replied the wife, "is 
fixed 'Tp so I will not get lone- 
some — you see when my husband 
is home that's all I see of him." 

Substitutes might do in some in- 
stances, but not m store keeping. 
The people soon discover the mis- 
representation, and they are not so 
kind as the good housewife who sel- 
dom saw her husband. 

They know full well there are 
other stores where misrepresentation 
is not tolerated — stores that have a 
habit of giving as much or more 
for their money as they advertise. 

Obviously this good habit is e>- 
emplifieo at Cunningham's Drufe 
Store, where values are often un- 
derestimated and never overesti- 
mated. 

A lost customer is the worst blow 
a store can receive, for it is only 
a question of time until the friends 
of that customer pull away also. 

We are gaining customers every 
day. so we know the policy of this 
store is appreciated. 



HER USE OF THE DIRECTORY 

A stylishly dressed and alto- 
gether good-looking women was 
turning over the leaves of the di- 
rectory in a leisurely manner when 
an irascible old gentleman, known 
to his many acquaintances as a 
man with a very small stock of pa- 
tience, entered. He wished to use 
the directory, too, possibly to look 
up the address of a man who owed 
him money. He stood about, now 
and tiicii castirig heavy looks m 
the direction of the directory, and 
coughing suggestively. 

A business man. in a hurry fol- 
lowed. He wanted to know where 
Walter Jones lived ft is a block 
or two away, but he has forgotten 
the number. He fell into line. 

Then a man who sought some 
city official, but knew nothing 6f 
his office, except that it closed in 
a few minutes, joined the ranks of 
waiters. 

Still the woman placidly turned 
over leaf after leaf, without any 
apparent intention to decide whether 
the name she was seeking was 
Brown, Smith or Jones. 

Finally, when matters were begin 
ning to grow very tense, a young 
man rushed in. His mission would 
positively admit of no delay so he 
politely offered to assist the woman, 
suggesting that his experience might 
tend to save time and lessen her 
labor. When he asked her what 
she sought, with a sweet smile full 
of appreciation, she replied: 

"Oh, thank you You are very 
kind I am trying to find a real 
pretty name or my baby 



"A practical joke." s.Tid Barney 
Oldficld, the automobilist. "was 
played on me last season I had 
my revenge, though 

"The practical joke took the 
fiirm of a telegram fmni .-i friend 
of mine traveling in Italy. It came 
collect. It cost me $7, and when 
I opened it all I read was- 

" 'I am well ' 

"To get back at my friend I 
went out and found a cobblestone 
of about eleven pounds weight. I 
wrapped this stone in excelsior and 
pink paper, sealed it up in a hand- 
some box, and sent it by express, 
'collect,' to my friend abroad. 

"It cost him $8 for the box. 
and on opening it he found, along 
with the stone, a note from me 
that said- 

" 'On receipt of the news that 
you were in good health the ac- 
companving load rolled off my 
heart.' " r ' 



MAYBE TWINS. 

"Was his matrimonial venture 
success ?" 
"A howling 



An Irishman named Michael 
joined his brother James in this 
country The money he brought 
over, added to Jarnes's savings, en- 
abled them to go into the ice busi 
ness. In course of time Iheir cus- 
tom increased, and it became nec- 
essary for them to have an office. 
In this lames soon installed a nice 
roll-top desk. 

"The one desk will do for the 
two of us." he explained, the day it 
was set up "And here are two 
keys; one for you. and one for me" 

Michael accepted the key, but 
seemed to be studying the desk. 

"That's all right." he said. "Bul 
where is my keyhole?" 




CIGARS, 



We sell Cigars and we 
lots of them. It is a fait in- 
ference that our kinds of cigars 
are good kinds to buy— they 
are guaranteed to be; and that 
our prices are good prices to 
pay— they are guaranteed to 
be. 

4 for 15c. 
7 for 25c. 

San Felice, 
Chief Battle, 
Porfuondo, 
Delia Rocca. 
Detroit Opera, 
Sol Smith Russell. 
Hemmeter Champion 

3 for lOc. 

Lillian Russell, 

El. Captain General 

Uncle Rufus. 



■ 
< 



TITLE PAGE OF A STORE PAPER— A WELL BALANCED PAGE 



telling about the manufacture of some of these lines would be appropriate, and as these 
would be educational in character they would hardly be considered as advertisements 
unless the advertisement in them is made too obtrusive. 

Here is an item clipped from a store paper which shows how neatly a truth can be 
driven home: 

"Years ago the corset was a staple, unchangeable article of dress, which 
any one might sell who could make change and do up a bundle. A woman 
bought a corset as she might buy a roll of unbleached muslin. It was a 
necessity, but without artistic value or hygienic comfort. But times have 
changed since then, and instead of being made for the corset, the corset 
is made for the woman. It has become a healthful and harmonious part 



82 



HOW TO ADVERTISE A RETAIL STORE 



of woman's dress. As a result of this gradual change there have been 
developed expert sales-persons, who not only display, but advise and suggest. 
At the head of our corset section is a woman of this kind, who detects at a 
glance just what is needed for each individual form. All of this expert 
knowledge is furnished free to our customers, and we would advise every one 
who can do so to have her corsets fitted at our store." 

The advertisement would have been altogether too glaring if he had simply stated 
"At the head of our corset section we have an expert who has made a study of fitting 
corsets. Her advice is free to all." 



House ^ Keeping ^- Linens 



It need hardly be said that more important than anything else in the setting of an artistic luncheon or supper is the 
Linen used. Our Linen Department, because of its immense distributing power and the large quantities imported, is enabled to 
sell the most decorative pieces at exceedingly close prices— the more elaborate the piece the more startling the saving as 
compared with prices of other stores. 

Just received for this Opening Sale extra 
qualities in fine Linen Table Sets, regular value 
$8.00, $9.60 and $10.00 at $6 50, S7.50 and 
$8.00. 

A large quantity of Table Linen Remnants 
at one half t> two thirds regular prices. 

Attractive values in Long Cloths, Cambric 
and Nainsooks, 10c, 12^20. 15c and 20c. 




Bed Spreads' 

White Bed Spreads — full size — the best 
Si. 00 value for 89c. Unmatchable values in 
Bed Spreads for $1.25, $1.50. $2.50 and 
upwards. 

A few slightly soiled, $1.00 value at 69c. 



Many other Special Values space forbids mentioning. 



Sheets and VilloW Cases 



Best quality Cotton Sheets — all sizes — Plain and Hemstitched 
63x90, 72x90, 81x99 inches. Priced for this Sale 4.Sc and upwards. 



Regular size Pillow Cases made from best quality of CottoD- 
15c value at this Sale 10c 



These Goods were fortunately all purchased before the big advance in Cotton 
Goods and we make you the Beneficiary — you get the goods at former prices. 




Auto Cloth, The New White Suiting— New Auto Cloth, a highly Linen finished Cotton Goods, 
on the order of the very popular Indian Head, used so extensively last season for Shirt Waist Suit 
ings. It is considered superior to the Indian Head and will bt all the rage this year • per yard at 



Hosiers; and Knit UnderWear 



A Hosiery Department of Superior Ex- 
cellence. A Sailing to you of at least 10 per 
eent on Children's Women's and Men's Hoisery. 
We are direct buyers of the manufacturer. Sav- 
ing. Middle Men's Profit. 



Spring Underwear for Everybody — medium 
to light weight — and lightest weight if you want 
it. Whether you buy the least expensive or 
(he very fine, you are assured here of the best 
Underwear you can get for the money. 



Carpets, "Rugs and Curtains y^/r</ rioor 



This is undoubtedly the largest Department of its kind north of Milwaukee and the most perfectly 
stocked. Oriental as well as all the most popular Domestic Rugs on an average of 10 per cent less 
than you pay for same in the large cities 

Good Union Ingraii. Carpets, 50c values priced for this Sale at 39c.. 
Yard wide Ingrain Carpet, the 2gc quality marked for this occasion at 19c. 
Short End Wool Ingrains, yard wide, 60c value specially priced at 49c. 
RUGS— $22.50 Axminstcr Rugs in Floral Designs, in Tan and Green Shades, this Sale $17.50. 
100 Wilton Rugs 30x60 inches, $1.75 value for $1.19. 

Brussels Rugs 8-3xio-6 size Floral and Oriental Designs $12.00 value at $9.50. 
Wiltons and Wilton Velvet Rugs in all sizes. 

CURTAINS— The Curtain Department is overflowing vith attractive patterns and bargains. Mafp 
rials for Curtains at per yard 9c, 12y2C, 15c up to $5.0O. 

L^ce Curtains 45, 48 and 50 inches wide at prices from'75c the pair upwards. 

Special Oriental Striped Couch Covers — fringed— 3 yards long 59c. A Bargain. 




IT PAYS TO GO JOO MILES TO TRADE AT WHITTELSEY'S 



THE WHITTELSEY DRY GOODS COMPANY. 



FOND DU LAC 
WISCONSIN 



A PAGE FROM A STORE PAPER 



STORE PAPERS 83 

The cost of store papers will vary according to size, the quality of the paper used and 
the quality of the printing. The best way for the merchant to do is to make a contract 
with some newspaper maintaining a job oiEce to print them regularly for a year. If 
this is done and there is any chance for competition, tenders should be asked for. It 
will, however, be very poor policy for the merchant to accept the lowest tender if it is 
very much below the others, because that means poor paper, poor printing and short 
count. 

Almost every newspaper uses a considerable quantity of "boiler-plate" or syndicate 
plates. Where this is done the work of editing the paper will be materially reduced, for 
the merchant can select such of this matter as appears good, and use it in his paper, 
thus saving composition. 

He can get most of his short stories in this way. His verses, his columns of wit and 
humor, wise sayings, philosophy, entertaining facts, puzzles, etc., can all be got in plate 
matter. These plates come in column length, but can be cut up to suit any space. If 
plate matter is to be used the column of the store paper will have to correspond in width 
with that of the standard newspaper. 

The name of the little store paper is a matter of considerable importance. It is use- 
less to call it The Arena, The Argosy, The Home Companion, etc. It should be named 
after the firm whenever possible. White's News might do for Mr. White, but White's 
Store News would be better. The Bee Hive might call their paper The Bee Hive's 
Record, and so on. Store News, together with the firm name, is perhaps the best title 
of all. 

Funny names should be avoided. A firm in South Carolina published a paper called 
The Hoopty Doodle. This is very undignified and must lessen the weight of authority 
that the store paper should have. It is, to say the least, undignified for a firm to send 
out its store news under such a heading. 

We are giving below a list of several store papers, to show the tendency in the matter 
of names. We could give many others, but as they have names very similar there is noth- 
ing to be gained by doing so. 

Dunham's Talk. Little's Little Leaflet. 

Good Things to Eat. Hofman's Store Sayings. 

Anvil Store News. Optical News. 

Table Topics. Special Offerings. 

Bennett's Money Saver. Mollier's Tidings. 

Helpful Hints. Blue Book Bulletin. 

Business Buzzer. Corry Chronicle. 

The title should appear on the store paper in a similar manner, giving date and 
number of issue, as in the regular newspaper. 

The papers may be ably written and edited, beautifully printed and all, but if they are 
not distributed properly their value is nothing. The one and only sure way of having 
them delivered safely and promptly is by way of Uncle Sam's mails. This will cost one 
cent apiece, and will necessitate the wrapping and addressing of each separately, but 
two hundred distributed in this manner is worth two thousand thrown around the streets 
and alleys. 

A mailing list should be used. The names of householders should be selected, and 
the addresses should be accurately given. It will pay better to have a small list to whom 
a paper is sent monthly than to have a large list to whom the paper is mailed only occa- 
sionally. It is the constant dropping of the water that wears away the stone, the scattered 
drops have no effect. 

It is possible for several merchants whose lines do not conflict to get out a paper on the 
co-operative plan. In such cases the amount of reading matter should be determined, 
the amount of space allotted to each advertiser should be settled, and the particular space 
it is to occupy decided upon. Then there can be no jealousy or friction. In cases where 



84 



HOW TO ADVERTISE A RETAIL STORE 



T. W. Marse & Co.'s Store News 



Vol. II. 



Taylor, Texas, October. 1905. 



No. 6, 




Men's Edwin Clapp Shoes 

Not another shoemaker puts more style or bet 
ter leather into their shoes than do Edwin Clapp and 
Company. We recommend this shoe to men who 
want a dressy shoe, an easy fitting and a good wearing 
shoe. There are Patent Colts, Corona and Vici, there 
are box calf, chrome calf and vici leathers. There 
are broad toes and broad heels. There are narrow 
lasts and some are the straight lasts. If your size 
IS from 5 to 10 and your width from B.to E, we can 
fit you 

Packard Shoes. Packard at $3 and $3.50 is a shoe we know 
is good. We have some of these made to our own ideas and know 
these will fit you and please you in length of service. All leathers 
that are good. All sizes, 5 to 12 and your size too. 

Hamilton -Brown make us shoes from $1.50 to $3 50. These 
are solid leathers well made, well shaped and long wearers 



Women's Shoes That Are Different 

Perhaps you wantto-know-wljereHhe-dif— 
ference lies? To begin with these shoes ^re 
made for us by Drew-Selby Co. These people 
are noted for making shoes that p,re ^tyjish. 
They select their models from the ^nest ^nd 
most exclusive French and American Custom 
shoe makers. Their shoes are exact reproduc- 
tions of the finest made to measure shoes cost- 
ing 8, 10 and 16 dollars. They design many of 
their finest shoes themselves. Drew Selby and 
Co., buy only the best leathers and trimmings. 
1 heir shoes arc made in one of the finest fact- 
ones in the world and their workmen are 
among the most skilled. They guarantee their 
shoes to us, we in turn guarantee them to you. 
You may find here every style that is good, 

every wanted leather, be it patent or any of the finer dressed leathers. 

Every heel from low to high. Every width from A. to E, and the 

best part about the whole business is that' they fit the feet. They are 

dainty, graceful and easy. 

Button Shoes, $4 and 5.00. Lace shoes, 3.00 to $5.00. 

Patent Leather, $3.50, 4.00 and 5.00. 




Wouldnt You Like to Have a Rain Coat. 

The cost IS not much-$8 to $18. They are equally ns dressy as' 
a coat or cloak and they are water-proof, darap-procff and pretty 
nearly wind proof There are a good many kinds of water-proofing 
processes The best is the Cravenette— a secret of the Priestly Co. 
We guarantee every one sold. New belted backs and empire styles, 
m tans, greys and fancy mixtures. Don'X; forget the prices are low — 
$8 to $18. ^ 



CUTTING 

Cutting is natural, says the Har- 
vard Lampoon. This so-called 
evil of cutting has been found, on 
investigation, to be a perfectly 
natural thing in the course of 
man's existence. The following is 
the average amount of cutting 
done by a man during his exist- 
tence: 

At 2 — Cuts his teeth. 
At 8 — Begins to cut up. 
At 16 — Cats a figure with the 

girls 
At 18 — Cuts a figure in his pa's 

salary. 
At 19 — Cuts ice about town. Cuts 

lectures. 
At 20 — Cuts in at dances. 
At 21 — Is cut out for a wonder at 

graduation. 
At22v-sMeets a girl. Cuts his 

rivals on the street. 
At 24 — Cuts but the other fellows. 



. BOW-^OW FOR BREAKFAST. 
Three 'thousand dogs were pass- 
ed as being fit for food by the 
Berlin inspection staff. There is 
almost as much of a fad for -dog 
meat in Berlin as there is for 
horseflesh in Paris 



HBR CHEERFUL DISPOSITION. 

''Children, you musn't make so 
much noise," said the hostess. 
"What will Mrs. Brownson think 
ofyou?'^ 

"Oh, I don't mind it, Mrs. 
Smithby," said the caller, with a 
frigid smile. "I used to live near 
a boiler factory."— Chicago Trib. 



A GERANIUM TIP 
Gernaniums dug up carefullv 
before frost comes and hung up in 
a dry cellar by a rag about the 
roots will grow better when set 
out in the spring than those left in 
ths ground. 



AN EFFECTIVELY ARRANGED TITLE PAGE 



there are half a dozen business men settled in a cross-roads corner in some city such a 
co-operative paper could be made very profitable and could be made to develop the 
little section into an important trading center. 

The merchant should not forget to place his address prominently in his advertise- 
ments in the store paper. They are as necessary there as in the regular newspapers and 
for the same reasons. 



BOOKLETS, LEAFLETS, FOLDERS, ETC.. 85 

If the dealer is in a city it would be a good plan to give explicit instructions in the way 
to reach his store from down town. If his location is in a country town and he sends his 
papers outside of his immediate locality, such instructions would be valuable also. 

If the merchant is using the store paper to supplement his newspaper advertising, it 
will pay him well to frequently advertise the store paper in his newspaper advertise- 
ments, stating that it will be sent to any one free for one year. It could even be used as a 
premium if it has any pretensions at all to being a monthly magazine. 

We reproduce the title page of a little store paper called T . W . Marse & Co.'s Store 
News, published by that firm in Taylor, Texas. The make-up of this page is very good. 
The division of the advertisement of shoes into men's and women's is a good idea. On 
this page there appears one column of reading matter to two columns of advertisements. 
The proportion in a paper of this size is not bad. As long as there is reading matter 
beside the advertisements the results are likely to be good. 

We also reproduce a page from a store paper issued by The Whittelsey Dry Goods 
Company. Fond du Lac, Wis. This page appears without reading matter to help draw 
attention to it. The effect of the page is not good, because the type matter seems to sprawl 
all over. White space is not concentrated enough to make a good display. 

The dummy page for a store paper reproduced from Brains is a good one to follow. 
It is suggested there that the whole four pages have the same arrangement. We would 
suggest that the arrangement of all four pages be entirely different. For instance, on 
one page a full column could be used for an advertisement with perhaps a part of another 
column containing a smaller one. On another page the last two columns might be adver- 
tising and the first two reading matter. 

The make-up of the pages should be varied, for two reasons at least. One is, for the 
sake of change — variety. The eye is attracted more quickly by contrast than by sym- 
metrical arrangement. The other reason is more important. If every page presents 
the same appearance people are apt to skip over a page, thinking they have already 
read it. 

People do not always read a paper at one sitting, and when it is picked up the second 
time, there being no variation in make-up, the reader does not know where to begin or 
where they left off reading. 



CHAPTER XVI 

BOOKLETS, LEAFLETS, FOLDERS, ETC. 

THE booklet is one of the most approved methods of sending an advertiser's message 
into the home or office. It is more personal than a newspaper advertisement, 
and is usually more explicit and entertaining. When properly mailed it will 
reach the parties intended. Its value does not often stop there, for after the person to 
whom it is addressed has absorbed the message, it is cast aside and is usually read by 
many others before it is finally destroyed. 

The retailer's booklet is likely to be of interest to all men and women, and the more 
times it is read the better the chance for returns. Unless it is neat in appearance, outside 
and inside, it is likely to be destroyed at once without a reading. The retail merchant 
who gathers together a few cuts, sometimes" obsolete, or entirely foreign to the subject 
matter, and prints these with a few incomplete descriptions and prices, cannot expect to 
get good results. 



86 



HOW TO ADVERTISE A RETAIL STORE 



The booklet has been aptly termed "the aristocrat of advertising." Some of them 
are indeed veritable works of art. Others are mere straightforward business messages. 
Art books are likely to be preserved, but the booklet is intended to be read and not pre- 
served. The retailer should place business first in this matter and art last. 

At the same time the booklet requires more care in preparation, if possible, than any 
other piece of printed matter prepared for the store. It is a prospectus of the store and 
as such should represent the store. If it is of flimsy material and poorly printed, the store 
is likely to be thought shabby and cheap, when, perhaps, the opposite is the case. 

In sending forth a booklet the merchant has a much wider field than the newspaper 

offers him. His story does not require to 



SUMMER 

FOOT 

COMFORT 



WHAT 

TO 
WEAR 



be boiled down to a few sentences. He 
does not have to dwell upon only one 
phase of the subject at a time, but can 
treat the whole subject as he chooses. 
He has all the space he requires and 
should tell his story and stop. Then he 
should decide how large the booklet must 
be to contain his message. 

The best paying booklet for the re- 
tailer is one that will combine all the 
best features of the catalogue, the circu- 
lar, and the newspaper advertisement. 
The booklet that is merely a circular in 
disguise is no better than a circular. 

In shape the merchant has an end- 
less variety to choose from. Freak shapes 
have their value, as all freak printing has, 
but it is more of an experiment than any 
other kind of printing. When it "takes" 
it is very valuable, but when it does not 
it is valueless. 

The best shape booklet for the retail 
merchant is an oblong or square in one 
of the standard measurements. A size 
that fits into a man's coat pocket is pre- 
ferable when it is to be sent to men. 
Booklets too large to fit the pocket are 
usually laid away and finally forgotten 
and never read. 

Perhaps the best size to use is one 
measuring three and a quarter inches 
across the page by six and one-half inches 
long. This will fit easily into a number 
six and a half or seven envelope. When 
booklets are to be mailed odd-shaped 
sizes are often hard to fit with regular stock 
size envelopes, which necessitates having 
special sizes made at a special price. 
A booklet may be composed of eight or more pages. The eight, or at most, sixteen, 

page booklet should be large enough. If it is not it would be preferable to divide the 

subjects carefully and issue two booklets. 

A booklet having abnormally large pages and few in number always looks skimpy 

and should never be issued when a smaller size with more pages can be used. A booklet 

with a goodly number of small pages always looks "stockier" than a thin one having 

larger and fewer pages. 



R. H. FYFE & CO. 



183-185 WOODWARD 
DETROIT 



BOOKLETS, LEAFLETS, FOLDERS, ETC. 87 

The scope of the booklet is without Hmitation. Its purpose is, primarily, to interest 
the reader — as much so as if it was a novel or a book of adventures — and secondarily, to 
skillfully direct attention to the advertiser's wares. 

As the ultimate purpose of the booklet is to sell goods, it should be filled with matter 
calculated to interest, instruct, or amuse the class of persons who may be possible buyers 
of those goods. 

The booklet should be entertaining reading. It should not be too technical. In 
fact, the less technical language used the better. The popular terms should always be 
used because then they will be understood. When technical terms are necessary it is wise 
to use qualifying or defining phrases with them, giving their popular meaning as well. 

Humor is permissible in a booklet, but it is a wise man who avoids it. The more 
business-like the merchant can be the better. Smartness and cuteness is inexcusable. 
The diction should be smooth and carry the reader easily along. It is not necessary to 
chop up the sentences or even the paragraphs. Let the paragraphs naturally divide 
themselves and avoid long ones when possible. 

The booklet should usually be illustrated. Cuts illustrating the articles described are 
usually best of all, but sometimes cuts illustrating some thought in the text can be made 
of telling force. 

A booklet may be issued by the retailer for the purpose of promoting the sale of one line 
of goods only, or it may cover several or all the lines he carries, and be also used for the 
purpose of familiarizing the general public with his store. 

Booklets can be used at any time. They may be made seasonable by issuing them 
at regular intervals. The shoe merchant, for instance, may issue a booklet in the spring 
and another in the fall. He may add another for Christmas trading, and for any other 
special event, but the spring and fall issues should be his special ones. 

The clothier and furnisher can issue any number of little booklets during the year. 
He can have one for spring hats; for spring shirts, neckwear, etc.; for spring clothing. 
Later he can use one devoted to straw hats, or to summer suits, or he can combine these 
into one. Overcoats and heavy underwear will demand another in the fall. 

A fairly good booklet of eight pages with self -cover can be prepared and printed, 
exclusive of cuts, at a cost of about ten dollars a thousand for the first thousand. The 
second and subsequent thousands will usually cost about a third less than the first thou- 
sand. If a cover is used, of cover paper, the cost of course would be more. 

An artistic cover usually adds considerable to the value of a booklet. When cover 
paper is used care should be taken to have the ink harmonize with the color of the 
paper. 

A title page similar to that of R. H. Fyfe & Co. is made up of single and double 
rules. Simplicity lends to this an artistic effect that much ginger-bread ornamentation 
would destroy. When a fancy border is used the page becomes more complicated and 
is in the end often less artistic. When the rules are printed in red and the type matter 
in black the result is very attractive. If this is done it is wise to use a rule border 
around all the pages of the booklet, also printed in red. 

When colored cover paper is used there should be no printing on the inside of the cov- 
ers, either at back or front. But where no special cover paper is used the inside of the 
cover becomes page two. Upon this page it is usual to give some kind of an introduction. 
Here is one from a recent booklet: 

"This store is grateful for the patronage it has enjoyed for the past 
seventeen years, and trust we have earned your support by deserving it. 
We have devoted a lifetime to study of the feet, and every subject pertain- 
ing thereto. 

"We have continually worked on the basis that a correctly shaped and 
properly made shoe has all to do with the welfare of the feet. We attribute 
our success as a result of careful attention to all the little details of the wants 
of our customers. 



88 HOW TO ADVERTISE A RETAIL STORE 

"We mention in this booklet a few of the many styles we are showing this 
season. We believe that these shoes are the best results of skillful work- 
manship, and examples of good shoemaking. 

"Our footwear has given satisfaction because of the good qualities it 
possesses." 

The policy of the store is here defined and is a good one, viz., correct shoes correctly 
fitted. 

As many retailers must prepare all their own printed matter, including booklets, 
folders, etc., it may be wise to give a few hints as to how specifications for printing should 
be constructed for the information of the printer in submitting an estimate. 

In the first place, if you have seen a booklet or piece of printed matter you particu- 
larly desire, it is always well to submit it along with your specifications. This is often 
of great service to the printer in arriving at a definite understanding as to your 
wants. 

In stating the character of a proposed publication it should always be indicated as 
to whether booklet, folder or catalogue is desired and the general purpose for which the 
issue is intended and the class of people whom it is to reach, should also be noted. 

If there is to be but one edition the number of copies required should be carefully 
stated. If there are to be several editions the minimum and maximum editions should 
be given in order to strike an average estimate for the job. An outline for the book, 
with the number of pages to be devoted to illustration and reading matter, as well as some 
idea as to the amount of illustration desired is information not to be neglected. 

A dummy for each page should be prepared and submitted with the text to be used, 
as it is almost essential that the matter to be used be measured for the purpose of esti- 
mating the cost of composition. 

In the matter of paper economy a book or booklet should be in such a form as to be 
divisible by eight or sixteen pages, inasmuch as the smallest form is usually eight pages 
and the largest thirty-two. This will save you presswork and will also save paper. 

In calculating for the size of the page it is always well to allow from one-half to one 
inch for margin around the type page, this applying particularly to the use of any cuts 
that may already be in your possession or that you propose to order. 

It is well to personally consult the printer regarding the quality of paper you wish to 
use, as he is always fully conversant with prices and can be of much assistance to you in 
making your selection. You may have your own particular style of type you wish used. 
If you do not have them, go through booklets and other printed matter and select the 
type that appeals to you most and submit it with your estimate. 

In the matter of cuts a well defined idea as to what you will require should be yours 
before you submit your estimate to the printer. In case you wish to have the engravings 
made, it is always well to specify also the number of square inches of half-tones, vignette 
half-tones, zinc etchings or wood cuts you will require. This matter should be sub- 
mitted with the estimate to the printer in case he is also an engraver, otherwise it may 
be submitted as a separate estimate for the engraver. 

The cover design is a matter of taste and your desires as to the number of colors used 
should be distinctly stated. If you think results would be increased by the use of some- 
thing unique in a cover effect, say so. 

The presswork and binding may be safely left to the printer. Books that carry as 
high as 48 pages may be saddle stitched with wire through the center of the inside pages 
and cover. Those of 48 pages or more are usually side stitched inside pages, with cover 
glued on. Should the book contain a number of pages less than 100 the most satisfactory 
form of binding will be by sewing; this allows the book to open flat at any portion. How- 
ever, books of over this size can not be well treated in this way. Small booklets may be 
tied with silk cord or string. 

The full page advertisement of Wanamaker's is reproduced because of its excellent 
display and unique composition. Similar matter suitable for the merchant's own store, 



|hvi^hna^Pu$$e^tion^ at Hanatnato^ 



"JSov (^r^andmothci^- 




Umbrcllai. ;Sc to 

Sttrtinj .il»«i solognt I>olll«f. 11 la »I2:» 

Sterling lilvcr ulv* Jar*. 75c to $2. 






Short drcstei, SOc to 

I16.S0. 
IflfuK drewei, tie to 



Capi. SOe lo |S. 
Bibi. 12c lo U7S. 

Infknli' wrippart, 



</ 

V.^ — O Fur mis. U to 

Lccginc*. SOc I 
Noah-, irk. 2Se to » 



To, pia.i.». SI to tia 
Bllilcr Brown', Pr.nk«. SIk. 
Tht WoKtlrbu, Book, SOt . 



Irith point lace cur- 
bini. ilSo lo 127 SO 




5^0T»^ath(»p or]Qu-3^^8"^ 




Raiori. SOc 10 «2S0 
Smokini icl,, SOc to 118, 
Sofa pillow.. SI to S9 lo 
Sweater.. S1.7S lo SSSO. ^ 

Fi"r'e°.<)e"chair«.''si2.75 I. i 
Japanese <ilV l.andkerrlne 
Leather .Ice., SI .o«S 



A>h receiver!. 2Se fo t27S. 
Canes. SOc to S1& 
Leather cigar cascfl. 75c lo 

IS. 
Diarlei. lOc lo S2S0. 
Ea.y chair.. S22 lo S9S 
Inksland.. 25c to S2.Sa 
Umbrellaa. 7Sc to S2D. 
Necklles. 2Sc to V.Vl. 
Pipe rack.. SOe lo (8. 

Shaving mirrori on stand, JI.SO to I& 

Smoking tables, p.75 lo SlJJa 

Tobacco pouches. SOc to $1.50. 

Wanamaker's Special Genevi watch, %5fK 
I mufflers, SOe to «^ 




thpjQchoolSog w <5»»*l 



Seal < 



. SIS and S22. 



Slippers of Oolgefcll. SI 3D lo SZ 
Ribbon watch fobs. SOe (o S3.7S. 
Razor slrops, 2Sc lo S2.S0. 
Dress suils. S2S to.S«S. 
Humidor.. ;i.7S lo SIS 








^opfliaPBa^Qollp^^ 



Ea.r chairs, S22 lo $95. 

Umbrellas, 75e 10 $20. 

Necklles, 25c to $2.Sa 
Pip. racks, SOc to $8 
Smoking ubles, iZH lo SM Sa 
Tobacco pooclie., SOc to 11.50. 
Wanamaker'. Special Elgin watch, SStt 

Leather dressing iisei. filled, $1:50 lo $2250. 
Suit ca.e., filed, Sl&SO to $85 
Sterling .ilver hal bruihes, $1 to $5 50 
Sterling .il.er clolhe. bru.he., $3.50 I 






How 



S225 



5c to $1 25. 




"J^^ Silt wrappers, $550 lo 

Dressing tacQucs, >ilk. 
KSO lo $18.75.- 

Eiderdown sacques, 8Sc 

•°,?:^erd„wn b.lh robes, 
$3.75 lo $10.50. 

ighlgowns, SOc lo SIS. 



I ,,u„„ niii.ic, 7Sc 
oSI.SO 

Specially good bonbons and chocoliiek, 35c 
lound. SJ lor 3-pound boxes. 

Glare fniil, S-pound boxes. $1 50. 

An Orchard Princess.Ralph Henry Barbour,Sl 45. 

The One Horse Shay, Oliver Wendell Holmes, 
il 10. 

Colfax linen paper, 2Sc box. 

Cold brooches. 52 lo SIS 

Manicure sels. $1 75 lo $23 




<5pmt3«aBw»th(n»8j?ul5X3h' 



Jpop th(> 3pvar»5 




Framed Cfarisly pictures. 



r bullona. iSiO to $11.5 
lar billions. $1 10 sIjO. 
rf pins, $1.50 IS $25, 
ds. S2 to $37S tcL 



; silver watches. JSJO li 
ricouels. SI lo $a 
writing tablets, $1 JO li 




& ^;^r-be...P.n.,50.t 

^01^ ^^ ?r."r„-„^v"^es.>Sc'.o$: 

l©i*^0 Four-lold screens, $3,50 1. 



,.o# 



ReclinJns arm>ctiair, idjustable 
tour cushion!. S20. 

■Good oneJ for SOc; belt* 

. «nd - ■ ' 

boiler^ 1275. Urger 

> ■ weekly or monthly 



itchef. in catc, 93 to $14. 

ed oak book racks. J2 to $9 



and cofFee infu 

x 

A years aubscr 

periodical. Plenty 

■ doien plnls of grape luice, S2.7S 



Princess diamond rings, $67 lo $17(1. 

ir Him— 

Broii.e desk articles, $1.75 to $25 

College flags, SOc lo $1. 

Burnl wood hand-mirrors. $1. 



A polled plant. $1 lo $7.S0. 
Individual china lea set, $3 SO t 



$12. 



;ECorX[iHI(? Qhildvi^n 



)Q(>h»#*n^|][ommp^rt#nbj8 




AVool gloves. 2Sc to $1. 
Coasters. SOc to $2 50. 



Painting I 



i in boa. tic, Mlc 

ons. $5.75. 

, 12c to 3Sc. 
Postal card albums, 10c to $2J0, 
Rocking horses, $2.75 10 $15, 
School bags, SOc to $2L 
Tricycles, $3.50 lo $I6.5«L 
Velocipedes, $IJO lo $15. 
Toy wicker chairs, $1 lo $«J0: 
Skates, SOc to $4.50. 




^(»h»*«»XD.'^lEf»'>''"^'*^ 



Cloisonne vases. 75e to $5. 

Prinecbs lace-edged haadkerchiefs. SOc to |1 

Cold-plalsd baga. $2 10 $26.25. 

CK>ld scarf pins, $1.50 lo $25. 

Japanese dinner goaga, $1 10 $10. 

Jardiniere., SOc to IS. 

Urge chin. plagoM, $2.50 lo $ia 



Big leather arm-chair. $40 
to $175 

Pair o( fur driving gloves, 
$1 lo $30 

Fur cap, $3 lo $22. 

Silk opera hal, $6, SS and 

French briar pipe, $1 to 
•650. 

Tobacco Jar, $1.25 lo SS. 
Cigar cases, sterling sil- 
ver, $4 to $15 
Heeling silver, $7 to $325 
sterling, $1.2] and $1.75^ gold, 

f in the Carpet Store, Afth floor, 

beauties, from $1 SO 10 $25. 
lo$87 

holds clothes without creasing, 
$65 and $95. 
Scarf pin, gold ones, $4.50 lo $23. 
A ailk umbrella, $SJ 
A suit case— aolia lealbef^-$S to $12 



^^0 ^\v(»^^g^f0V OP^odoK 

/~l'! \_ Gold (-lbs, $15S0 1o$41S0, 
V^h "^ Frenrli Jacqiiard-figiired 

-tj* Y handlcrchicfs. $1 each. 




)]got»^ujflr(?hoia^(»lp^v<tf 




"F^oylDan of-all-wovh 




S275 to $35. 
Umbrellaa. 7Se In $20. 
Underwear, 2$c to $15. 
Neckliea. JSo lo $250. 



Tobacco poiKhei. 3 



'|t3 o^fa'f" <>fOolic<»man 




€f '<?vaioir(Iian o rf fmnlboQ 



Heavy, comfortable shoes. $3 a 
Arctics fovershoes). $1 50 and 1 
Gar labs. 10c and ZSc. 
Razor alrops, 25c lo $1 
Inexptnsive watch, $1 to »l 
FlannS ahin, $15 



Suspenders, 25c to tl, 
Necklles. 2Sc to SI. 



Memorandum book, 5c I 

lOe. 
Whistle, 5c lo 15c 



Muffler. $1 lo $} 




90 HOW TO ADVERTISE A RETAIL STORE 

prepared in a similar manner would make an excellent Christmas booklet. The divisions 
could hardly be more suitable had they been prepared for a special booklet. 

An eight-page booklet, with type pages measuring 2tV by 4f inches would cost under 
ordinary circumstances about ten dollars. 

Here is the way the estimate is obtained: 

A type page measuring 2x6 by 4| inches equals 20 by 42 ems, or a total of 840 ems 
to the page. 

Eight pages make 6,720 ems. Printers in small towns charge from 25 to 50 cents a 
thousand ems for composition. A fair charge is 35 cents, making $2.35 for composition. 

Imposition, or making the pages up into a form for the press, is usually figured at 35 
cents an hour for the time required. An eight-page booklet could be imposed in two 
hours, making 70 cents. 

Now comes presswork, stock, and ink. We will figure on one thousand copies. Fifty 
cents an hour is usually charged for cylinder presswork. It would take about an hour to 
make the form ready for printing, and about one hour to run one thousand, making $1. 

The cost of ink in a thousand run is usually put at 25 cents. 

The stock, or paper, is charged by the pound. The stock here would cut four booklets 
to the sheet. A thousand copies would need 250 sheets or half a ream. Supposing our 
paper weighs 50 pounds to the ream, and sells at 8 cents, one-half ream will cost $2. 

Then there's the binding. A thousand eight-page booklets would cost about 75 cents. 

If we allow $3 for cuts the cost of 1,000 booklets, 3j by 5J inches would cost $10.05. 
Here are the figures: 

Cuts $3 . 00 

Composition 2 . 35 

Imposition 70 

Make-ready and presswork 1 . 00 

Ink 25 

Half ream 50 lb. stock at 8c 2 . 00 

Binding 75 

Total $10.05 . 

Each additional thousand after the first would cost what the presswork, ink, paper, 
and binding amount to, or about $3.50. Of course, these prices will vary in different 
towns and cities. 

We are reproducing the cover and inside pages of a booklet used by the John 
Schroeder Lumber Co., Milwaukee, Wis. This is a very good booklet and as 
announced on its title page tells the story of hardwood flooring in nine chapters, 
illustrated. At the very start one's attention is gained by the attractive cover; the title 
page is brief and to the point. All of the talks are interesting and not long winded. The 
man who prepared the copy didn't try to make a long drawn out story of it, but simply 
tried to tell the facts that would prove of interest to prospective customers. 

The pages showing the manufacture of "Steel PoHshed Perfection Flooring" are well 
illustrated and in logical order. Some of the departments the reader will note are illus- 
trated by half-tone reproductions, others by line drawings. The cuts for these pages 
were originally used in trade journal advertisements, and used consecutively must have 
been profitable trade journal publicity. 

A leaflet is practically a small booklet. It is usually of but four pages, the sheet being 
folded once, but if folded into more pages and not stapled or bound, and the leaves uncut, 
it is still called a folder. 

The shorter the message on a leaflet the better it is apt to prove for the merchant. A 
booklet may be long and wordy, but a leaflet, never. The message in a leaflet to a certain 
extent is similar to that on a billboard. It must be so that he who runs may read. If 
it is not read when it is first received it goes into the waste paper basket. 




The Grading- 

Room Foreman - 



•"mcnt— just a co 



•gCui3cUbUid.Sis\aj5sr 



The Modern Hardwooct Flooring 

is sorted, bundled and labeled. Without a second's 
exposxire to dampness, it is automatically conveyed 
from the factory directry to us to be sorted into 
three grades— Clear. No i and Factory— and then 
bundled in the troughs accurately gauged to feet 



factute, the factory flqorin; 
ly and accurately as the very best grade. ' 
Made only by 

John Schroeder Lumber Co. 

Milwaukee 




92 



HOW TO ADVERllSE A RETAIL STORE 



A striking illustration or a catchy headline, or more properly speaking, title, will 
often save the booklet and leaflet from becoming valueless. 

A leaflet should advertise but one line to a page. Any more will burden the reader, 
or he will think it will, which is the same thing. 

A booklet or leaflet printed in two or more colors is worth all it costs for extra 
presswork. Colors, especially bright reds and greens catch the eye quicker than a solid 
black can. 

Red and black, green and yellow, black and red, go well together. There are dozens 
of other good combinations. 



•^§(Mvi^§«iX\i35c^ 



^^2 



JUST A WORD ABOUT 
THE BOOK 

^TV) BRING together under one cover the atones 
of "Stccl-PoUshed ' Perfection- Hardwood 



e txwk CThe chapten 
xu* flooring arc told, in a 
1 who make it Bener. 
, they realize t< 



■So gratifying were results - 
boUding public seem to be ii 
factory, which, with our pr 



"Steel Polished Perfection," our effort* will have 



JohA Schrocder Lumber Co. 

MILWAUKEE 



John Schrocder Lumber Company 

UlLWAgXBS 



^ Woodsman"'- 




The Yard Man — 



Th« Modero Hirdwood FloorlDt 



Piles are built to allow perfect 

bcr slowly, evenly And there ii 
stands (or SIX monihi. nine months: 
one year — as long at It is neccs! 
to insure just the right degree of ; 



erciscd in the diHcrent 



John Schroeder. 
Lumber Co. 




The \Steaming-Room 




The Dry Kiln 

Man 




Tb» Modarn Hardwood rioorlni. 



John Schkoedeb Lumbei Company 




FLOORING FACTS 



W^ 



Walnut and cherry flooring 



Standard widtha: IH. 3. 3^ and 3H ln< 

Standard t^ackneaaet : H and 'Me inchea. 
The following table shows what per cent, n 



EJ 



( 



CIRCULARS, ADVERTISING LETTERS, MAILING CARDS 93 

As before stated it is advisable to mail the booklet to prospects. Some other methods 
of distribution may seem less costly, but are likely to prove more expensive in the end. A 
booklet is a message from the advertiser to the consumer. If the consumer receives the 
message the booklet has done its duty. It is questionable, then, whether the message is 
delivered if the booklets are thrown on doorsteps or stuffed into mail boxes unstamped. 
In nine cases out of ten the person intended to receive it never sees it. 

Heavily coated paper when converted into a booklet should always be delivered flat. 
The writer remembers receiving a handsome booklet, one that must have cost all of half 
a dollar to prepare and print, in an almost unreadable condition. This was caused by 
roUing. The advertiser instead of using envelopes used wrappers and there being but 
four pages in the booklet it was crushed in the mails and opened up with the surface all 
crushed and creased. If the advertiser could have seen his booklet when delivered, and 
studied out the effect it might have upon most persons receiving it, he would have "cursed 
his folly" in trying to save a few cents by using the wrappers instead of envelopes. 



CHAPTER XVII 

CIRCULARS, ADVERTISING LETTERS, MAILING CARDS, ETC. 

CIRCULARIZING has been tested by some of the largest advertisers and found 
to bring adequate returns. It has also been tested by hundreds of smaller adver- 
tisers, who are not so sure that it is resultful advertising. The difference in the 
experience of these advertisers is easily accounted for. It is not the method that is at 
fault, but the manner in which it is carried out. 

Every merchant receives circulars, sometimes a number in the same bunch of mail. 
How many does he read? Perhaps not more than 10 per cent, of them. The other 90 
per cent, are cast aside as worthless. A glance is all they get. Some are too long, run- 
ning even to two or more closely printed or typewritten pages. Others are obviously 
from small and inexperienced firms, for these are printed in some obscure job office whose 
facilities for turning out printing are obsolete. Cheap paper characterizes a great many 
of them. All are hopelessly bad. 

In the matter of good or poor printing the retailer should be a good judge — he has 
abundant opportunity for studying style and workmanship in printed things. 

For the purpose of distinction we have named a printed proposition a circular, and a 
circular letter, whether it be written or printed as an advertising letter. The circular 
proper will not be, or seem to be, a letter. If the reader will remember this distinction 
we are making he will more easily understand the purport of this chapter. 

The circular then is a printed proposition made by the advertiser and mailed to indi- 
vidual addresses. This circular may be folded and inclosed in an envelope, or it may 
be folded so as to pass through the mails without a covering. 

It may be of varying sizes, from one the size of ordinary note to one the size of a news- 
paper page. The latter size is rather too unwieldy, and if there is a necessity for that 
much space being used it had better be made into a pamphlet or booklet. 

A circular may be printed on only one side of the sheet or may be folded and printed 
on both sides, forming more than one page. 

The gist of the whole message should be told in the headline. It should be printed 
in large readable type. This type need not necessarily be a heavy face, for a good legible 
light face type is much better. The body should never be set in type smaller than ten 
point if it can be avoided — twelve point type is better still. The circular may be illus- 
trated, and if half-tones are used a very good class of paper should be used. In any case 
the paper thould be a fair quality of book paper. 



94 HOW TO ADVERTISE A RETAIL STORE 

The address of the advertiser should appear at the bottom of the circular and should be 
full and explicit. 

For the purpose of drawing attention there may be some such legend upon the wrap- 
per as "This is not a waste basket circular and you can prove it," or "This circular con- 
veys a message for you, don't throw it away," or "This message is intended for you, 
not the waste paper basket." The circular should always be sent out under one cent 
postage. It is not necessary to pay letter postage on a printed circular. By placing a 
red stamp on the envelope and sealing it the advertiser is assured only that the envelope 
will be opened, not that the circular will be read as some advertisers assert. 

The advertiser should not take too much for granted in any of his printed literature. 
This should be remembered in preparing both circulars and advertising letters. Because 
the advertiser knows his proposition so thoroughly is no reason for believing that every- 
one to whom the circular is directed will know it also. The object of the circular is to 
be informing. Some circulars are cut too short. They are too brief to allow of a full 
exposition of the proposition being made. Such circulars cannot make sales. 

The circular which is a circular pure and simple, and does not pretend to be a letter, 
is just as effective to-day as it ever was in bringing trade. It is printed in plain type, on 
good paper, and is just a circular. In it the advertiser states his proposition as tersely 
and as briefly as possible. The message is absorbed by the one who receives it, even 
when its final resting place is the waste paper basket. 

The advertising letter is a higher phase of advertising matter than the circular. It is 
a letter that is sent out as a personal letter, but is produced by the hundreds or thousands 
and sent to lists of names as varying in size as is the advertiser's campaign. 

It is the old circular letter scientifically metamorphosed into a personal letter. As 
such it is sure to reap greater returns for the advertiser. 

Frankly n Hobbs, one of the best posted men in the United States on advertising 
letters, says of them: 

"An advertising letter must first be well written, then reproduced so that it will have 
the appearance of a typewritten communication. Much also depends on the list of peo- 
ple to whom it is sent, and much on the day of mailing. Two-cent postage is essential, 
and there are a number of other little details that make for results, which are commonly 
overlooked by those who mail direct advertising. 

"In writing an advertising letter too many advertisers fail to make it a letter. In- 
stead, the tendency is to write simply a circular which, upon first sight, is seen to be such. 
I find it difficult to convince some advertisers that an advertising letter is not a catalogue, 
a booklet or a price list. They want to tell too much, and in place of a letter would send 
what is simply an advertisement in letter form. Eighty per cent, of all the circular letters 
sent out announce themselves as an advertisement in the first line with some such begin- 
ning as, 'I want a moment of your time,' or 'Will you pardon us if we venture to call your 

attention to .' The other 20 per cent, go to opposite extremes, and endeavor to be 

familiar, overlooking the fact that a facetious communication is never sent in the regular 
course of business correspondence to a stranger. 

"The familiar, or clever letter, is dangerous, for one never knows whom it will reach 
in general mailing. 

"An advertising letter must be something more than a circular, and it is still something 
less than a personal letter, because it must be mailed to a large list of people of different 
temperaments. If true to its name it should be as near a combination of advertisement 
and letter as one can put together. 

"Language should not be too precise, for real letters are dictated. Use idiom rather 
than rhetoric, and familiar expressions instead of exact grammar." 

A large publishing concern in Chicago has done considerable circularizing. Some 
of their advertising letters are very good, while some of them are just ordinary. One of 
them that reached a salesman reads: 

"You have been waiting a long time for a book on business correspondence of actual 
figure-able value. 



CIRCULARS, ADVERTISING LETTERS, MAILING CARDS 95 

"A practical book — a book that would take the real everyday letters you dictate — 
and show you how to make them stronger — more forceful — more effective, etc." 

This salesman never dictated a letter in his life. He never had anything to do with 
the office correspondence. Is it not absurd then that such an advertising letter should 
be sent to him.^^ 

Another one that reached a poor bookkeeper, who was toiling from morning until 
night, contained this frank inquiry: 

"Be frank with yourself, for a moment 

"Are you jperjedly satisfied with the way your books are being kept? 

"Are you willing to wait until February 15th for a statement of your January busi- 
ness? etc." 

We wonder what the poor bookkeeper thought was coming. 

Another letter begins: 

"I made a determination to-day. 

"I resolved to place in your hands for your inspection and criticism — and in the 
hands of every live, progressive business man — a set of our ." 

These are samples of form letters that are sent out by the thousands. They are merely 
circulars after all, and are masquerading under the guise of personal letters. They are 
printed in imitation typewriting on the firm's letter-paper and are signed by a pen and 
the addresses filled in with a typewriter. 

There has been an attempt made to strike a personal note in each of these letters 
that when they did reach the right hands must have brought good returns. But when 
they reach men whose business is of a different nature it merely causes a smile, while the 
letters are tossed into the waste basket, and help to swell the enormous amount of money 
spent in useless advertising. 

The circular letter or the advertising letter should be printed in imitation writing, or 
typewriting, if possible, and the names filled in, but many small firms cannot afford to 
have their few hundred advertising letters printed at so much expense. Any printing 
office can supply a good printed circular letter which for the purposes of the small retailer 
is likely to be just as effective as the more expensive kind. 

It should be a letter. It should start off with "Dear Sir." The letter should be just 
the same as if it had been written personally. It need not be polished into a literary gem. 
If it is, it is likely to soar above the heads of commonplace business men. The person- 
ality of the writer will have been squeezed out of it entirely. 

There are many times when a circular letter sent to a selected list of customers, or 
persons who might become customers, will bring quicker returns than an advertisement 
placed in a newspaper. The cost will be about the same, but the direct message contained 
in the circular or advertising letter will act quicker. 

Supposing the shoe merchant decides to try out circular letters for a season. His 
first task will be to make up his list of names. It is hardly possible to make advertising 
letters pay if the same circular is sent to the lawyer and doctor, the artisan and mechanic, 
the farmer and merchant. Lists for the trade, lists for lawyers and judges, lists for 
doctors, lists for mechanics, etc., should be prepared and letters should be written espe- 
cially for each list when it is at all possible. 

Suppose he has his lists ready, and the spring season is opening. To the lawyer, doctor, 
preacher and men of that class he advertises his better grades of shoes. To the mechanic 
and laborer he advertises his medium and working grades. Supposing he has only 
1,000 names in his lists; these may be sub-divided into five classes averaging two hundred 
names each. It will cost practically five times as much to prepare these five circular 
letters as it would to prepare but one letter for the whole thousand. The cost of mailing 
is the same either way. 

How about returns? The same letter sent to every name on the list must be so gen- 
eral in tone as to include all classes within its range. It might be likened to the old shot- 
gun. It is well loaded, but it scatters so that only small game can be brought down 
with it. 



96 



HOW TO ADVERTISE A RETAIL STORE 





rrms is thb 

OmCIALSTAMP 
OF THE BOOT 
AND. S.BO K 
TVORKiaRS UNION 



Phelps Shoe Co. 

304 St. Charles Street 



NKW ORLEANS, LA. 



New Orleans, ^fC St) 1S0S 190 



Dear Sir: 



I can give you rive gqod reasons why you slwuld 
wea.r.- the E. -P. Shoe. They are Union Made in a 
'Union Factory, by Uni'on Labor; every pair bears the 
stamp of the Boot and Shoe Workers Union, and are 
sold to yoxL by Union Clerks. I firm;iy believe they 
are the best Shoes on earth for $2.&0. I know they 
are the best »in, New Orleans. 

Let me see you at the 'stoi'e real soor. — I '^an^ 
to. show y6u the shoes. 

Bring a frTend along-, and .oblige, 
Yours etc. , 




But let the letters be directed to the different classes, and worded to suit their tastes 
and temperaments, and the returns will be a hundred fold. 

Particular care should be taken in the wording of these letters that nothing is said 
that is likely to offend. For instance, a man who is particularly cranky about his shoes 
may recognize that fact and probably cannot help it. He is built that way. If he received 
a letter like the following he might be offended at its directness: 

"A pair of these shoes have been bought for your particular comfort. You know 
how hard it is to find you a really comfortable shoe, etc." 

Some men would think the retailer was hitting them a rap over the knuckles if they 
received a letter worded like that. But if it was changed around a little and read: 

"We have had several customers who are very hard to fit say they never wore such 
comfortable shoes before. We have a pair of them waiting for you to try on, which we 
believe you will find the most comfortable fit you have had in years." 

There can be no possible chance for offense in such a wording, while it covers the same 
point. 

All classes of merchandise can be advertised by the circular letter. Wearing apparel, 
things to eat, things that are good to look at, expensive and inexpensive alike can all be 
sold by good circulars. This has been proven by many mail order houses, and surely 
what they can do the retail merchant can. He has many more facilities for succeeding 
with this sort of advertising than the mail order houses. 

We are reproducing a circular letter mailed by the Phelps Shoe Co. to the working- 
men of New Orleans. It is strong in selling power because it is simple and because it 
goes direct to the point of the subject. A letter of ten lines similar to this one is far more 
likely to receive a careful reading than one of twenty lines or longer. 



I 



CIRCULARS, ADVERTISING LETTERS, MAILING CARDS 97 

The majority of people do not receive as many letters nor as many circulars as the 
merchant and professional man, so that the circular letter is a particularly good proposi- 
tion for the retailer to use. 

One circular letter is of very little value, however, except as it supplements his other 
advertising. But a series of letters multiplies the value wonderfully. This series should 
never be less than three — five is perhaps better. The first letter should state the propo- 
sition fairly and squarely. The second, usually sent out about ten days or a week after 
the first one, should mention the fact that a former letter had been sent, and then give 
more reasons why the reader of the letter should make his purchases at once and at the 
advertiser's store. The third of the series should be similar in character to the second 
and should be just a little more persistent. If it is the final letter of the series a special 
price might be quoted or a special offer of some premium or souvenir made. It should 
in some manner try to clinch a sale. 

When there is only one circular or letter to be sent it might be advisable to combine the 
two by sending a letter on the first page of the sheet and utilizing the other three for illus- 
trations and offerings. This circular should be, when folded once, the size of ordinary 
commercial note-paper. This form presents the letter first upon its being taken from 
the envelope and being opened. This letter should call especial attention to the offerings 
on the following pages and urge the reader to look them over. 

The mailing card is one of the cheapest and best mediums that the retailer can use 
for bringing any direct proposition before the public. It can be made of any reasonable 
size to fit any proposition. It should not be a mere postal card, for that brings it within 
the limits of a brief form of letter. It should be printed much in the same form as a news- 
paper advertisement. It should have a strong headline. It should state in the body of 
the text just why the card is sent out. It should give the proposition in a plain and 
forceful manner. It should be full of suggestion. It should give reasons why the receiver 
should take advantage of the offer. It should state all the advantages of the offer. The 
offer should be set forth in such language that it cannot be misunderstood. Any mailing 
card that does this and is sent to a good list of names will pull direct results. 

The mailing card should be illustrated, but it is better to use a plain one than to use 
some of the " jim crow" illustrations used by some advertisers. The card must be digni- 
fied or it will not be well received. No man will do business with a firm that makes too 
many pretensions; that uses a megaphone, as it were, to shout its message into his ear. 

There are many firms manufacturing odd styles of mailing cards. The use of these, 
while often expensive, is likely to bring in adequate returns. 

The mailing card printed in two or more colors will attract more attention than one 
printed in one solid color. The colors should harmonize, however, with the message 
and not be such as will offend good taste. 

Mailing cards should be used in sets of three or more. Each additional card sent out 
adds to the value of the former ones and strengthens its own proposition in the same 
manner in which each succeeding newspaper advertisement adds to a firm's standing in 
the community. 

If a series of three or more cards are used the message should be so graded that each 
succeeding card adds to the message sent in the former cards. New ways of expressing 
the same idea should be used and new reasons for accepting the proposition should be 
given. 

Suppose the hatter sets out to advertise his hats by means of mailing cards to a thou- 
sand men. The first card should briefly state the policy of the store, its standing in the 
locality, its facilities for getting and handling the latest styles. It should then take up 
some particular class of hats and tell about them in a way that will picture them to the 
readers' mind. Prices should be casually mentioned. If it is a spring campaign the 
first card would be issued some time about the early part of February. It would take 
stiff hats for its first subject. The second card might be sent out about a month later 
and take for its subject soft hats. Another following as soon as weather conditions are 
right should treat about the straw hats for summer. 



98 HOW TO ADVERTISE A RETAIL STORE 

Such a series sent to a thousand men that wear hats should bring about good results. 
It will help along the newspaper advertisements that are daily or weekly appearing along 
the same lines. 

A clothier can use the cards in a similar manner. One can illustrate and tell about 
the new spring coats and rain coats. Another about the early spring suits. Another 
could take up the new summer two-piece suits. These cards should tell what colors and 
styles are being most favored and set forth the advantages of trading at the advertiser's 
store. 

Another good card for the clothier, furnisher or tailor to use would be a "dress-form 
chart," showing the proper styles in all articles of apparel for all occasions. Such cards 
would be appreciated by a great many men who like to keep up to date and follow closely 
the dictates of style. These cards could be sent out occasionally as changes of any 
moment occur. 

The retailer receives many mailing cards in the course of a month. By preserving 
the best of these he can pick out ideas enough to help him prepare a good series for his 
own use. Form, color, style and even subject matter are all there for him to appropriate 
for his own use. 

No matter what the style of the card used, no matter how well illustrated it is, no 
matter how neatly it is printed, unless the copy is strong in advertising power it is useless. 
It must be "salesmanship copy" or it is likely to prove of little value. It must be straight 
from the shoulder selling talk if it is to sell goods. 

Your copy must fit the goods; it must fit the person to whom it is sent, and the one 
thing to be kept prominently before you during its preparation is that the sole and only 
purpose of the copy is to sell goods. Such copy used on mailing cards sent out at inter- 
vals and judiciously sandwiched in with other items of direct advertising matter will 
create as much business per dollar invested as any known sort or kind of advertising. 

The souvenir post card craze can be taken advantage of by the retail advertiser. 
Comic post cards are cheap, and if judiciously used will bring in good results. The 
comic that is suggestive of improper things should be severely left alone. The merchant 
who would dare use one of these would lose caste with a great many men who frown 
down on anything that might have a hidden meaning. 



CHAPTER XVIII 

A FOLLOW-UP CAMPAIGN FOR THE RETAILER 

IN THE last two chapters was shown the value of booklets, circulars, advertising 
letters, and mailing cards. In this chapter is outlined a campaign in which they 
can be used. It is called a "follow-up," because one piece of advertising follows 
another until the " prospect " is landed or the last of the series is used. 

Supposing the clothing merchant makes up his mind to be more active the coming 
season, to do more advertising and to make that advertising as effective as possible. He 
is using the newspapers right along, and, of course, will not drop that. But he must do 
more advertising than that which he is doing in the newspapers, and decides to try circu- 
lars and mailing cards. Several of these, together with a good booklet, will make up an 
excellent advertising campaign. 

It is conceded on every hand by expert advertisers that it is better to concentrate an 
advertising appropriation than to scatter it. It is far better to advertise effectively to 
500 persons than to merely reach 5,000 with doubtful results. That is, it is more profitable 
to reach 500 persons with ten advertisements than it is to reach 5,000 with only one adver- 
tisement. 



A FOLLOW-UP CAMPAIGN FOR THE RETAILER 99 

The retailer must keep continually hammering away at a prospective customer until 
he has secured him, or until he is perfectly sure that he cannot induce him to become a 
customer. No merchant can expect to secure every person in his neighborhood as a 
customer. There are other merchants who have bound these people to them by friend- 
ship, good service, good merchandise, and other ties. But he should try to secure for 
himself all he can, and it is surprising how many people there are who will come when 
invited, who will go where commanded, who will act upon the merest suggestion. It is 
these people that the retailer should try to induce to come to his store for their supplies. 

Now, for the clothier's follow-up campaign. We will presume that it is the fall sea- 
son and that the clothier carries a full line of wearing apparel for men, including men's 
hats, furnishings, clothing and shoes. 

He, first of all, prepares his booklet, which should be in the nature of a diminutive 
catalogue. This booklet will treat of the store policy and be a general invitation to each 
reader to call at the store. It will take up each line separately and give some information 
about staple lines that are usually carried in stock. Men's business suits, men's dress 
suits, blue and black suits, light weight overcoats and raincoats, heavy weight overcoats, 
odd vests and trousers, hats, shirts, underwear, shoes and rubbers should all have sepa- 
rate sections or departments in this booklet. It might be necessary to have thirty-two 
pages in which to tell the whole story. This, of course, would depend largely upon the 
size of the establishment. It should at least be large enough to do justice to the stock. 

If desired this booklet instead of containing all of these lines and being of considerable 
size could be divided up into say four smaller ones. These could be sent out at intervals 
of a week apart, and alone would make up quite an effective campaign. But we will 
suppose for the purpose of illustration that there is to be but the one booklet. 

This booklet is to be sent to men who are not customers of the store or whose pur- 
chases there are only occasional. The object of the campaign is to get new customers; 
to bring prospective customers to the store. The list should be carefully made up of men 
who are known to be householders and to men who are holding steady positions in the 
locality. Names of irresponsible persons on a list of this nature weakens the returns 
from it by adding to their cost. 

It is very desirable that young men should be interested in the store, and a special 
folder should be prepared and sent to them. The parent receiving the regular follow-up 
matter will naturally communicate its purport to the members of his own household. 

The booklet should be mailed at the beginning of the season, just at the time when 
the chilly nights are turning men's thoughts toward heavier wearing apparel. 

About ten days later a circular letter should be sent out to the same list of names. It 
might state that the booklet had been sent and that if not received, another would be 
mailed on request. The retailer might add that he had sent the booklet for their mutual 
benefit; that he believed it would be to the advantage of both for the person addressed to 
become a customer of the store. The policy of the store might be emphasized by stating 
that every customer of the store was assured satisfaction in every purchase or money 
would gladly be refunded. It might end something like this: 

"Kindly look over this little booklet again — see if there is not some line described 
that you can use. If there is, come to the store some time and let us show it to you. Come 
anyway. We will always be pleased to welcome you here." 

It is desirable that careful record be kept of all who respond to these invitations. 
When any of those whose names are on the list have called and made purchases or have 
only looked over the stock, their names should be taken off the list so that the remaining 
pieces of literature do not reach them. The reason for this is obvious. When one man 
invites another to call at his home and he does so he does not continue to importune him 
to call. He may ask him to call again — that is permissible, but he would only make a 
fool of himself if he kept on urging him to call, all the while ignoring the visit already 
made. 

After another week having elapsed he should send out a mailing card. This card 
should be an advertisement, pure and simple. It should take up some special line, such 

UOFC 



100 HOW TO ADVERTISE A RETAIL STORE 

as heavier underwear, rain-proof coats or shoes. The weather conditions might dictate 
just the hne most suitable, for it should mention the most timely line possible. It should 
be as seasonable as the merchant can make it. 

At the end of another week another circular should be mailed. This should be in 
the nature of a personal letter, as should the first circular. This one might start off 
with: 

"Have you been in to see our new lines yet? If you have not, you are missing a treat. 
We are anxious that you should see the nobby styles we are offering this season, and ex- 
tend you another invitation to call. Come this week." 

The letter then might take up some special line, such as business suits. These need 
not be very elaborately described, but one or two special lines can be casually mentioned 
and priced. These, if illustrated in the booklet, could be referred to, the page on which 
they appear being mentioned. This might be followed by a closing paragraph similar 
to the following: 

"Perhaps you are well supplied at this time with clothing, but there is always some- 
thing wanted in ties, collars, shirts, and other little things that are to be found here. Drop 
in any time you need something to wear and let us show you what is new." 

In another week another circular is sent to the same old list of names. This letter 
should be short and should state that a small folder is being prepared illustrating some 
of the new things in shoes and hats, the two extremes. It might say: 

"These lines are already on sale, and we would be pleased to have you see them at 
any time. Don't wait for the folder if you are in need. It is not intended to take the 
place of our show-rooms, for it can but inadequately represent our offerings. Only a 
few of the novelties can be shown in the folder, while we have hundreds on sale," or some- 
thing to that effect. In it should be also mentioned some new thing in either shirts, ties, 
or other article that has a popular sale. 

This circular will prepare the mind for the folder, which should follow in about a 
week's time. It will make the folder much more valuable than if it was sent out first, 
and then a letter following it or even one being sent with it. It has served to make the 
mind curious of what the folder will show. It is sure of a reading, while otherwise in some 
cases it would be cast aside. 

In this campaign the merchant has concentrated his advertising eloquence upon a 
certain number of persons known or unknown. From first to last seven pieces of adver- 
tising have been mailed to each in the space of two months. Now, if one of these little 
advertising bullets does not hit the mark, nor all of them together make a strong impres- 
sion, it would be a queer thing. It is certain that every one on that list will, at least, give 
the merchant a chance to make good his statements unless they are wedded to some other 
store. Even old customers of other stores will, at least, come to see the store of the man 
who has so persistently advertised its good features. 

Those who come out of curiosity to look around should be treated with the same 
courtesy as those who come to buy. Those who buy should be assured that it is the desire 
of the store to give perfect service, reliable merchandise, and satisfactory wear. 

If any claims are made or complaints arise they should be settled and adjusted to the 
satisfaction of the customer at any cost. In this case the dealer has gone to considerable 
expense to obtain new customers. The purchases made in the first case will give but little 
profit because it has cost considerable to secure the customer. It is the second, third, 
and following purchases that will bring the profits to the merchant's cash drawer. 

If this campaign does not secure a goodly percentage of new customers it will fail from 
one or both of two causes. The advertising matter was not properly written or the store 
service and the merchandise are not up to the mark. 

Now, what about the old stand-bys of the store ? Are the old customers to be neglected 
altogether in this campaign? By no means. Old customers are valuable, even more so 
than new ones. 

The booklet, mailing cards, and folder used in the campaign outlined above should 
be secured in sufficient quantities to allow of one of each being sent to the old customers' 



A FOLLOW-UP CAMPAIGN FOR THE RETAILER 101 

list, as well as the new list. These can be sent out when the others are mailed and in 
itself will make quite a nice little series. 

The merchant should by no means neglect his newspaper advertisements during this 
time. In reality he should give them more attention than usual, for on them he must 
depend to a certain extent to verify what he is sending out through the mails. 

When he sends out a mailing card calling attention to some particular line he should 
talk that same line in his newspaper advertisements. In the same way he should display 
these lines in his windows. The advertising in the follow-up, in the newspapers and in 
the window should be identical to bring about the best results, for the one helps each of 
the others in making sales and creating a good impression. 

In his newspaper advertisements he might say: 

"See our window display." 

In the window he should have a card saying: 

"See our advertisement to-day in the Press. ''^ 

This plan is given here merely as a suggestion; it would not suit all clothing stores 
nor could it be followed very closely by stores handling other lines. It is given merely as 
a suggestion of what might be done and as an illustration of our idea of the follow-up 
campaign of a retailer. 

The hardware merchant would have to follow entirely different lines. He would 
have to have his mailing lists divided into a number of classes. He could send out a cata- 
logue of stoves to householders. He could send out a circular about paints to owners of 
houses. He could send out circulars or mailing cards to builders and carpenters. Tools 
could be advertised by a little booklet sent out to all men who work by the day and who 
have any use for tools. Such a list might be secured from a membership list of the differ- 
ent trade unions in a city. 

The shoe merchant could follow the plan outlined quite closely, but the baker and con- 
fectioner could not. The latter could use a series of half a dozen mailing cards sent to 
housewives. On each card some new feature of the baking done by the advertiser should 
be featured. One week it might be bread, next week, cakes, the next, pies, etc. If he 
does catering as well as baking he should not neglect the opportunity of telling how much 
trouble he could save the hostess at such functions as she may give during the season. 

The dry goods merchant has material enough for a dozen pieces of follow-up literature. 
He can feature dress goods in their season, wash goods, underwear, hosiery, corsets, 
etc., in their season. In fact there is no business that cannot be increased by a plan of 
this kind. 

In some localities, where there are a number of R.F. D. routes, a follow-up campaign 
could be worked vigorously. Even if the trading is done mostly away from his town 
the merchant could make it interesting enough for the farmer to bring him to the mer- 
chant's town. 

A follow-up can be made up of several pieces of inexpensive advertising mailed at 
regular intervals. Any particular line of goods can be exploited in this way. If they are 
mailing cards, and these are the best where a cheap means are required, because the 
postage on them is but one cent, each one should feature but one particular point. Each 
point is then brought out, the one following the other. These cards coming closely to- 
gether, one after the other, will make the person addressed curious about the article 
advertised. This curiosity arouses a desire first to see the article and then to possess it. 

Not many retailers have given this idea of a follow-up campaign much thought. If 
it has been thought of at all it was only to be dismissed as useful for mail order houses 
and general advertisers, but of no practical value to the retailer. 

If any one who has read this chapter earnestly will say thoughtlessly that it will not pay, 
he is most strongly advised to let it alone. But the retailer, who sees possibilities in it, 
is strongly urged to try the plan for one season. If it is successful he can continue it for 
another, and make it a feature of his advertising for the future. The second season he 
can improve on his first season's efforts. He can profit by his former mistakes by avoid- 
ing them in succeeding campaigns. 



102 HOW TO ADVERTISE A RETAIL STORE 

CHAPTER XIX 

CALENDARS, BLOTTERS, PICTURE CARDS, ETC. 

AS AN advertising medium, calendars are good, notwithstanding the fact that there 
are miUions of them distributed every year. The calendar is perhaps one of the 
oldest methods of modern advertising now in use, but at one time the insurance 
company and the printer seemed to have the sole right to their use. 

Nowadays, almost every firm, wholesale or retail, small or large, gives away calendars, 
or have given them away at some period of their business existence. Some have brought 
advertising results and some have not. 

The merchant knows what a scramble there is about holiday time for calendars. 
The very fact that so many persons inquire for them is proof positive of their advertising 
value. 

Profitable or not, as a standing advertisement, the merchant who distributes a pretty 
and artistic calendar will get the good- will of every person who receives one. They get 
word of mouth advertising from its distribution even if they do not get it from the calendar 
itself. 

The wall hanger is probably the most sought for by the women, but it is for its artistic 
merits alone and not for its utility as a calendar. Men, office men especially, find a large 
wall hanger calendar very useful, but in many cases the pretty picture is cut off and the 
calendar pad hung up. 

These large artistic ten-color reproductions of famous pictures, handsome stage 
beauties, and beautiful women often find a resting place under a passe partout frame. 
Human ingenuity, especially that of the female gender, will find a way to mutilate the 
handsomest calendar unless the printed advertising is placed in the figure or on the scene 
represented. When this is done the hanger loses its value in their eyes, but it becomes an 
advertisement of value then. It may not be hung in the most conspicuous place in the 
home, but it will be hung somewhere for its artistic value. 

These hangers are among the most expensive of all calendars, except those made of 
other materials besides paper. Celluloid, velvet, metals, etc., are employed to make 
many neat effects in calendars that run up rapidly into money. 

There is one kind of calendar that will always find a place in an office or home; 
those little ones that can be slipped into a No. 7 envelope and are just the thing for 
mailing. 

These little card calendars will find a resting place in the home and office every time. 
The beauty and artistic merit of the design will decide whether that place be the kitchen 
or parlor. Some of the scenes depicted on these little calendars are genuine works of 
art reproduced in the living colors of the originals, while others are handsome half-tones, 
printed from steel or copper. These can be had so reasonably now that there is hardly 
any excuse for a retailer not using them. 

The writer has seen many mutilated hangers, some of which have cost closely upon 
a dollar apiece, but he could never tell who the firms were that issued them. Clever 
feminine hands had so arranged it that the firm name and advertisement could not be 
seen. Alongside of these he has seen hanging many of the smaller card calendars that 
are kept for their usefulness more than for their beauty. These have borne the names of 
the advertisers, and have brought no blush to the face of the housewife who has collected 
them. One was a picture to her, a work of art, while the other was just what it repre- 
sented itself to be, a calendar, a household necessity. 

One of the neatest of these little calendars we have ever seen was issued by a shoe 
retailer, doing a small business in a small town. He usually bought five hundred, and he 
never paid over three cents apiece for them. He made no ostentatious display with 



CALENDARS, BLOTTERS, PICTURE CARDS, ETC. 103 

them, but quietly placed one inside of each parcel as it was being wrapped up. They 
were small enough to go inside of the smallest shoe carton. And into these they went 
during December, and until they were all gone. He said: 

" Last year I did not buy any calendars. I felt that it was a useless waste of money, 
because there are always so many of them given away, but I found I had made a mistake. 
A great many women told me they regretted the fact that I had not procured any that 
year. They said they were always pleased to have mine, because they were just a nice 
size to fit into any odd place on the wall. Larger ones, while perhaps being more hand- 
some, took up too much wall space. I am distributing calendars again this year, and I 
do not consider it a waste of money. My customers look to me for some kind of a good- 
will offering at Christmas — what better article can I procure than a calendar .f*" 

This retailer had hit on the right idea in calendars. People run wild over very hand- 
some designs in calendars, but after all it is the little ones that are the most useful for the 
ordinary home. 

There have been many ideas utilized in making up calendars that go far to having 
them hung to stay hung at least for one year. Take the combination match-safe and 
calendar, for instance. Here the utility of the article is doubled, and hence, the likelihood 
of its being preserved is also doubled. Then, there are those little novelties called color 
barometers, in which one or more of the characters in the picture are dressed, in part, at 
least, with real clothing. This is usually the skirt of one of the figures. With every 
change in the atmosphere the color of the skirt changes, indicating fair weather, rain or 
change. These are valuable as curiosities as well as barometers, and when a calendar 
pad is added make a novelty that is sure to be looked at very often during its life. 

When expensive calendars are used it is up to the merchant to see that they are dis- 
tributed where they will do the most good. He should find a place for them in hotels, 
barber shops, public halls, waiting rooms, etc. He should deliver these himself, per- 
sonally, or through a responsible representative, and see that they are hung to stay hung 
and that there is no chance for another to be hung over it, obscuring its beauty, at the same 
time hiding the advertisement. The rest he should distribute from a list made up of his 
customers and friends. A few should always be reserved for those who may come in at 
the eleventh hour, wondering why they were not remembered. 

In purchasing calendars of any kind the retailer should select but one style or pattern. 
The design or picture should be the same on each and every one of them. If different 
scenes or pictures are purchased there will always be some who will want to make a 
choice, causing loss of time, when it can be least spared. Others there are who will find 
them all so beautiful that one of each will be demanded as a right. These requests the 
retailer can hardly refuse to grant to a good customer, but in that way some of his cus- 
tomers get several and some get none. 

The advertisement on the calendar must of necessity consist of but few words. This 
is usually merely the business card of the firm preceded by the words, "Compliments of." 

If the firm has a store motto or advertising phrase the calendar will assist in making 
it a household word. There should be some sort of advertising phrase used besides the 
simple business card, and if the store has never used a motto one should be coined for 
the occasion. 

While there should be some advertising done in the printed matter on a calendar it 
must be done in small space and the fewer the words the larger the letters will be. Small 
type are of little value in advertising on calendars and should be avoided. It is far better 
for merely the name and address to be seen plainly than for a long-winded advertise- 
ment to be hidden from the eye unless a close inspection is made. It must be readable 
at a glance or it will never be read at all. 

Blotters make good advertisements. The value of the advertisement rests entirely 
upon the quality of the blotter. The kind that will blur the writing are not good adver- 
tising, but the very opposite. 

As in everything else there is a right and a wrong way to distribute blotters. They 
are cheap, and because they are cheap some merchants value them too lightly. They 



104 HOW TO ADVERTISE A RETAIL STORE 

distribute them freely as long as they last, and when they are gone wonder how it was 
they were fools enough to go in for them at all. 

Blotters, like calendars, are articles of utility. There is a place for them in every 
home, and in every office. The whole trouble lies in getting them into that place. 

They may be profitably distributed from house to house. This does not mean that 
they should be thrown into front yards. It means a thorough distribution. The dis- 
tributer should ring the door bell, and hand in the blotter with the remarks, "Kindly 
accept this blotter, with the compliments of & ." 

In office distribution it is better to leave but a couple at most on each desk. At the 
end of a week another couple could be left and so on until it is decided to quit their use. 
When a stack of a dozen or so are left at one time they are looked upon as of less value and 
are thrown away half used. The longer they do duty the more lasting the advertisement. 

The advertisement printed on the blotter should also be short. Large type should 
be used, for the message that it conveys must be easily read while the blotter is in use. 
Some bright catch line should be used, one similar to, "You can't blot out the fact that, 
etc.," is easily remembered and is appropriate as well. 

The schools should not be forgotten in a blotter campaign. In fact, to the writer's 
mind, it is here where the blotter will be found of the greatest value. As in office dis- 
tribution they should be sparingly distributed. Sufficient to supply each pupil with one 
each week is better than leaving half a dozen for each, for then they become too common 
to be thought of after the first moment's enthusiasm. 

The advertisement on the blotters for school distribution should be very simple. 
They should be illustrated with outline cuts. These the pupils will find much pleasure 
in copying, for each pupil draws at school these days. When children's wares are adver- 
tised in this way the appeal should be direct to the child. Make the child want what is 
advertised, and the parents will hear of it, and the store that advertises it will not be for- 
gotten when next anything in that line is required. The boys and girls will see to that. 

Picture cards are another means of advertising, through the eyes of the children. All 
will remember some years ago, the craze there was for picture advertising cards. The 
craze is being duplicated in the craze for picture post cards. Picture cards are now 
printed very cheaply in colors, owing to modern advancement in the art of printing. If 
used at all they should be freely given to all children who ask for them. 

Picture puzzle cards are, perhaps, of more value, as they will be taken into the homes, 
and the parents interested in the solving of the problem. 

Picture cards are considered of little value to-day as advertising, but these puzzle 
cards should be good for any line. 

Such cards as "The Liar's License," the "License to Butt In," etc., are good, when 
the retailer is catering to the young men's trade. Such novelties always take with them. 
If they are such as to cause them to discuss the store freely, the advertising value can 
readily be seen. 



CHAPTER XX 

ADVERTISING NOVELTIES 



THERE can be had a lot of advertising out of the advertising novelty if it is properly 
used. In the first place the novelty must be suitable for advertising the business 
represented. In the second place it must be properly distributed so as to avoid 
loss. There is perhaps no kind of advertising that is so often misused as the advertising 
done with these little novelties. A careful selection of the novelty to be used and a careful 
distribution to avoid duplication and to escape placing them where there can be no results 
from the advertising are absolutely necessary to obtain returns from their use. 



ADVERTISING NOVELTIES 105 

Almost any thing that is to be given away free that contains advertising matter on it, 
or on the wrapper, or when advertising matter accompanies it, may be called an adver- 
tising novelty. Free samples are the only exceptions to this rule. 

The object of using advertising novelties is to get advertising from them. It is obvious, 
then, that an article of general utility, one that is often used and one that will be kept 
the longest is likely to prove the best advertising medium. 

Half or more than half of the advertising novelties listed by manufacturers as novel- 
ties are utterly worthless. Some because they are of no earthly use, being neither useful 
nor ornamental, and others because they are so cheaply and flimsily made that they will 
not stand usage. 

Some very beautiful advertising novelties are rendered worthless by the manner in 
which the advertising is placed on them. A pretty piece of bric-a-brac makes a very 
acceptable novelty to the majority of women, but if the beauty is marred by the 
advertisement it will not long be seen, but will soon be thrown upon the rubbish 
heap. 

Nathaniel Fowler, Jr., has laid down the following among other rules as a guide to 
the use of novelties. They are worth remembering when the merchant sets out to 
use novelties as an advertising medium : 

"The novelty of use will be kept longer than the novelty of looks." 

"The novelty of both use and looks will be kept the longest." 

"The best advertising novelty is the one that supplies some definite want 
and has a real use, and is not so covered by advertising as to be objectionable to the 
receiver." 

"It never pays to give the public anything disappointing, apparently cheap and 
poorly constructed." 

"Never distribute an advertising novelty promiscuously." 

"The method of distribution should be decided upon, and the expense calculated 
before the order is placed." 

"Better have a hundred novelties, with little advertising upon them, well kept and 
appreciated, than a thousand novelties thrown away." 

These axioms on the selection and use of advertising novelties might be continued 
to cover the subject, but to do so would take up too much space. 

Advertising novelties have become a staple on the market, and many firms devote 
their whole resources to the manufacture of them. They are made of every conceivable 
material, such as wood, paper, metal, glass, celluloid, bone, etc. Some can be purchased 
as low as half a cent apiece, or even less, while others range in price as high as a dollar. 
The method of distribution and the number to be distributed will often govern the price 
to be paid where an advertising appropriation is limited, as it usually is in the retailer's 
case. 

It is often hard to decide just what is best to get for distribution. The difficulty is 
slight if the customers, or "prospects" to whom they are to be given are all of one class. 
But when of mixed classes it is the hardest thing to decide just what will be most accept- 
able to the largest number. 

We give here a brief list of some of the advertising novelties that have been used for 
years. They have drawn trade for hundreds of merchants and will draw trade again for 
the retailer who uses them rightly: 

FOR THE OFFICE AND MEN 

Cigar Cases. Pin Holders. Lead Pencils. 

Paper Weights. Pencils. Match Strikes. 

Card Cases. Memo. Books. Mirrors, Wall. 

Ink Stands. Memo. Pads. Wood Business Cards. 

Rulers. Blotters. Aluminum Cards. 

Match Safes. Envelope Openers. Stamp Boxes. 

Tooth Picks. Diaries. 

Pin Trays. Calendars. 



106 



HOW TO ADVERTISE A RETAIL STORE 



FOR THE HOUSEHOLD AND WOMEN 



Pin Cushions. 


Tumblers. 


Nail Files. 


Aluminum Combs. 


Pocket Books. 


Corkscrews. 


Ash Receivers. 


Tin Cups. 


Tin Scoops. 


Games, such as 


Book Marks. 


Yard Sticks. 


Dominos, 


Brushes. 


Coat Hangers. 
Laundry Bags. 


Checkers, 


Vases. 


Playing Cards, 
Card Games. 


Whisk Holders. 


Asbestos Mats. 


Fans. 


Package Carriers. 


Thermometers. 


Aprons. 
FOR CHILDREN 




Paper Horns. 


Dolls. 


Kites. 


Feather Darts. 


Drawing Books. 
Wood Whistles. 


Scholar's Companion. 


Balls and Bats. 


Picture Cards. 


Footballs. 


Tin Whistles. 


Puzzles. 


Bag of Marbles. 


Patent Drums. 
Bows and Arrows. 

FOR SPECIAL USES 


Rulers for School Use. 


Carpenters' Aprons. 


Tobacco Pouches. 


Pencil Clips. 
Imitation Peanuts. 


Carpenters' Pencils. 


Horse Covers. 


Advertising Caps. 


Advertising Umbrellas. 
Canvas Gauntlets. 


Imitation Firecrackers 



Many of these can be successfully used in either or both the office and home. To 
this list might be added many of those little articles for personal use — those that are 
carried about in the pocket of the man or in the purse of the woman. Those in mind are, 
stamp boxes, toothpicks, pocket combs, diaries, pin cases, key rings, etc. There are 
hundreds of little things in daily use that may be used profitably in advertising. Almost 
any little article that is of everyday use will serve. 

It is strange that novelty dealers are so short-sighted as not to see the value of trade 
journal advertising. These weekly and monthly papers reach practically all the retail 
merchants in the country, yet one can search them through, from cover to cover, and often 
not find one dealer in advertising novelties advertising. Can it be that these dealers 
believe there can be only one kind of advertising — that done by the advertising novelty.'^ 
If they do, they are making a sad mistake. 

As before stated, the method in which the novelty is distributed either adds to or 
takes away from its value. If thrown away upon all comers, it is a waste of good adver- 
tising money. 

When they are to be distributed from the store, a list of all possible names should be 
secured. These names should be checked off, as the novelties are distributed. This is 
absolutely necessary where the advertising novelty is costly, and therefore limited in 
numbers. Some persons are only too willing to accept these little gifts over and over 
again, even when they know it is the intention of the merchant to present one only to each 
customer. 

It is always best for the merchant to decide first, just what he wants to do, what people 
he wants to reach, how much he can aflford to pay for this campaign, and then decide 
whether it will pay him to use one class of advertising or some other class. 

Some time ago the Shoe Retailer, Boston, Mass., offered a prize for the best essay on 
"How to Get Out-of-Town Trade." The author submitted the following essay which 
was adjudged the best and awarded the prize. It is given here, not to gratify the vanity 
of the writer, but because a campaign is there outlined in which an advertising novelty 
is the principal medium used. It was entitled: 

PERSONAL VISITS WIN 

The best way to secure trade from the surrounding country is to go out after it. 
Make a house-to-house canvass and personally invite each family to deal at your store. 



ADVERTISING NOVELTIES 107 

This is no herculean task as one would at first thought suppose. It is easily accom- 
plished and is both a profitable and a pleasant undertaking. 

Secure some useful advertising novelty for distribution. This will serve as an 
excuse for your call, and if the novelty is one that can be put into daily use, it will stand 
as a lasting reminder of your visit. Suitable advertising literature should be prepared 
to be left with the novelty. 

Nothing then remains but the distribution. A merchant can hire a livery rig and 
starting out early call at a great many houses before he has to return in the evening. If 
the whole of the surrounding country cannot be covered at one time it is better to take 
up the work by sections and cover each section thoroughly. 

When you call you should state the reason of your visit plainly. You are giving 
the family a personal invitation to deal at your store and you intend to give them good 
values for their money. 

While the campaign outlined above will bring in many new customers, and is not 
expensive to operate, it can be made still more effective by adding somewhat to the 
expense. 

Supposing a merchant starts out July 1st, to make his canvass and is willing for the 
next two months, usually the dullest in the year, to give a discount of ten per cent, to his 
country customers for the purpose of securing a much larger turnover than usual, he can 
follow this suggestion: 

In addition to the novelty and literature to be distributed, let him have "discount 
coupons" printed similar to the following: 



DISCOUNT COUPON 

This coupon entitles 

Name 

Address 

or any member of his family to a 10 per cent, discount on any purchase 
made at our store before (Date) 



This discount is given to show our appreciation for past favors. 
(Name, address and business.) 



These coupons can be printed on white paper and are for distribution to customers 
of the store that the merchant meets in his canvass. 

Another lot of coupons, printed on pink paper, could be used for distribution to those 
who have never dealt at your store. The only difference in the wording necessary would 
be that following the line shown below the date. On these coupons the following should 
be used: "This discount is given for the purpose of introducing our up-to-date goods 
to the holder," or something to that effect. In this way coupons are prepared for two 
distinct classes of people, viz., old customers and prospective customers. 

These different sets of coupons should be cheaply bound into books and have a per- 
foration at the bound end so they can be easily torn out. A few sheets of carbon 
copying paper will complete the outfit, and you are ready to make your canvass. 

There are two reasons for using the coupons. One, to induce trade to come to your 
store to secure the discount; the other, to assist you in compiling a reliable mailing list. 

When you call at a house you state your mission and present your novelty. Naturally 
the housewife (you will generally meet the women of the household, but that is perhaps 
better for you, as they are the buyers) will be pleased, and you can easily have a short 
conversation with her. 



108 HOW TO ADVERTISE A RETAIL STORE 

If she has been a customer of your store you give her a white coupon, filhng in the 
name and postofhce address, making a dupHcate copy at the same time. The prospect 
of a discount will tend to make her even more affable, and you can secure all the informa- 
tion you want from her. This should be done without asking too many blunt questions 
but should be brought out in the conversation. 

Let me suggest that you get at the following facts : 

1. How many men in the family. 4. How many girls. 

2. How many women. 5. Are there any babies. 

3. How many boys. 6. Are there any old people. 

With this information about every family on your mailing list you will not be sending 
a circular about "Baby's Footwear" to those who have no children, and you will save 
enough in postage and printing to go a long way toward paying for your present 
campaign. 

You follow exactly the same process at the house when you find your store is not known, 
only giving out a pink coupon instead of a white one. 

When you leave the house you should set down the information thus obtained on the 
back of the duplicate coupon bearing the name and address. 

When you have covered the territory intended you can prepare your mailing lists. 
At least two lists should be made, one list containing names of actual customers, the 
other containing names of prospective customers. 

The card system can be used to good advantage here, as you will often see the necessity 
of transferring names from the prospective customers' list to the actual customers' list. 

By the time you have your list prepared, your discount coupons will be coming in. 
The old customers can easily be distinguished from the new by the color of the coupon 
presented. 

Each day you will take the names from the coupons presented and re-arrange your mail- 
ing lists. Place those names from the pink coupons with those from the white coupons 
by themselves. This leaves those who have not yet presented coupons divided as before. 

At the end of your discount period you will find a goodly number of coupons still 
outstanding. As ten per cent, discount on the first purchase of a new customer is a low 
price to pay for a new customer, you can send an imitation typewritten circular letter 
to your prospective customers, extending the time for the redemption of coupons for thirty 
days. Show the advantages you offer for their trade and advise them not to lose the dis- 
count, etc. 

The old customers may be made the same offer if it is thought desirable. If they have 
not been in the store for two months it is pretty nearly time that they should come. A 
renewal of the offer may prevent some of them from drifting elsewhere to make their 
purchases. 

This campaign should and will, when properly carried out, wonderfully increase the 
trade of a store. The aim should then be to keep the trade thus secured. Right here 
let me say that if as much effort was used by a merchant to keep his old customers coming 
to his store as is used to secure new customers he would be a great deal richer than 
he is. 

In conclusion let me sound a note of warning. See that your stock contains the class 
of goods wanted by the class of customers you are going after before you undertake to 
bring that class of people to your store, or it will end in a miserable failure. Use every 
means possible to keep your customers as well as to secure new ones. Treat all alike — 
as friends. Follow the Golden Rule and success is yours. 

This plan can be carried out by any merchant. It need not be so elaborately worked 
out except for such merchants as sell wearing apparel. To them the classification of the 
possible customers is very valuable. To the grocer any classification, other than house- 
holders, is practically valueless, although large families make more profitable customers 
than small ones. 



PACKAGE INSERTS AND ENVELOPE ENCLOSURES 109 

This plan need not necessarily be restricted to out-of-town customers, but could be 
just as profitably worked in a city, town or village. 

A classification of the population of a city, with addresses of all possible customers, 
would prove invaluable to any department store. Such a store having a list of spinsters 
would hardly send to their address advertisements of men's suits. On the other hand, 
having a list of young men the firm could afford to spend considerable in securing their 
trade by sending them circulars and booklets and an occasional advertising novelty. 



CHAPTER XXI 

PACKAGE INSERTS AND ENVELOPE ENCLOSURES 

WHEN it is remembered that millions of packages, of different shapes and sizes, 
are daily sent out from the retail stores of the United States, it may cause 
some wonder why these are not made the medium of more good advertising. 
That a great percentage of these bear poor and harmful advertising no one can gainsay, 
for every time the housewife receives a package in poor shape, whether from careless 
handling by the delivery man, or from the manner in which the salesman puts it up, the 
bad effect is just the same. 

These packages offer every merchant a circulation that cannot be duplicated by any 
other advertising medium. The merchant who sees the possibilities here and uses them, 
will be the one to reap the large benefits that arise from good advertising. 

The package itself should receive more attention. Cheap twine and flimsy paper 
are responsible for the poor impression that many of these packages gives the customer. 
Good paper and good twine are not any more expensive than the poorer and cheaper 
varieties, because very often double the quantity of the latter must be used. This is an 
increased cost for that package of one hundred per cent., so that a twenty -five per cent, 
increase in the original cost of the paper and twine is a saving, instead of an expense. 

It is often surprising to find retailers of good reputation using newspapers and paper 
that has been used around other parcels, to do up their wares. These same merchants 
are particular about the appearance of their stores and their goods, but once the goods 
are sold they seem to lose all interest in them. This is a fatal mistake in business. 

Now some merchants will assert that there should be no advertisement printed on the 
wrapping paper. Others will have flaring broadside advertisements covering nearly the 
whole surface, and claim they get good advertising results from it. In our opinion the 
merchant who meets these conditions half-way is the one that is right. 

Any merchant who uses these advertisements plastered all over his paper, knows that 
he is very often asked to turn the printing inside. This is done because people object to 
becoming walking advertisements for the store. Of course, that is the object of such 
advertisements— to have them read on the streets, as people carry the parcels home. 
Who has not seen these broadside advertisements, embellished with antique wood-cuts 
that are more often but a blur or blot of cheap ink.? Every one has seen them in the 
smaller cities and towns, and some in the larger cities. Thank goodness! merchants are 
seeing the error of their ways and these things are less apparent every year. 

The printing on the paper should take the shape of a neat card, covering not more 
than about a hundredth part of the sheet. Any larger proportion is likely to be met with 
the request, "Please turn the printing inside." 

A very neat card to use on wrapping paper is one somewhat similar to the following: 



no 



HOW TO ADVERTISE A RETAIL STORE 



If this 


package 


is lost finder will please 






leave at 






BROWN BROS 




163 Main St. 




Jackson. 



No one will object to that kind of an advertisement being turned outward on their 
parcels. 

Salesmen should be instructed to make all packages as small and compact and as 
neat as possible. If they have not become adepts in the art of wrapping parcels of different 
kinds they should be taught how. Neatness should then be insisted upon. And not only 
should a parcel be neatly wrapped, but it should be strongly wrapped. Who can realize 
the embarrassment of a person carrying a parcel on the street when that parcel suddenly 
comes undone and its contents scattered all over the walk in plain view of other pedes- 
trians, except the one who has experienced it? Have this avoided by the use of good 
paper, good twine and brains. 

Every bundle should carry into the home some advertisement besides that on the 
wrapper. This may take the shape of a simple card, a folder, a booklet, or it may be in 
the nature of a surprise in the shape of a little present of some advertising novelty. These 
can be so easily and quickly inserted in the package that no time is lost in doing it. 

These little advertisements are taken into the home of the customer and read just at 
a time when he or she is likely to be most easily influenced. Confidence has just been 
shown in the merchant; the wares purchased have pleased the eye and the pocket. Isn't 
that a good time to drive an entering wedge for future trade .'^ 

An enterprising merchant in an Ohio city always inserts a card, about four inches 
square, in every parcel that leaves his establishment. One side of the card always reads 
something like this: 



WE THANK YOU 

for your patronage. It is our aim to so please every customer with every 
sale we make that he or she will come back to us when requiring any- 
thing further in our line in the future. If the purchase you have just made 
is not in every way satisfactory to you upon a closer examination in your 
home, we will be pleased to exchange it at any time or refund the price you 
paid. We mean just what we say, because we know that a satisfied cus- 
tomer is our best advertisement. 

BLANK & BLANK. 



On the other side he always has an illustrated advertisement. Sometimes it is one 
line, sometimes another. It is always seasonable. Winter goods are never advertised 
in summer, nor vice versa. 

A leaflet is perhaps as good a means of package advertising as can be found, because 
the leaflet can be produced very cheaply and can be folded during spare time at the store. 

A leaflet of, say, four pages, each measuring about three by six or three and a half by 
six, makes a good size to use. The title page should be dovoted to a little "Thank you," 



PACKAGE INSERTS AND ENVELOPE ENCLOSURES 111 

similar to the one used by the Ohio merchant and quoted above. The other pages devoted 
to the hnes being specially advertised. These special advertisements should not be too 
lengthy. The shorter the text and the better the illustration the stronger the impression 
that is made. 

Little slips to the number of half a dozen might be used also. These should usually 
be of different sizes and shapes or of different colors of paper. It is necessary to dis- 
tinguish them in that manner, for sometimes the customer will read only one and thinking 
the others are the same throw them away unread. 

These little slips should advertise different lines of goods, one line to a slip. Just a 
few words and a price is all that is necessary. An illustration will always add to their 
value, but illustrations are not absolutely necessary. 

We know of a large clothing store that makes a practice of inclosing some little adver- 
tising novelty in every package of clothes that is delivered. It is put in as a surprise to 
the customer, and has become a feature of the store that customers are curious as to what 
it might be, and hasten home with their purchases to see what it is. He has given away 
many different things, among them a pocket comb, a match safe, a stamp case, a memo 
book and diary, etc. A new novelty is given out every month, so that purchasers do not 
usually receive more than one of any kind, for purchases in a clothing store, while for 
larger amounts are not so frequent as in some other retail establishments. 

Any store could follow out this plan. These novelties need not necessarily be very 
expensive, but should be something useful to every purchaser. 

This system of adding a surprise gift to every purchase might be carried out very 
profitably in the children's department of any store. Care should be taken, however, that 
a boy is not given a doll, or a girl a jackknife. At the Christmas season this scheme 
would be very effective. Toys can be purchased in small lots and of varying qualities, 
and can be distributed according to the size of the purchase. 

The retailer will find the package one of the best mediums for introducing and adver- 
tising any particular specialty that he carries. Different points should be taken up on 
different slips and used at varying intervals. Many a specialty has been advertised in 
just this way, the manufacturer supplying the retailer with the package inserts. 

A weak department can be boosted into prominence in the same manner, or a profitable 
one be made to pay larger profits. 

Small stores might find it profitable to exchange these advertising inserts one with the 
other, so that they can be made to reach persons who are not acquainted with the store. 
The grocer can be asked to insert the shoe man's slips while he in return incloses the 
grocer's advertisements with his own. 

Many manufacturers issue little booklets that they would gladly furnish to the retailer 
upon a promise to distribute them by means of the package, and the retailer should avail 
himself of this cheap way of advertising his business. His name should be either printed 
on these or stamped on with a rubber stamp, the former being the better and more up- 
to-date method, although a trifle more expensive. 

A great many stores doing a credit business have to mail anywhere from a hundred 
to five hundred accounts monthly. With these accounts some kind of an envelope 
inclosure should be used. Those used for package inserts could also be used as envelope 
inclosures if the size is made to fit easily in the envelopes. This means of advertising 
should not be overlooked by those merchants doing a credit business. 

The account may be a gentle hint to "pay up," or it may contain a club in the nature 
of a foot note to "pay at once the inclosed account and save expense of collection." If 
an inclosure of an advertisement goes with it it will soften the blow and show at the same 
time that the merchant is looking for more business from the customer receiving the 
account. 



112 now TO ADVERTISE A RETAIL STORE 

CHAPTER XXII 

DODGERS AND HANDBILLS 

AND now comes the despised dodger. Whence cometh its ill repute ? Why do so 
many merchants look down upon this cheap means of appraising the public of 
what is doing? 

The reason is not far to seek. It is not in the dodger itself. It is not because it is 
cheaply printed; it is not because the paper used is poor. It is simply because it is 
improperly distributed. 

The usual procedure does not bring business results. It cannot do so. Who could 
expect it? What is the usual method employed? 

The merchant decides suddenly that he wants to make things hum. He hurriedly 
jumbles together a lot of odds and ends and " out-of -dates " and marks down the prices. 
He then grabs a sheet of wrapping paper and carelessly writes out the matter for a dodger. 
He rushes off to the printer with this and dickers with him until he has received a "cut- 
throat" price. The printer slings it together in any old way because there is no money 
in the job. The merchant rushes back to the printer long before the type can be assem- 
bled and issues a number of hurry-up orders. In the end he receives a few thousand 
scarecrow advertisements. His next move is to hire a couple of boys, who ought to be in 
school instead of running the streets, to distribute them. He'll pay them a quarter of a 
dollar apiece for doing the work of a man who ought to get at least from $1 to $2 per 
thousand for their distribution. 

But do the boys earn the quarter? Do they faithfully carry out their part of the con- 
tract? If they are new at the business they are likely to do some pretty tall hustling at 
first. It won't be long before that quarter will look further off than ever. But that isn't 
the worst of it. Left to themselves, they might go ahead and deliver the goods. But 
inside of an hour half the urchins in the town will be in tow, all clamoring for some of the 
bills to distribute, in the hopes of sharing in the fruits of the proceeds — candy, peanuts, 
bananas and other edibles being at the summit of the ambition of these youthful business 
men. 

But the work soon palls on them, and one suggests as a means of hurrying things to 
a conclusion, "Chuck 'em down the sewer." 

" Don't do that, put four or five together in every yard and you can say you distributed 
every last one of them," suggests another urchin. He knows his book; he has been over 
that road before. 

Now, how can any piece of advertising bring results under such circumstances? It 
simply cannot, and hence the ill repute of the dodger. 

We assert that the dodger is one of the most effective pieces of advertising that a mer- 
chant can use when it is properly written, properly printed and properly distributed. 

It should be written just as carefully throughout as a newspaper advertisement. It 
should be just as carefully worded. The statements should be just as truthful. It may 
smack a little of the sensational without detriment, in fact, a little color of that nature 
will make it more forceful with a great many of its readers. 

The dodger is usually used as a supplement to the newspaper advertising of a special 
sale. It should be literally teeming with prices — cut prices. But the cuts must be 
genuine and the goods must be at the store to back them up. 

One of the greatest fakes in this respect is the merchant who gathers fifteen or twenty 
articles into one lot and advertises them at about 25 per cent, on the dollar. He does 
not care how antique the styles are, nor how badly broken the assortment may be. 
He places the highest value on them, which is often more than they ever sold for in the 



DODGERS AND HANDBILLS 113 

good old days when they were "it." The pubHc, the easily gulled public read and all 
unthinkingly fall into the trap. But does the merchant benefit any.'^ Not he; he loses. 
The people have been humbugged, and once humbugged they will always fight shy of 
that man's statements. No matter how real his next bargains may be, they will say unto 
themselves, "they're forty-year-old styles." It is just this that has added odium to the 
dodger. 

Let the truth be known. If there are only odds and ends in the lot state that they are 
broken sizes. If they are out of style say so. If there are only a few, tell how many. 
The public may not be so eager to see them, but they will at least give the dealer credit 
for being honest. Confidence in what the merchant says is a necessary attribute to any 
statements issued by him. Without it the public will not pay any attention to his adver- 
tising. He might as well put his advertising appropriation into his jeans and hang on 
to it. 

Then comes the printing. This should, in these modern days, be at least passable. 
The paper should be fairly good. If it is printed in two colors it will cost more, but it 
will bring larger results in proportion to that cost. 

Then comes the distribution. This is a man's work and should be done by a man. 
If there is a bill poster in the place he should be hired to distribute the dodger. That's 
his business as much as a baker's is to bake bread. He knows how it ought to be done. 
He'll do an honest job for the merchant, but he'll have to be paid honest wages for the 
work. The laborer is worthy of his hire. 

Even with the professional bill poster and distributer there are several methods that 
can be employed. They may be distributed with other advertising matter for other 
firms, or they may be distributed without any other advertising to attract equal attention. 

They may simply be thrown into the yards and upon the doorsteps where the lawns 
are not inclosed. This method costs the least of all and is the least productive in adver- 
tising results. It is but little better in method than that the boys employ to get over the 
ground rapidly. By this method the dodgers are left to the mercy of the elements, snow, 
rain and wind, of which the least is not the gentle breeze. 

A man's advertisements that are borne upon the gentle zephyrs until they rest with 
dead leaves and other rubbish in a corner somewhere is not likely to promote the sale of 
wares, no matter how deeply the price has been cut. 

The next best method is to carefully fold the dodgers and pass them under the door 
or hang them on the door handle or bells. In this way they are taken into the house in 
most instances. The best method of all, and the most costly, is to place them right into 
the house. When this is done they should be folded and placed in envelopes, so that 
when they are handed in to the householder they do not have too cheap an appearance. 

"How to Save a Few Dollars," or some similar inscription should be printed on the 
face of the envelope in a fairly large face type, so that it can be read at a glance. This 
will serve to arouse the curiosity of the reader. If the envelope is left plain the first sight 
of the cheaply printed dodger might be its last in many homes. The inscription on the 
envelope has created curiosity, and curiosity must be satisfied whenever possible. 

A dodger may be of any size from a sixteenth sheet to a whole sheet. Half and quarter 
sheets are now most frequently used. 

There are three things necessary in a dodger to make it do its work. First, a good 
strong headline; second, a short, snappy introduction explaining the reason and object 
of the dodger, and third, the offerings. 

Such headings as "Great Sacrifice Sale," "Great Clearance Sale," "Great Cut Price 
Sale," etc., should be avoided. When a clearance sale is an annual or semi-annual 
feature of a store's advertising, "Clearance Sale" may properly be used,J)ut under other 
circumstances another heading might better be used. The clothier might start his 
dodgers off with, "Clothes at Half-price," or "Clothes at Clearing Prices." "Clothes" 
should form a part of his headlines. 

The introduction should be the reason why of the sale. If it is a clearance of odds 
and ends, it is better to say so distinctly. If it is a general clean-up of all lines it might 



114 HOW TO ADVERTISE A RETAIL STORE 

be better to invent some excuse other than "too much stock" which is worn threadbare. 
"A Special Purchase" or something of that kind is hkely to create more interest and is 
perfectly legitimate when the merchant has the goods to back it up. 

The descriptions and prices should be as complete as words and human thoughts can 
make them. The original prices should be quoted in the ordinary body type and the cut 
prices in the blackest type possible for the size. Don't be afraid to make these prices 
stand out — the more prominent they look on paper the greater the bargain appears to 
the mind. 

It is always advisable for a merchant putting on a sale to have a few leaders. These 
should consist of the cheaper lines of goods and of well-known brands and qualities. The 
prices should then be cut deeply. These are for baits, and other goods should be urged 
in their place when the people get to the store, but not so that they can see through the 
scheme. 

One of the most effective dodgers ever seen by the writer was a half-sheet in size. It 
was divided into eight sections, each section inclosed in a rule border. This was then 
folded so that each section formed a page. They were cheaply printed on common 
"news" stock, but the arrangement and folding added one hundred per cent, to their 
appearance. Each page contained prices of one class of goods only and was a complete 
advertisement in itself. 

Many advertisers try to key all their advertising to determine the results. This can 
easily be done in the dodger by the use of a coupon. It may contain an offer of some spe- 
cific article free, or at a reduced price, or it may be an offer of an extra discount on all 
purchases. The condition should always be the presentation of the coupon at the time 
the purchase is made. 

A shoe merchant in a town of 10,000 uses dodgers about four times a year. He finds 
this style of advertising pays when it is not overdone. Hp has gone very deeply into this 
class of advertising and uses some scheme or other for the purpose of making the adver- 
tising produce good results. One time he used the coupon for the purpose of finding out 
whether the dodgers were being read as thoroughly as they should. He did this by 
placing a small coupon in the center of the dodger offering a pair of tagless shoe laces free 
for every coupon presented by an adult. As this was some years ago when these laces 
were a novelty, he found he had good returns, something over four hundred out of three 
thousand dodgers distributed. 

He offered them free with no other condition than the presentation of the coupon. 
This was done under the plea of introducing the new lace. He had his findings counter 
moved to the rear of the store and hired a young lady to preside there during the sale. 
She not only distributed the free laces, but sold many of them besides. As everything 
was neatly displayed and priced, there were many dollars' worth of polish, polishers, rub- 
ber heels, etc., sold at regular prices during the sale. 

Having to walk the full length of the store to get the free laces, the customers had a 
good opportunity to see many of the advertised lines which were tastily displayed and 
ticketed on special bargain tables. Altogether this proved a good live means of booming 
a sale. 

Like all sampling, the call later for those laces more than paid for the samples dis- 
tributed free. 

Another way used by a merchant to assure himself that his dodgers were being read 
was to have the prices altered on ten different articles on only ten of his dodgers. For 
instance, he advertised a $3 hat for $1.98. On one of his dodgers he would have the one 
taken out of the price making the offer of a $3 hat for 98 cents. On another he would 
perhaps offer a^$10 suit for $3.98, while on all the rest it would read $7.98. And so on 
until there were ten dodgers containing each a special bargain. 

In the top corner he explained that there were ten dodgers of the lot printed purposely 
with absurdly low prices, and that those prices were good only to the ones who received 
the dodger containing the offer. To all others the prices would be as quoted on the 
dodgers. 



DODGERS AND HANDBILLS 115 

This caused most persons to carefully read over every item and note the prices. In 
many cases people took the dodgers in and claimed certain bargains that he was making 
to every one alike, and usually before his special sale was over the ten dodgers containing 
the "fixed" prices were brought in and the bargains claimed. 

The hand-bill is of little use for most retailers. It can be used on special occasions 
to call attention to special lines, or to some special advertising. 

A merchant in Michigan uses advertising novelties as premiums and has thousands 
of these little hand-bills struck off in the course of a year. They are distributed at the 
market, at factories, and on the street. Here is the wording of one of them: 



FREE 




A first-class hat brush free to-day with every purchase of a 


$2.00 hat. 


BLANK & BLANK 




32 Blank Street 




N. B. — Our $2.00 hats are the best to be had for miles around. If 


you have never tried our $2.00 hat you had better try one now and get a 


good hat brush free. 





A sixteenth sheet was used and they cost him about 75 cents per thousand in five 
thousand lots. What did it matter if a few hundred were wasted .^^ They were too cheap 
to think twice over. If half, or one-quarter of these were read it was the cheapest kind 
of advertising he could do. 

Advertising of any kind must reach the consumer before it can be of any effect, and 
that is why dodgers and hand-bills often fail to bring results — they never are seen by the 
public's eye. 

In towns and cities where there are large factories, or when there is a large suburban 
traffic on trolley lines, little cards with special offerings printed on them can be distributed 
to advantage. Anywhere where there is a crowd there is a chance to distribute these. 
They can be distributed to people leaving theaters, concerts, etc. If the offering is a 
special one it is sure to have some takers. 

The dodger of McKenney, Setterington Coffee Co. is a fair sample of many of those 
scattered around the streets by thousands. This one accompanied a sample tin of coffee. 
What housewife, upon opening it, for it was folded and wrapped around the tin, but 
would exclaim, "How horrid! If the coffee is as bad as that advertisement I don't want 
to try it." This is worse than a political campaign dodger, and goodness knows they are 
bad enough. It is entirely without dignity or tone, and lessens the value of the sample 
materially. 

When samples are distributed in this way, the campaign is likely to be upon a pretty 
large scale. When an advertising campaign is on a large scale it should be on a good 
scale. Cheap dodgers accompanying samples cannot be considered good. They are 
cheap and — pasty. In this case a neat booklet should have accompanied the sample. 
This would have added to the expense of the advertising materially — but it would have 
added to the subsequent sales. 

Another thing noticed in connection with this distribution of samples was the fact 
that no label was used, the sample of coffee being enclosed in a plain tin box. This was 
another mistake. The sample tin should have been a reproduction in miniature of the 
larger tins. In nine cases out of ten, we will venture to say, the dodger was not read 
through. The name of the brand of coffee occurs in the body type and would be missed 
by many who would merely glance over it. If this dodger had read something like the 
following it would have been more business like : 



116 HOW TO ADVERTISE A RETAIL STORE 



UTOPIA COFFEE 

is rapidly becoming the drink of most Coffee users. Those who have 
tried it once continue to use it. That is the reason we present you with this 

SAMPLE TIN OF UTOPIA COFFEE. 
If you will try it we are sure we will number you among our increasing 
number of friends, etc., etc. 



The dodger put out by the firm refers in no way to the sample, and it should have 
told all about it, what it was, why it was being distributed, and where it could be pur- 
chased. It should also have told how to prepare the coffee to get the best results. 

This campaign appears to be either "on the cheap" or it is being rushed out without 
proper thought and preparation. 



CHAPTER XXIII 

WINDOW ADVERTISING 



HOW many people pass your store in a day? If the average is ten a minute, in 
the eight busiest hours of the day 4,800 people would pass your window. This 
number, 4,800, represents what in newspaper parlance is called 'daily circula- 
tion.' Now, your show window occupies, say, 100 square feet of surface, and in it you 
can display attractively quite a line of goods, changing the display as often as you wish. 
In a daily paper with an actual circulation of 4,800, 100 square inches (not square feet) 
would cost approximately $10 a day, and in this space you can only put cuts of the articles 
for sale, and as a rule the cuts but imperfectly represent those articles. Now your win- 
dow space presents a surface 144 times as great as your $10 newspaper space, has depth 
in addition to surface, and in it can be displayed your wares, true to life as to color, size, 
shape and everything; and furthermore, they are seen at the entrance to your store, 
inside of which a salesman stands ready to give additional information and exercise his 
abilities in making a sale. This window space is yours every day and all day; it presents 
wonderful possibilities as an advertising medium, and it is up to you to get those possi- 
bilities out of it. If newspaper space, properly used, is worth what it costs (and we are 
firmly convinced it is), how important it is that so valuable an advertising medium as 
the show window should not be neglected. 

The above paragraph appeared first in a well-known house organ (store paper) and 
after being copied into a large number of trade and advertising journals traveled across 
the Atlantic and appeared in Britain's largest advertising journal and has come back 
again and been reprinted on this side of the ocean. There is little wonder that this para- 
graph has traveled. The argument in it is so conclusive that it cannot be controverted. 
Every merchant should memorize it so that he could never forget it and the truth it teaches. 

A good advertiser will change his advertisements in the newspapers as often as they 
are issued, and the window advertiser should follow as closely in changing his window 
displays as practicable. There are some windows, small ones, that can be re-arranged 
every day. while there are others that on account of the time it takes to do this must be 
left for several days. Twice a week is not too often for a re-arrangement of the goods 
on display. 



A LIE 



npHERE is an old Spanish proverb 
■'■ which says: "A He has short legs, 
but the Truth walks over the house- 
tops." 

We tell the TRUTH when we say 
we have the finest COFFEE that is 
procurable in the markets of the world, 
composed of choice private grov^'^th 
Javas and fine Aden Mochas. 

zA DELICIOUS DRINK 

It tickles the palate of the connois- 
seur. Once tasted it calls for more. 
Ask for the famous "UTOPIA," sold in 
air-tight one pound cans, and you will 
have the best that MONEY WILL 
BUY. 

ROASTED AND BLENDED BY THE 

McKenney, Setterington Coffee Co. 

DETROIT CHICAGO WINDSOR 

AND SOLD BY : 

LEADING GROCERS, 40 Cents 






118 HOW TO ADVERTISE A RETAIL STORE 

The general effect of the trim need not be changed as often. An elaborate back- 
ground that has cost much time to construct can be made to do duty for a longer period, 
but the goods displayed can be changed often without disturbing it. Many persons pass 
the store windows every day and a glance will show whether new lines are on display or 
not. If they are not, the passers-by do not give the window a second look. 

Sometimes a new arrangement of the same goods will answer as well as an entire 
change of goods. If up-to-date styles are shown there can be no necessity for a change 
of lines, but it is better to make fresh displays by an entirely different arrangement of the 
lines. 

In many cases the merchant weakens his display by neglecting to place price-tickets 
upon the wares. An advertisement in a newspaper may be elegantly worded, it may be 
convincingly set forth, but if the price is left off the result in sales will surely be small. 
It is the same with the window display. Here we find an advertisement that appeals 
more strongly than any newspaper advertisement can. The best points of the articles 
displayed are shown and emphasized. But if price information is lacking, it is an incom- 
plete display. The goods are there to speak for their quality, beauty and utility, but the 
merchant fails to speak for their desirability from the price standpoint. 

It is very desirable in a display of a number of small articles, such as books, ties, hose, 
etc., to group the goods so that one price card will serve for each group. When this is 
done a short motto can be added to the price. But when the display must be varied as 
in a shoe window each article can have its own price-ticket. These should be as small 
as possible so as not to hide any of the graceful lines of the goods on display. 

Pins for attaching cards to all kinds of articles are made as low as 25 cents a hundred, 
and being so cheap should be much more often used than they are. When pins are used 
many different shapes of price-tickets can be utilized. A square, an oblong, an oval or 
round card, a star-shape or some other geometrical design can be used. It should be 
noted, however, that in no trim should more than one style of price card be used. 
Different sizes of the same shape when necessary may be used, but different shapes 
never. 

A very neat price card can be made by cutting a square of "cover paper" of some 
dark shade and pasting over this a smaller square of white, leaving a narrow margin of 
the dark paper showing. 

There is only one exception to what has been written above about price tickets. That 
is in the exclusively high-priced stores. Here customers do not ask the price but pay 
according to what they want. A merchant catering to this class may find it unnecessary 
to use price tickets. But even in the highest priced stores a price ticket may be the 
means of making many sales. 

Many sales are made directly from the window display, and a passer-by is much more 
likely to have impressed upon his mind the desirability of an article if he knows what its 
price is. The duty, in fact, the whole duty, of a window display, is to make sales. Price 
tickets should then be freely used so that that duty can be performed. 

Price tickets can be employed by the most exclusive establishments. No tasteful 
price ticket ever lowered the dignity of any store. It is only the gaudy, crudely-lettered 
card that offends. 

The tickets used on individual articles should be in keeping with the article displayed. 
Small cards on small articles; larger ones on larger pieces of merchandise. It should 
however, never be larger than good taste would dictate. Where unit groups are shown 
the cards may be somewhat larger than on individual articles. 

The motto card is a very useful means of drawing and retaining attention. The 
number used should vary with the size of the window. For the ordinary window one or 
two good cards are likely to prove more valuable than a half dozen poor ones. Too 
many cards detract attention from the goods on display and at the same time take up too 
much room. 

Experience has proven the value of these window cards as an adjunct to good news- 
paper advertising. If the merchant advertises a certain article in the papers he should 



120 HOW TO ADVERTISE A RETAIL STORE 

see that that article is prominently displayed in his windows. A couple of catchy window 
cards should also be used as a clincher for the newspaper advertisements. 

The window card should be made as attractive as possible. It should be attractive 
for its neatness and good taste in color and wording, and not by its gaudy colors and far- 
fetched ideas. A plain white card neatly lettered in black and having a plain rule around 
the whole is perhaps the most attractive of all. Colors may be used to some extent as 
also pictures of objects and things, but these should be used very sparingly. 

When there are no "sign-writers" in a store it is profitable to procure a few sets of 
"Rubber Sign Markers." With these rubber stamps, neat and legible cards can be 
made. Some of them the writer has seen that would put many a "sign writer" to shame. 
Legibility is often effaced by the curly-cues embellishing the very best efforts of high- 
priced sign writers' work. 

Letter patterns can be bought for from 25 to 50 cents a set and with the outline drawn 
in pencil it is an easy matter to fill in with color. Care only must be used in getting the 
letters in alignment, the rest is easy. 

The window card is a small thing in itself, but as a reminder in its influence on atten- 
tion and interest no one can tell in advance what train of thought it might put in motion; 
but it is safe to infer that nine times out of ten it will lead to the purchase of the goods. 
The card is suggestive and is always sure of having people who read it think about it, 
and of the inducement it holds out to them to buy. The good work it does may not 
always be seen, but rest assured that window cards are good advertisements. 

A very neat and attractive window card is made by the use of what is called an air 
brush. These are produced very reasonably by firms making a specialty of such things. 
But a very good imitation of these can be produced by any one right in the store. They 
are what are known as spatter work cards. 

For their construction, apart from the cardboard, nothing is required except a good 
stiff brush and a fairly fine sieve. Any kind or color of ink can be employed. The sieve 
can be constructed out of wire window netting. The method of making these spatter 
work cards is as follows: 

Draw a design on a piece of thick wrapping paper and cut it out with a sharp knife. 
This design may be a scroll or other figure. This design can be used as a stencil and in 
that case the design will be white while the rest of the card will be shaded by the spatter 
work. The sheet from which the design was cut may also be used as a stencil and in that 
case the design will be in spatter work and the card white. In either case the stencil 
should be laid smoothly on the cardboard and held there by a few pins being driven 
through both stencil and cardboard into the table upon which the work is being done. 
This is necessary if the design is to be neatly executed and the edges sharply defined, 
for the slightest movement of the stencil will show in the finished work. 

Dip the brush (a stiff tooth brush brings out the best results) into the ink. Shake out 
the excess of ink. Hold the sieve about two inches above the design and sharply move 
the brush backward and forward across the screen, forcing the ink through and spatter- 
ing it upon the work. 

Where the finished card is to be white it must be masked with the stencil. All unpro- 
tected portions of the card will receive the ink spattering. 

With a little practice any one can produce light or heavy (dark) effects by grading the 
amount of ink spattered on the card. The best eft'ects are secured in dark spattering by 
spreading the ink lightly, allowing it to dry, and then repeating the process. By doing 
this there is no danger of the ink spreading or running together and forming ragged 
looking work. 

Many beautiful effects can be obtained by the use of shading in these cards. By 
having the shading heavy in the center and gradually running lighter as it reaches the 
corners and edges it gives a very pretty effect. 

Where three or four words are used on the cards the letters may be cut out and pinned 
on the card, and the background sprayed. After allowing the ink to dry, when you 
remove these paper letters you will find that the words will appear in white against the 



WINDOW ADVERTISING 



121 



dark ground. When this is done, it is well to have the shading heavy in the center of the 
card immediately surrounding the letters, allowing the background to become lighter 
toward the edges of the card. Another pleasing effect may be obtained by coloring 
these blank letters with bright-hued inks. 

Illustrations cut from the trade journals or other magazines can often be used by being 
cut out and pasted upon these cards. 

These spatter work cards can be further embellished by using a pen and ruler. Two 
or three parallel lines drawn around one of these cards as a border helps the lettering on 
the card to stand out and is very attractive. Good black ink should be used for this. 

A yellow slip in imitation of a telegram or a telegraph blank itself, upon which a few 
words are written, may be pasted on the glass of the window and will have many readers 
in the course of a day. 

A merchant in Chicago attributes his success, and he does a large business, to com- 
mon manila wrapping paper and a carpenter's blue pencil. With these two at hand he 
made window cards that attracted attention. Of course had he not the brains behind 
these the cards would never have been heard of. But he has a peculiar faculty of saying 
things in such an attractive manner that the people had to stop and see them. 

Any means in good taste that can be used to draw attention to the window is a help 
toward showing the goods. Then if they appeal to the sightseer the sale is effected. 

We have not touched upon the value of mechanical displays, curio exhibits, and such 
features of display, because they belong more properly to a treatise on window dressing. 
That they have great advertising value cannot be doubted when one sees a crowd around 
such displays at all times. 

At the end of this chapter may be found a large number of phrases suitable for 
window cards. Advertisers should go over them carefully, checking those that may 
be of future use. By doing so much time will be saved each time a suitable motto or 
phrase is wanted. Only those checked need be looked over as those not checked have 
already been rejected. 

A FEW THINGS WORTH KNOWING 



Harmonizing Colors 



Blue and white. 

Blue and gold. 

Blue and orange. 

Blue and salmon. 

Blue and maize. 

Blue and brown. 

Blue and black. 

Blue, scarlet and lilac. 

Blue, orange and black. 

Blue, brown, crimson and gold. 

Blue, orange, black and white. 

Red and gold. 

Red, gold and black. 

Scarlet and purple. 



Scarlet, black and white. 

Crimson and orange. 

Yellow and purple. 

Green and gold. 

Green, crimson, turquoise and gold. 

Green, orange and red. 

Purple and gold. 

Purple, scarlet and gold. 

Lilac and gold. 

Lilac, scarlet and white or black. 

Lilac, gold, scarlet and white. 

Lilac and black. 

Pink and black. 

Black, with white or yellow, and crimson. 



Black Ink for Rubber Stamp Pads 

Aniline Black 4 oz. 

Pure Alcohol 7^ oz. 

Glycerine 7^ oz. 

Dissolve the aniline in the alcohol and when dissolved add the glycerine and shake well. 

Vignetted Background for Window Cards 



Some show card makers produce handsome cards by putting a soft, vignetted back- 
ground behind the lettering in some contrasting color. This background is irregular in 



122 HOW TO ADVERTISE A RETAIL STORE 

form — sort of "cloud-like," the color being heaviest in the central part and gradually 
diminishing in intensity to the edges, which fade almost imperceptibly away. This work 
may be done by any one, and is a simple way of making an effective card with little work. 
To do it the card maker takes his sheet of card — white, preferably— lays it flat, and places 
upon it, where the center of the background is to be, a small quantity of "dry color" — 
red, blue, green, or yellow. Then he takes a small wad of cotton covered with chamois 
skin, about the size of a walnut, and rubs the color into the card, working away from the 
center with a circular motion, going over it gradually and smoothly, until he has the 
background shaded off to suit him. The lettering will be best made in black over either 
of the colors named, and no shading is required. 

Imitation Screw Heads 

A novel effect can be easily obtained on show cards and price tickets by placing three 
or four paper imitation screw heads on the letters. 

These paper screw heads can be quickly made by cutting out round pieces of white 
paper on which is printed a fairly heavy black line; the six-point border of an advertise- 
ment makes good ones. A belt punch makes a good tool to cut the paper with, and can 
be bought at any hardware store for fifteen or twenty cents. The printed line, of course, 
should be across the center of the part cut out. A thin card held under the paper will 
help in cutting. 

After cutting, touch each screw head with the point of a mucilage brush and attach to 
the painted letters on show card. A pin or needle will be a great help in placing them 
in the proper position, as they are so small it is diflicult to handle them with the fingers. 
The screw heads should be used only on heavy letters and figures and should not cover 
the entire width of the line of the letter. 

This makes a very neat effect, as the letters appear to be fastened to the card with 
screws. 

Another way to use these screw heads is to paste a light colored card containing the 
price or principal line, to a dark show card, and place screw heads at each of the four 
corners. Corners and border may be attached to the show card in the same manner. 

Be careful not to use too many screw heads, as that spoils the effect; they should be 
placed only where it would be necessary to use real screws if the letters were cut out and 
fastened to the show card. 

A Good Black Paint 

To obtain a good black paint, buy a fifteen-cent package of lampblack and a small can 
of Le Page's Liquid Glue. Pour the contents of the package in an old bucket, turn in as 
much hot water as needed to make a thin solution, stir thoroughly; next empty in your 
glue, about five minutes is needed to dissolve the glue. After this has been thoroughly 
dissolved, strain through a piece of cheese-cloth and bottle up. And thus, you have at 
a small cost, a bucketful of paint ready for use. 

For colors, use what is termed Dry Colors. They can be obtained at any paint store. 
With an assortment of Flake White, Chrome Yellow, Ultramarine Blue, Vermilion, and 
lampblack, as already described, you can write almost any kind of plain or fancy cards 
or signs. 

Silver and Glass Cleaner 

Precipitated Chalk 6 ounces. 

Wood Alcohol 8 ounces. 

Ammonia Water 3 pints. 

Mix together and shake well. 
Directions:^ — Shake the bottle and moisten a clean woolen cloth with the liquid. Ap- 
ply to the silver or glass to be cleaned and finish off with a dry chamois or woolen cloth. 



WINDOW ADVERTISING 



123 



Signs on Glass 

A bar of common soap will furnish material from which a pencil can be made for 
marking on mirrors. It is often desirable to have a card of this nature appear for a few 
days, to be rubbed off later, or perhaps have the wording changed. 

Soap does not make as durable a material for marking on windows as it leaves rather 
too faint a line to be noticed easily. Silver whiting, mixed with water, makes a good 
material for this purpose, but it must be put on with a brush. The sign may be marked 
off with soap on the outside and then traced on the inside of the glass with the whiting. 
Colored dyes can be used to give the mixture any desired shade. 

Raised Figure Work on Window Cards 

A unique window card can be made with a little ingenuity on the part of the worker. 
Scrolls, figures, etc., can be made in raised work on the cards by using the point of a sharp 
penknife. The cutting must be done at an angle so that the surface of the card is raised 
up around one side of the cut, making the figure. 

Representations of articles for sale, such as hats, shoes, fruits, etc., can be made by 
outlining as above and then with a brush filling in the color. 

Flags, shields, etc., can be made to stand out in the same manner. 



SOME GOOD WINDOW CARDS 



After these are gone, no more; it's just chang- 
ing money. 

A full stock makes this store attractive. 

A last chance at a good thing. 

A limited number, but an unlimited value. 

All our goods are choice. 

All yours at your prices. 

An appeal to your taste. 

Antique finish, but modern prices. 

A satisfactory article. 

A shoe of quality. 

As it comes to us, so it goes to you — at a bar- 
gain. 

A value that wears. 

Beautiful and different. 

Because they fit well, they wear well. 

Best butter in the market. 

Best offer ever made. 

Better than ever before. 

Better to buy now. 

Big bargains in bristle goods. 

Buy here and save money. 

Buying here is so easy. 

Buy to-day and come again. 

Can you resist these? 
Chic and cheap. 

Choose wisely by choosing here. 
Come in and ask. 

Come in and look around, that is what the 
store is for. 

Come in anyway. 
Cool things for hot days. 
Correct shapes and colors. 
Correct things for just now. 
Costs a dollar and worth it. 
Costs you nothing to come in. 

Dandy shoes for little girls. 
Dollars will do much here. 



Don't miss getting your share. 
Don't pass us by; give us a try. 
Don't wait too long. 
Don't wait until the best are gone. 

Eager buyers' opportunity. 
Easy shoes for uneasy feet. 
Economical because it's double strength. 
Elegant designs in carpets. 
Ever see the equal for nineteen cents .'^ 
Every article here is a bargain. 
Every article here is strictly high grade. 
Every day here is "bargain day." 
Every dependable and desirable kind of 
merchandise. 

Every line perfect — every style right. 
Everything that's new. 
Exclusive and meritorious. 
Extraordinary values. 
Extra quality, leather lined. 
Eye satisfaction — foot comfort. 

Fall finery. 

Fall goods now ready for your inspection. 

Family shoe store — where honest values are 
offered. 

Fancy goods at plain prices. 

Fit for any foot. 

Fit well, feel well, wear well. 

For fancy hosiery there's only one place to 
come — here, of course. 

For the busy man an accurate watch is a 
necessity, not a luxury. 

Fragrant as the flowers. 

Fresh to-day. 

Gems of the season. 

Give us a chance to please you. 

Glad to have you come and look. 

Good clear through. 

Good things for cooler days. 

Good values — best styles — popular prices. 



124 



HOW TO ADVERTISE A RETAIL STORE 



Hardware that will withstand the hardest wear. 

Haven't you a place for this ? 

Helps to economy. 

Here are things we know you will like. 

Here's a new idea. 

Here's a quality you'll be proud of. 

Here's how we save you money. 

Here's your opportunity. 

Hints for happiness. 

Hot weather comfort. 

Hot weather suggestions. 

How can you pass it? 

How can you resist? 

How's this for a penny? 

If it's here it's worthy — if it's worthy it's here. 
If it's worth having we have it. 
If you come once we keep you. 
If you want to save try these. 
It will please you. 
If it's worth having we have it. 
Inspection invited — comparison challenged. 
Isn't it time to give thought to your winter 
shoes. 

Isn't your favorite here? 

It pays us if it pays you. 

It pleases us to say we are here to please. 

It takes nerve to sell at these prices. 



Others may be cheaper — none can be better. 

Our best customers like these. 

Our best is the best. 

Our prices talk all languages. 

Out of the best we chose these. 

Out of the ordinary offerings. 

Pace-makers in style. 

Patterns that please. 

Perfect in all points. 

Perfect in style, comfort and fit. 

Plenty of style, service and fit. 

Prices are at lowest ebb. 

Prices go to pieces, but quality remains firm. 

Prices that help you. 

Prices that make it an object. 

Profits pared from all prices. 

Pure, sure, sells, satisfies. 

Quaint and cute. 

Quality the highest! Prices the lowest. 

Quick or they'll be gone. 

Rare because of style — exceptional because of 
price. 

Rare values if you want them. 

Read the price tags. 

Ready made, but custom goodness. 



Just a few of the many. 
Just a few real bargains. 
Just here — here only. 

Knives that cut at cut prices. 

Latest styles just received. 

Least price — best goods. 

Look at them anyway. 

Look everywhere — these are the best anj'Tvhere 

Made on honor — sold on merit. 

Made to sell at ten cents — five here. 

Make yourself at home here. 

Meant to save and sure to please. 

Mercury up — prices down. 

Money back for faulty fit or broken promises. 

Mouthfuls of deliciousness. 

Neat in style, elegant in workmanship. 

Newest wrinkles. 

New ideas at new prices. 

No headaches in these hats. 

No long waits here. 

None better — how could there be. 

No shoddy in heel, sole, leather or lining. 

Not bargain clothes — bargain prices. 

Note the quality. 

Noteworthy novelties. 

Nothing nicer, nothing newer, at next to 
nothing prices. 

Not the "everywhere" kind. 

Now is the best time to buy. 

Now you get the pick — later you get the 
remnants. 

One for you, and you'll like it. 
One pair makes you a friend. 
Others like them, so will you. 



Same snap and style as high priced clothes. 
School shoes — high school in quality, down to 
kindergarten in prices. 
See if it isn't here. 
See the variety. 

Sensible summer suitings superbly tailored. 
Serviceable and seasonable. 
Shapes that satisfy. 
Simply a perfect shoe. 
Size them up. 

Sleet- proof — snow-proof — rain-proof coats . 
Some garments are guesses — these are results. 
Some new propositions for you this week. 
Spring goods "blossom" this week. 
Strong shoes for sturdy boys. 
Surprise you — only — c. yard. 

Tailored correctly and fit perfectly. 
Take it and leave a dime. 
Take one with you — fifty cents. 
Take your pick while the picking is good. 
The last of the lot. 
The latest creation. 

There is more in these suits than material and 
stitches. 

These show their worth. 

The standard of perfection. 

The tip-top of style for half a dollar. 

They'll come handy. 

Things worth owning. 

Things you want. 

Thin things for torrid times. 

This is what you want. 

This winsome ware reflects refined taste. 

This year's novelties. 

Ties which please correct dressers. 

Truly remarkable values. 

Up to our standard — down to your price. 



OUTDOOR ADVERTISING 125 

\ alues that are revelations. We want your approval. 

We want you to take a look. 

We are ready for fall. Are you ? Where can you do better ? 

We're ready to serve you. Why not buy now. 

We're waiting to wait on you. Worth counts here. 
We bought these for you. 

We do this for you. You ought to like these. 

We excel as well as undersell. Your chance to get the best. 

We fit the hard to fit. Your fall suit is here. 

We have all the novelties — without the fancy Yours for a half, 

prices. Yours if you want it. 

We've pleased many — come in. You'll be well dressed if we furnish the 

Well worth your while. clothes. 



CHAPTER XXIV 

OUTDOOR ADVERTISING 



THERE is more value in outdoor advertising than most merchants think. A fence 
sign may seem to be only an insignificant thing, but it may convince some farmer, 
as he is on his way to town, that he ought to try the advertiser's wares. The sen- 
timent, briefly expressed in three of four words, may just clinch some argument that he 
has read in his paper about the store and the goods. It may even prove a reminder to 
him of some article that he would have forgotten, and the advertiser gets all the benefit. 

Outdoor advertising consists of signs, posters, wagons, street cars, and any other 
means of advertising not represented by newspaper advertising, and its various branches 
of printed literature. Direct sales may often result from the use of outdoor advertising, 
but as a general rule outdoor advertising of no matter what nature is usually more gen- 
eral than direct. Outdoor mediums are reminders to the public that the store exists. 
In proportion to the number of times the people are reminded of the existence of some 
particular store, and the impression these reminders make on these people will be the 
measure of the success of the store. 

Under the head of signs may be classed those painted directly on fences, barns, sheds, 
and other places, and signboards erected in permanent locations, mile posts and signs on 
store fronts. 

Fence signs as we used to know them in the old days of "Rising Sun Stove Polish," 
"B. B. B.," and "St. Jacob's Oil" are fast disappearing. The old board fence is rapidly 
giving place to wire and posts. Fence signs in the old days were broadsides, covering 
sometimes thirty or forty feet in length, and but five or six inches in height. Now the 
fence sign is made of metal or light wood, and nailed to the posts. They are not over 
large, but are usually much more attractive than the old ones from an artistic point of 
view. 

Signs painted on barns, sheds, and other buildings are generally too costly for the 
local retailer to use in large numbers. He usually has to pay not only for painting such 
signs, but for painting the rest of the building as well. When good locations can be 
secured they can be used in moderation. The best location in a city is high up on the 
exposed wall of some prominent building, situated where many people pass daily who 
may read it. In the country, a cross-road, where a barn or building is so situated that a 
sign on it may be read from the several roads, is ideal. 

There is one thing to be borne in mind by the retailer contemplating the use of these 
broadsides, and that is that a good quality of paint is much cheaper and more lasting than 
the poorer and less costly materials. The first cost should be made the whole cost for 
many years to come by the use of the best materials obtainable. 



126 HOW TO ADVERTISE A RETAIL STORE 

There are a number of firms manufacturing signs, large and small, out of solid wood, 
and light metal that can be fastened upon barns or buildings, as well as on fence posts or 
posts erected expressly for them. These signs are very often much less expensive than 
those produced by local sign painters, so they should not be overlooked in preparing 
estimates of costs. 

Whenever possible, the signs should be put up, so that they can be read from either 
side of the road, and from either approach. When this cannot be done, they should so 
face that the people going into the city will see and be compelled to read them. Signs 
are of little value when read by people who have completed their purchasing, and are on 
their way home. Another good reason for so placing them is that in going to the city 
the farmer usually travels in daylight, while in returning home it is often after sunset 
when signs cannot be read at all. 

Some very good character signs are produced in iron and tin. These are made so 
that they can be fastened on buildings or on posts. Animals are often represented, the 
elephant being a favorite. A man or a woman in traveling costume carrying a huge 
valise is often seen in the fields of the farmers. They move not. They have hearts of 
iron and wood, but they inspire thought in the minds of the ruralite. The thought is 
usually of the advertiser. 

Others represent the human being in many postures, and reveals them in many 
familiar occupations. One seen all over the country to-day is a boy climbing up the side 
of a building, advertising a "lye." 

A sign recently seen represented a street car filled with passengers. The imitation 
was very realistic, being done on woods in oils. The colors used were natural, and the 
sight was attractive enough to stop many a rig for several minutes at a time, so that the 
occupants could get an undisturbed view of the "trolley off the track," as it was soon 
named by some wag. That sign paid for itself many times over in the publicity gained 
for the store that put it out. 

The wind is the only element that is likely to play havoc with these signs, but if prop- 
erly put out by a mechanic that knows his business they can be maintained for years at 
practically no expense after the first cost. 

Mile posts are another source of publicity. These little boards, when properly placed 
are appreciated by the men and women who have to travel along that road. These can 
now be had from regular stock in some of the sign factories. Pictorial ones are the latest. 

It is, of course, useless to go to the expense of putting out mile posts where there are 
others already located. They should always be located accurately. A bicycle and a 
cyclometer will give all the measurements required. These mile posts should be looked 
after every year, the spring being the proper time, and repaired, those past repair being 
replaced by others. 

The wording on signs must be brief. Large letters and few words should be the 
watchword. An apt phrase well turned is good, but a variety of such phrases is better. 
The same phrase reiterated on each sign may get on some people's nerves. 

Another kind of sign that has appeared recently in some of our larger cities in large 
numbers is the electric sign. These are manufactured by firms devoting a considerable 
portion of their establishments to them. That this means of publicity is good cannot be 
gainsaid, but the expense of operating them can only be borne by the larger stores. A 
consultation of the advertising pages of any good advertising magazine will acquaint any 
merchant desirous of further light on this style of advertising with their possibilities and 
the probable cost of the signs and their maintenance. 

Billboard advertising is another class of publicity of which the retailer must be wary. 
The appropriation of the retailer using billboards must be large enough to cover cost of 
colored lithographs. Plain reading matter may be good, but a picture in color is better. 
It will catch the eye much more quickly, and when caught retain the attention longer. 
Stock lithographs can be purchased at very reasonable prices to-day, so that even the 
smallest advertisers may use them to some extent. 

"Brevity is the soul of wit," but it is the body and soul of billboard or poster adver- 



ADVERTISING AT COUNTRY FAIRS 127 

tising. A few words must be made to tell the whole story, and those words should be 
the smallest possible that will express the desired meaning. The story told, if incom- 
plete, is of little value. It must be plain, and easily comprehended, and not hidden or 
only half expressed. 

Striking colors are necessary to successful billboard advertising, although a strong 
sketchy black and white poster is very effective. When it is surrounded by glaring 
colors the contrast causes it to stand out better than colors in the same position would. 
It is the contrast that counts in that case. 

The retailer using posters should have them put out by the regular billposter. It is 
useless to try billboard advertising if there are no regularly attended billboards to put 
them on. A few stuck up on alley fences, and in some inconspicuous place, is of little 
value. Prominence is the whole thing, and position is absolutely necessary. 

More delivery wagons are being used each year in all classes of business. The grocer 
formerly had a monopoly of the delivery business, but latterly every branch of the retail 
business has become represented. The reason for this is not because people object to 
carry parcels, but that they have too many parcels to carry. They purchase more freely, 
and when their purchases are collected it becomes a burden to them to carry them home. 
The costumes of women now require both hands to manage. The natural remedy is the 
delivery system. This in itself is advertising or has advertising value. 

There should be some advertising on every delivery wagon. The firm name alone is 
not sufficient to constitute advertising. Some phrase, describing the goods sold or the 
policy of the store, should be used. 

Street car advertising has in the past few years been so generously spread through the 
country by the rapid development of the electric lines that it has come to be considered 
one of the standard means for gaining publicity. The retailer, however, is almost barred 
from this means of publicity by the excessive cost of the service. The larger retailer 
can afford to use street cars for advertising purposes, but the smaller firms must be content 
to profit by the advertising done in this way, for him, by the general advertiser. 

Street-car advertising is still so young, comparatively, that a great many of its real 
opportunities have been overlooked through seeming lack of study. It is hard to tell 
just what does constitute a good street car advertisement. A sentence in plain type on 
white cards is easily read and the sentence if meritorious may be remembered. But 
alongside of it appears a card bearing a very catchy design in colors and this perhaps 
attracts more attention. The message on that card may be read and remembered or the 
design alone may remain fixed in the mind. In either case the advertising is accomplished, 
provided the design or the sentence reminds the reader of the article advertised. 

The retailer with a limited appropriation may safely allow most forms of outdoor 
advertising to take care of themselves. If he uses up his appropriation judiciously in the 
newspapers and its supplementary aids he is likely to get better results than by spreading 
it on dead walls and billboards or by placing it in street cars. 



CHAPTER XXV 

ADVERTISING AT COUNTRY FAIRS 

SOME merchants are of the opinion that the country fair is more of a drain on their 
finances than a benefit. Unless proper methods of advertising are used this is 
more than likely to be the case. They will have a chance to contribute toward 
its success in the shape of money and merchandise donations, for a country fair is no 
fair at all without prizes. As a usual rule they are not great financial successes and the 
management have to depend almost entirely upon the assistance given by the merchants 



128 HOW TO ADVERTISE A RETAIL STORE 

in the shape of prizes. In some Hnes of business the prize itself may be made to yield a 
certain amount of advertising for the store. The grocer may donate ten pounds of some 
special blend of tea that he has put up under his own special name. This ten pounds of 
tea may be divided into two or three prizes, and being mentioned under separate heads 
is good advertising of the tea, especially so when the name of the donor is printed in the 
prize list. 

Other trades may take advantage of this by always donating a special article only to 
be obtained at their stores. Not only at country fairs but at picnics and excursions this 
special brand should be exploited. By always making a donation of the same brand or 
article the merchant obtains more publicity for his store than by giving something different 
every time he makes a donation. 

But this is a minor part of the advertising to be obtained through the medium of the 
country fair. The exhibit of his wares should be the chief means of advertising his store. 
In this exhibit lies the failure of many merchants to realize benefits commensurate with 
the amount of time and money expended. The majority, the vast majority, of those 
who attend the country fair for the purpose of seeing everything there is to see are farmers. 
This being a settled fact a general exhibit of the merchant's wares is of little value. But 
let him exhibit goods used by farmers and he will notice a difference in the amount of 
attention his exhibit obtains. 

The shoe merchant may place a glass case of fine footwear on exhibition. The case 
may contain the finest specimens he can obtain, but it attracts but little attention. Let 
him exhibit plow shoes, rubber footwear, and the sturdier shoes for women, and by the 
aid of a few appropriate signs his exhibit will become the center of attraction. 

Tinsel and cheese cloth may make an artistic booth, but a good common sense use of 
his space would prove more beneficial to the exhibitor. The space may be fitted up as 
a sort of resting place where weary sightseers may seat themselves and cool their ardor. 
Cold water may be served by an attendant, who should always be on hand to distribute 
literature advertising the goods the firm sells. A salesman from the store could be util- 
ized here. The salesman who has the widest acquaintance among the farmers should 
be chosen, no matter what other salesmen's qualifications may be. He is the one to 
obtain the friendship of those he knows and of those whom he becomes acquainted with 
by little acts of consideration and kindness displayed at his booth. 

The firm who wishes to go more extensively into this feature of advertising can hire 
a professional magician, or a comic song and dance artist for the purpose of drawing 
attention toward his exhibit. When this is done a good talker should be placed in charge 
of the exhibit, one who understands the wares being shown and one who can explain 
the superior points of them over others of similar makers. 

Even a phonograph can be made to serve as an attraction. An instrument of good 
clear tone may be rented and a large variety of songs, comic and serious, as well as mono- 
logue sketches and instrumental selections can be rendered during the time the fair is 
most crowded by sightseers. 

A large register could be used for the purpose of obtaining a good mailing list. A 
souvenir may be promised all who would register their names and addresses, or it may 
be distributed then and there. Accompanying the souvenir should be a carefully selected 
lot of literature. 

Even a guessing contest of some kind could be instituted to create enthusiasm among 
the visitors to the exhibit. No matter what the means used, so long as it has some unique 
or original feature it is bound to prove a success. 

The fair grounds are usually some distance from the business portion of the towns 
and cities where they are held. A telephone could be placed there for the convenience 
of the public. A place can be provided where parcels may be checked free of charge; 
this would prove a boon to many. A bulletin board might be displayed bearing the latest 
news of the day and especially any news of the fair. This would also be greatly appre- 
ciated. 

The merchant who desires to make the most of country fair advertising should visit 



OPENING A NEW STORE 129 

the fair regularly himself. By keeping his eyes open he will see many little schemes that 
could be utilized to advantage. 

A little scheme used by one merchant was to have a number of red, white and blue 
cards printed similar to the cards used by the judges for marking prize winning exhibits. 
One of these would have printed in large type "First Prize," the others "Second 
Prize," and "Third Prize" respectively. Below these legends, in smaller type, the store 
being advertised was said to have received the prize for variety of goods on display. 
The verdict, it was said, was given by the people. These cards were hung upon bug- 
gies, wagons, live stock, and in fact sometimes on individuals of the human species. 

There was considerable fun made out of the affair and the store came in for a good 
share of advertising. 

Picture cards, puzzle cards, novelties of all kinds, samples, etc., can all be profitably 
utilized at times by judicious distribution at the country fair. 

The merchants situated in the towns and cities in which these fairs are held has addi- 
tional chances for obtaining benefits from the country fair. Their stores can be made 
the center of attraction by a number of different methods. 

Very often, too, there is a parade throughout the town in which the merchants display 
their wares by means of floats. These parades should never be thought merely a source 
of annoyance and expense, as they very often are. This parade is as necessary to the 
success of the fair, in some localities, as the circus parade is to the circus. Time and 
money can very well be spent to advantage in this way. A novel idea brings forth more 
free and spontaneous newspaper publicity than anything else. 

The country fair brings about a season of gayety that the merchants should imitate. 
A smile and a hand-shake should be forthcoming at all times. Friendliness is often one 
of the most potent advertising agents. 

At a recent Pennsylvania country fair a novel mode of advertising was employed by 
a number of business houses. "Bomb-shells," made of tough papier mache, were filled 
with advertising matter and then fired high in the air from a mortar. At the height of 
several hundred feet the shells exploded, scattering the enclosed circulars, cards, etc., 
"to the four winds." The concerns interested offered certain prizes, reductions, and 
other inducements for the recovery and presentation of the circulars. In some cases 
there were perhaps ten prize slips in a hundred; in others, all the slips were redeemable. 
The ascent of the bombs was watched by eager multitudes, and there was much scram- 
bling for the falling literature. 

Window displays should play an important part in the advertising during fair week. 
Every means at hand should be used to make them attractive. They should be bril- 
liantly Hghted up at night. Frequent changes during the week might prove advantageous 
also. 



CHAPTER XXVI 

OPENING A NEW STORE 



PERHAPS the most difficult problem in advertising is that which confronts the 
new man advertising a new store in a new location. The problem is diflScult, 
not because the advertising of "openings" is difficult, but because he has a new 
constituency to cater to and he may not be just sure what keynote to strike. He might 
enter upon a forcible campaign emphasizing prices when he should have held up values 
most emphatically. He might dilate upon his improved facilities for procuring the newest 
and latest styles and fashions when he should have emphasized prices. 

As a usual thing a merchant opening up a new store in a new town has his hands full 
attending to fitting up the store, receiving new goods, etc., but he should not neglect every 



130 HOW TO ADVERTISE A RETAIL STORE 

opportunity to become better acquainted with the usual trend of the advertising done by 
his competitors to be. He should watch their advertisements closely so as to see just 
what policy each store seems to be pursuing. Should the majority be harping on low 
prices he may make sure that the people are being attracted by just that kind of adver- 
tising. But on that account alone he should not blindly follow in their footsteps. It 
might be better policy to start out as a "quality store." Still an examination covering 
several months of the advertising done in a town or city will show the general tendency 
of the people's desires. From this knowledge, to which he may add from personal inter- 
views with other business and professional men, he must settle upon a store policy. It 
would be folly for him to make up his mind that he was going to run his store along cer- 
tain lines before finding out the practicability of such a policy in that place. Even his 
purchases should be governed to a large extent upon the policy, even though he decide 
to carry a large range of merchandise covering all classes, low, medium and high grade. 
Some weeks before his opening he should set out to obtain a good mailing list con- 
sisting of heads of families. A good directory will usually supply this. To those on this 
list it would be policy to send a printed invitation to visit his store on opening day. This 
invitation should be printed on a good quality of bond paper and be printed on one page 
of a folded note size, similar in all respects to a wedding invitation. It might read as 
follows : 

ROBERT JONES & COMPANY 

request the pleasure of your presence at the 

formal opening of their 

New Store 

Nineteen Broad Street 

Thursday 

March Twenty-first, 

Nineteen hundred and seven. 

Clothing. Shoes. Furnishings. 

These should be mailed about a week previous to the opening day. 

Three days before the opening a small advertisement should be inserted in the news- 
papers stating that the store would be opened on a certain date and that on Wednesday 
(the day before the opening) a complete announcement would be published. 

This announcement should be complete in every respect. It should give the store 
policy in no uncertain note. If it is intended to sell goods at very close margins so that 
the store would be known as a cheap store this fact should be set forth. If it is to be a 
quality store that point should be forcibly stated. If it is to be a combination of the 
two that should be emphasized. 

This opening announcement should be of considerable size. A page is none too 
large a space to use in the lesser towns or even in the larger cities where space runs into 
money quickly. This announcement should give all the particulars that is necessary to 
give the public an idea of what the store is going to be and of what it is going to do. 

We reproduce the opening announcement of the Espenhain Dry Goods Co., Mil- 
waukee, which is a splendid example of what such an advertisement should be. It is 
not necessary to quote prices — that should be left for the advertisement to appear on the 
day following the opening. The things to be featured should be more in the nature of 
the entertainment to be given at the opening than specific items, prices or values. The 
Espenhain advertisement sets forth the important items in a pleasing manner. The 
illustrations are attractive, the headlines announce the purpose of the advertisement, 
and the introductory lines interest one enough so that he is apt to read further. The 
panels on either side announcing that souvenirs will be given and that good musicians 
will be present stand out from the rest of the advertisement on account of the judicious 
use of white space. The invitation in the center is intelligently worded. The "Luxu- 



OPENING A NEW STORE 



131 



rious Rest Room" and the "Dainty Room of France," are features that would be quite 
apt to persuade any woman to make a visit to the store, knowing that she would have a 
comfortable place to rest and something interesting to observe while she was resting. 

It will be seen from this example that the opening announcement should differ mate- 
rially from the regular advertising of the store. It should be somewhat more formal, 
somewhat more chaste and altogether overlook the question of profits. 

The Keith-O'Brien Co., Salt Lake City, announcement is even much more formal 
than that of the Espenhain Dry Goods Co. It is decorative in design and gives one an 
impression that a store making such a characteristic announcement must be a good store 
to trade at. 

The interior of the store should be made as attractive as possible. There should be 
as many flowering plants, palms, cut flowers and set pieces as there is room for. No 
legitimate expense should be spared to make the visit of the public one to be remem- 




Doors of the New Store 
Swing Open 



ILWAUKEE and the Great Northwest are cordially and earnestly in- 
vited to attend the opening program at our magnificent new establish- 
ment tomorrow The new store, as turned over to us by the contractors, is 
a model retail emporium, equal in every respect to the finest in the land. 

An Array of New Features Worthy of Aladdin's Lamp 

ryiT WOULD seem that nothing less than the power of the genu could produce this wonderful array of the 
Ifffl new and the beaiTtiful. There's a wealth of luxurious comfort-giving appliances in every nook and corner 
oTthis great' building. All the leading department stores of the east and middle west contributed their share of 
new ideas, new methods, and improved service plans. No hne of inv^estigation was overlooked Everythmg that 
could be found, or that money could buy, was procured for this great new Milwaukee retail center. 





132 



HOW TO ADVERTISE A RETAIL STORE 



bered and talked about. Attractive goods should be on display everywhere. These 
should be representations of the stocks to be handled by the store. 

Music should be provided and an attractive programme rendered. Ices may be 
served or not, as is decided. As a usual thing it is not advisable to cater to the inner man 
except there is a restaurant or bakery or some such department as a part of the store. 

Souvenirs should be freely handed to the visitors. It is desirable that there should 
be four different classes of souvenirs for a store catering to the four classes — men, women, 
boys and girls. The souvenirs suitable for giving to women would be of practically little 
use for men and would not be appreciated. The boys and girls should not be overlooked 



1t^ 



Z 




«Br 



X 



Z 



^ 



OPENING A NEW STORE 



133 



if children's goods are to be handled. As a usual thing the opening is intended to impress 
the parents. The store should begin at once to make friends of the little folks. They 
have lots of power when it comes to purchases for their own wear and use. 

The windows, which of course have been covered up since the taking of the store 
with an announcement of the kind of store it was to be and giving the name of the new 
store, should be handsomely trimmed. As in the interior so in the window no expense 
should be spared to make them attractive. The wares to be sold should be carefully 
displayed so as to show up their best and most pleasing points. 

Besides the souvenirs to be given away to the visitors small booklets should be handed 
out. These booklets should not attempt to catalogue and list price the stock. They should 
be more in the nature of a simple request for patronage, telling how the store hoped to 
deserve it by untiring energy in obtaining the newest modes and styles and how careful 

WatchtheCat Watch the Cat Watchthe Cat Xhe Cat 

IntheBagEveryDay IntheBagCv^ryDay In the Bag Every Day is out o/ the bag 

Cro^wn Tailor- 
ing' Coiapany 

OF TORONTO 
Have Offlened a. store 
at 342 Portage Ave. 
Full line of Sttitiiags, 
Rajpcoatings , Trou- 
serings, Fancy Vest" 




angs. SUITS MADE 
TO ORDER $I5> $20 
and $25. Perfect fit, 
■Style and finisla is 
guaranteed ^ ^ ^^ 




NO 1. 



NO 2. 



NO 3. 



NO 4. 



134 HOW TO ADVERTISE A RETAIL STORE 

the service of the store would be to make trading there not onl}^ profitable but pleasant. 
To this might be added a list of departments or a list of classes of goods to be handled. 

This is the apparent advertising of the store, but it is only part of it. At the first oppor- 
tunity reading notices should be placed in the newspapers. A mere formal announce- 
ment that John Smith would open up a shoe store in R. Gluns' old stand should not 
suffice. If left to the newspapers that is about all that would appear. Instead of that 
the proprietor should have a good newspaper half-tone cut made from his photograph. 
He should take this to the newspaper with a half column account of the enterprise to be 
opened which should also contain a brief biographical sketch of the new proprietor. 
This should be paid for at regular rates. From this time on there should be an unin- 
terrupted story of the new store's progress given to the public through the news columns 
of the press. Every new and novel invention that is to be used and every innovation that 
is installed for the purpose of serving the public quicker, easier, or more pleasantly should 
be chronicled. When new goods arrive they should be announced, and so on right up 
to the more formal announcement of the formal opening. 

It is often a question whether it is desirable or not to offer goods for sale at a formal 
opening. In nine cases out of ten it will prove better to offer no goods for sale whatever. 
Have the people come, inspect the store, the stock and its conveniences. Have a pleasant 
word with each, either personally or through the sales force, and bid them come again. 

The Crown Tailoring Company, Toronto, used a unique and novel method of announc- 
ing their opening. Cut No. 1 shows the announcement as it appeared in every Toronto 
paper on the second day, there having been one on the preceding day that showed the 
cat at the bottom of the bag. The announcement "Watch the cat in the Bag Every 
Day" was hardly necessary after the first day, for people noticing the different position 
of our feline friend on each succeeding day eagerly looked forward to a solution of the 
mystery. It came with the final announcement that The Crown Tailoring Company, 
of Toronto, had opened up a new store. This while clever, and no doubt very effective 
at the time, is of questionable value. Blind advertising is either very successful or it is 
just the opposite — more often the opposite. 

The Rexall Remedy Company some few years ago used a similar style of advertising 
to advertise their new remedies. The scheme began with a female in soldier costume 
being used. She carried a banner which she had apparently planted in front of her. It 
contained the one letter "R." The following day's advertisement showed another 
soldier girl who had brought up another banner containing another letter — it was "E." 
This continued for days until the Rexall Remedy being exploited was spelled out in full 
and there was a line of dashing young soldier girls. These announcements were success- 
ful in most cities in which they were printed. 

Such advertising not only costs considerable money but is a risky proposition to handle. 
If the advertisements take the popular fancy they are successful, if the public does not 
take to it it is money wasted. That is all there is to it. It is something like the popular 
song question. Some one sings a song at some theater or music hall and it immediately 
becomes popular. Who can tell what made it so.? It is very often not on account of 
its merits. It might even obtain its popularity from a wink of the eye of the pretty sou- 
brette who sings it. And so a popular song is born. 

Blind advertising is merely an experiment, and experiments are costly. 



, 



SPRING AND FALL OPENINGS 135 

CHAPTER XXVII 

SPRING AND FALL OPENINGS 

WHEN the spring season opens out the merchant should have his plans for the 
season all laid out. In fact, certain parts of his advertising literature, such 
as catalogues, booklets, leaflets, package inserts, etc., should be all stored away 
ready for the time when they are to be used. He should also have a general idea of just 
what lines he will advertise, how long he will advertise them, and how much space he will 
give to advertising them. 

The merchant who is really ready with his advertising campaign when spring arrives 
is to be congratulated. Very few ever are. 

The preparation of the spring advertising plans should begin when the merchant buys 
his first bill of goods for spring. It should continue throughout the rest of the buying 
season. Sometimes the traveler makes a suggestion, sometimes the samples suggest 
some line of advertising, and often in reading his trade papers ideas present themselves 
that are stowed away in his memory for future use. A better plan, however, is to use an 
"idea" book, and place these ideas under one heading, i. e.. Spring Advertising. 

Manufacturers and wholesalers often supply printed booklets, window cards, etc., 
copies of which are usually shown with the samples. The merchant must make arrange- 
ments for receiving the necessary quantity and j~^ /^ 
have a place for each piece of such literature ^y^^^/'^/^/'^^m^^^er^reifefUi^ 
in his plans. 

Then there's the question of cuts. Many ^^ff/^i^^ 

of these are provided by the manufacturer, ^ . ^^ 

and proofs of these must be preserved and jal//i£^y^i^m/i^Af>ine' 

advertisements woven around them for use at /^^ 

the proper time. ^6f4^/ 

During the holiday rush and the period of 
clearance sales that immediately follows, the ^^j. ^ . ,^ 

merchant may lay aside his spring thoughts. J{^rl^^/l^^y^ff^^^- 

He requires all his energies concentrated on (M f7^/ , 

the present busmess. But as soon as the ^ 

clearance sales are over he must once more '^3^^^y,^WW'/W/^^<t//?fe' 
get into the spring harness. The new lines ^ ^ ^ ^ 

are being shipped, received, reviewed, priced, :j!e///emOer^/Mn/i/,0^X'/^^^^ 
marked and stored. 

New suggestions for advertising crop up 
and the plans begin to mature. Booklets 
and leaflets are prepared and sent to the printer. Cuts that are necessary are ordered. 
Envelopes are addressed if the store possesses a mailing list. Often the mailing list is 
selected from the latest directory or tax list. 

But that is only a part of the general plan. Some of the fixtures in use have to be 
altered. New furniture has to be ordered. New rugs, carpets, cases; perhaps new win- 
dow fixtures and stands are required. These all have to be looked after so that they will 
be in position for the spring opening. 

Painting and decorating follows the alterations; following these, the spring house- 
cleaning. Floors must be scrubbed and oiled, broken cartons must be replaced by 
brighter and newer ones. In fact, everything must be thoroughly overhauled, dusted 
washed, cleaned. 

All this must be done with as little confusion as possible, for business must go on just 
the same. Goods are being sold and goods are coming in. Some merchants very wisely 





136 HOW TO ADVERTISE A RETAIL STORE 

hold back the new goods until the latest possible moment. This is done for the purpose 
of forcing out the winter lines. It has another effect that is often overlooked. When all 
new, or nearly all new lines are brought out and shown simultaneously an impression is 
given that the styles are in reality new. If they are placed in stock as received, by the 
time the spring selling is on in real earnest the styles are old to both the salesmen and 
the patrons of the store. 

The real spring advertising of a store should start off with a spring opening. Every 

store of any pretensions whatever, any store that has any following at all, and any store 

that desires to build up a permanent trade should have at least two opening days, one in 

grn^ - spring, the other in the fall. 

J/,.M,.,-./^na^/,^jr»^r. ^hc Opening marks an ^r^S^ 

tjrt^tuj/e^Oy epoch in the store, for 

// '/ //^^/^~/7/CJ^ / both patrons and sales- 

/ ^ people. It brmgs forward 

, .a , ./' . Q?/^. the new season with much 

/////•//-y ^ more force than it allowed 

>* / •/■ y*H^ /'* to be gradually ushered in, 



Oa/t/j. 




.A^lUmm^ :<m*4 V..Uk. ^^^ U^ 

*r*.fM .J^U ue_ Vt..^, 



'Wff(J/f //ee/V and, as before stated, the — ' — &.-^ w«l^^«r' /^ -.^ 

^^r/f,//e»-je^,„f/ It- jrtvn/// ucw stylcs are brought forth, 

/f^ //' J j' J J //'■ one with another, the whole jt^jtZ' 

making a complete show- 
ing. Then, too, there are the attendant decorations, music, eclat, all adding much to 
the value of the styles shown. 

As a usual thing the formal opening of new styles is extended over two or more days 
in the larger cities. In the smaller cities where there is usually some farming trade it is 
advisable to have a three day opening, commencing on Thursday. If this is done the 
opening may be further divided, when both men's and women's goods are kept in stock, 
into Ladies' Day, Men's Day and Farmers' Day. The exhibits should be changed to 
meet the requirements of each day, the decorations being the same for all, although 
the general program of the entertainment might be varied. 

The decorations for the spring opening should partake of the nature of the season. 
'su-.-u^u** What more simple then than living plants, flowers and 

w— Afl-^sc-^A foliage. Artificial plants should be used as sparingly as 

Suuy.^OaoU«utt.i»os. possible for the spring docora- 

^^sx^^-J;!;:.. tions, although for wmter use .„^..,««, 

e., irmm.«. Swt they do very well. The extent 

t^u.^^*^^^^^^^.^ of the use of blooming plants Jtamal^prmtuj 

/ -. ,- J <j,_ A 1 \ rx •!! 1 1 of our Nnu frtorr 

H-^-.u.-~ and cut flowers will depend 

*^*^!ll!^ZriT' largely upon the amount of cash «un.r «.a.„ a„. muuaa. ».„. 

3t $,m^ s 9^ ''-r^i set aside for decoration pur- 

.«.«H-..«.«u.j« poses. It is a well-known fact ».tart.B. a>ru.brr .^r fo„ru,mi, 

"^*' that many of the large depart- «^«^u.n^^rr,,«, 

ment stores spend thousands of ■uiuntw iroa. (Camiians 

dollars for cut flowers and plants 

E^i^r'-*'*^'--**^ when having formal openings. •'",;„""^™„„„ 

These vast sums are usually con- •"-.•■«•-" 

sidered to be well spent, too. One shrewd merchant in a small city made arrangements 
with a florist, the only one in the place, to decorate his store for his opening days and 
as recompense gave him the privilege of placing price tickets on each plant and of having 
an attendant present to make sales and take orders. The scheme worked well. Small 
cards were used on each plant for sale, stating that it was loaned for the exhibit and was 
for sale, giving the price. The co-operation of these two resulted in benefit to both. 
The merchant had an abundance of fresh flowers for decoration purposes, and the help 
and skill of the florist in decorating for absolutely nothing. The florist sold many plants 
and took orders for many more and got suflScient advertising, at no expense other than 



SPRING AND FALL OPENINGS 137 

his time, to pay him well. It might be stated that no plants were delivered from this 
exhibit until after the opening was over. 

Great care should be bestowed upon the goods displayed at these openings. They 
should be carefully examined for flaws, or apparent flaws, for only the most perfect of 
goods should be openly displayed. 

The fixtures and cases should be tastily decorated. Small tables with highly polished 
tops can often be used throughout a store for the display of many lines of small wares 
for the opening days. 

The main object of the opening should be to show goods. It may not be necessary 
to refuse to sell goods, nor is it usually advisable to do so, but more time should be spent 
in showing new styles, telling about their desirable qualities, how they are made, of what 
they are made, than is usually taken in the rush of making sales. For this reason every 
available space should be given up to a display of goods. 

The practice of giving expensive souvenirs has been carried to excess in some of the 
larger city stores. Often many dollars are wasted in this way. If the merchant wishes 
to present some token of his pleasure to the visitors of his exhibit he can do so in a very 
simple manner. Cut flowers have often been used, and from all accounts have been far 
more acceptable than some trashy piece of tinsel or spangle. 

Manufacturers will gladly co-operate with the retail merchant in making his display 
at his opening a success. They will loan or send on consignment many lines that are of 
perhaps higher value or rarer quality than are usually carried in stock. Samples of many 
lines can be secured and orders taken from these samples. 

The firm selling clothing, either men's or women's, would find it convenient to have 
sample suits of a high quality displayed at the opening, even when they have to be pur- 
chased outright. Orders can be taken from these and in the end the samples can be 
disposed of to advantage. 

Handsome and expensive rugs can be utilized in the same way by merchants handling 
this line of goods. In fact there is hardly any line of goods that cannot be toned up by 
samples or sample lots on consignment. 

If it is possible the shoe merchant would find it very profitable to procure skins of the 
leathers used in some of the lines in which he specializes. It would also add to the educa- 
tional feature of such a demonstration if the different parts of the shoe were on display, 
and shoes shown in different stages of making, showing completely the processes followed. 

Then again the polish manufacturers should be asked for sample boxes and bottles of 
polishes for free distribution. Free samples of laces, foot powders and such things would 
greatly aid both retailer and manufacturer in furthering the sale of their lines. 

A musical program should be provided whenever the expense is warranted. When 
good music is heard at an opening there is sure to be a charm about the whole that will 
add considerably to the value of the goods on exhibition. 

Sometimes a special invitation is extended to the public. These should be printed in 
a formal manner and on formal stationery. For the smaller stores this item of expense 
can easily be cut out unless the local papers have been proven useless. 

The window decorations are of equal importance with the interior decorations. These 
displays should be simple in some respects and elaborate in others. But little merchan- 
dise should be displayed, and that little must be shown in an appropriate setting. A 
clever design in white and light green might be made, and this together with potted plants 
forms the display. The whole should be made to present as rich an appearance as pos- 
sible. The trim should be placed the evening before the opening day. If placed before 
that time it seems to lose much of its effectiveness. It may be left for some days after, 
but should not be placed before. 

It is often found desirable, even in downtown districts where stores close early, to 
remain open on the evenings of openings at least until nine o'clock. 

The spring opening may then be considered to be the starting point of the spring 
advertising. From that time on the campaign should be carried on with an aggressive- 
ness equal only to the capacity of the store for doing business. 



138 



HOW TO ADVERTISE A RETAIL STORE 



The fall opening should be conducted on practically the same lines. Seasonable 
goods being the central figure of the display. At these fall openings there can be made 
elaborate decorations of the beautiful colored leaves and branches of trees that are to be 
had for the cutting in the country. The expense of the decorations for fall openings are 
thus cut down considerably below that of the spring openings. 

The Easter opening announcement of Chas. A. Stevens & Bros., Chicago, is typical 
of the announcements of the large metropolitan stores, A reading of such an advertise- 
ment will arouse in any woman a desire to see the newest creations to be shown by a store 
that is recognized as an authority on style. The advertisement is a fine specimen of an 
opening announcement. 



CtlASASlEtfEllS&BROS M 



The most delightful, the most 
interesting, and the greatest suc- 
cess of any opening ever held in 
Chicago— the Stevens 



Easter 
Opening 





Today Wilt be another exceptionally 
interesting day 

Beautiful styles, music, flowers and great throngs 
of delighted women — that's the story in a riutshell 
of yesterday at this beautiful style show. 

The fad that all women of Chicago ivlio appreciate the truly 
in u-omen's attire nom look to this store as their authority is very gratifying 
to us. It is also gratifying to us to knova that the leading merchants in these 
lines, of this and other great cities of this country, whenever possible, delay 
their openings until after ours has occurred, as a careful inspection of Qur stocks enables 
them to put forward, as indicative of the season 's styles, merchandise that they then 
feel safe in recommending as correct, as they fully realize that the enormous display 
made by Stevens each season contains not an article to which the slightest question as to 
Iff correctness could be attached. 

7 he idea should be as gratifying to the thousands of our loyal customers as it is to 
us to know the position this house unquestionably holds, and the extent to which others 
opy our original style of advertising, our window exhibits, and i 
method of interior decoration and 
display. 

Tkf hiib Itattdard Wf 
and other tilitt, and wli 







140 



HOW TO ADVERTISE A RETAIL STORE 



The Edw. Malley Co., New Haven, Conn., advertisement is altogether too formal. 
The illustration is excellent, but the text of the advertisement is lacking in inviting power. 
While it is the intention of the store to invite all women to view the new lines in milHnery 
and costumes it does not say so. It merely implies the fact. Then there is lacking the 
details of attractions that are offered in the way of entertainment. The Chas. A. Stevens 




TO THE PUBLIC: 

A I IMe beginning of this nm siasau «» dtstr* to txfress our Hants for Ikt grali/yitig midimt 
your good Tvill and con/idenn thai »as tome to mi in frtal/y incriastd tu$in*>s sinct wt took pot. 
Ilift corntr a lilllt more than six months ago. 

tVi tan its/ show our appritiaiion of Ike favor tit havi rictivtd by striving hardtr than ntr tei 
of U. That wt skat I do. Our eonstani tiff or t mitt bt to wort/ack day some improve- 
mtnt in Hit sttling of good mtrchondist al lamest Pritts and to makt this store mart than ever the most 
convenient and tomforlabU and satisfaetory shopping ptace in Ckicago. 

CARSON PIRIE SCOTT & CO. 



SPRING AND FALL OPENINGS 



141 



& Bros, advertisement is rather better in pulling powers. The object of the opening is 
to draw immense throngs to view the new things, but the Edw. Malley Co.'s adver- 
tisement is too cold and formal to arouse much enthusiasm. It might create a feeling of 
tone, but women expect that at a store of that kind anyway. 

The Carson Pirie Scott & Co., Chicago, 111., advertisement is a type of the semi- 
formal opening announcement. It is strikingly illustrated, and besides a hearty invitation 
gives space to some of the principal offerings during opening week. This blending of 
the opening announcement and regular advertising of specials might easily be the very 
best kind of opening day advertising. The power of attractive descriptions of new 
goods is great, and to that is added the power of special prices. The card of thanks at 
the foot of the advertisement is as old as newspaper advertising is old, but in this place 
it seems altogether fitting. It adds dignity to the opening announcement of a new season. 

The Sibley, Lindsay & Curr Co. advertisement is a type of the formal invitation used 
by large quality stores. The illustration is one of the best for newspaper work. There 
is just enough detail to give it a finished appearance. 

Very often at some of the openings there are very clever schemes used for the purpose 
of bringing out large crowds. One of these that has been used successfully by a number 
of merchants is to present certain gifts to those who hold numbered coupons correspond- 
ing with numbers placed on the gifts. 

A western merchant offered fifteen gifts in this way for the purpose of advertising his 
opening. He advertised the opening and the gift scheme at the same time by having 
circulars distributed to every house in the city. A few hundred were also mailed to out 
of town customers. Each circular was numbered, the numbers running from 1 to 6,000, 
the number of circulars printed. 

The gifts were to be numbered by a committee, and the person holding a circular with 
a corresponding number took the gift without any further ado. There was but one con- 




142 HOW TO ADVERTISE A RETAIL STORE 

dition, and that was that the person holding the winning number must be present in 
person to claim the gift. These circulars were distributed about a week before the open- 
ing and the same day the windows were trimmed with the gifts. A large card stated 
the conditions under which they were to be given away, and that any adult who did not 
possess a circular could obtain one by applying within the store. 

The evening before the opening the gifts were removed from the windows, and the 
mayor of the city and a local banker acting as a committee selected the numbers. These 
numbers were selected from those that had been given out on the circulars. After fifteen 
numbers had been chosen they were placed in separate envelopes and thoroughly mixed. 
They were then passed over to another committee composed of a lawyer and a school 
teacher. This committee placed one of these envelopes upon each of the articles to be 
given away. This done the envelopes were opened and the numbers attached to the gifts. 

Now mark this : All of this was done in the presence of another committee consisting 
of the editor of the local daily and representatives from the three labor organizations in 
the city. 

All of this was not absolutely necessary and seems to be a long way around a little 
corner. But the merchant had two purposes in view and he attained them. First, to 
insure an absolutely impartial offer, and, second, to thoroughly advertise the event. You 
may be sure the different committees did not hold their tongues, especially as a light lunch 
was spread after these very arduous labors had been completed. 

The opening was a success and it was due entirely to the fifteen gifts which were every 
one of them claimed. 

This may be considered by many as sensational but it proved successful. Had it 
failed it might have been censured, but success will always atone for any mild short- 
comings like this. 

We are also reproducing several of the formal invitations, issued by prominent stores 
in different parts of the United States, and mailed to customers, inviting them to store 
openings. They are all good, although all are different in wording. These examples 
will clearly show how these invitations should be worded and in what style of type they 
should be printed. 



SCHEMES AND SELLING PLANS 



p 






* 



CHAPTER XXVIII 

LITTLE SELLING HELPS 

IT HAS often been said of advertising, that all advertising is good, but there can be 
little doubt that some forms are better than others. Some kinds of advertising 
will bring better results than others, and it is a well-known fact that a plan that has 
proven successful with one merchant often fails utterly with another. 

It is very generally conceded that newspaper advertising is the best medium for the 
retailer to use, but in every part of the world bright minds are giving serious thought to 
other methods of advertising, to little schemes that will help to sell goods — little selling 
helps. 

A great deal of good publicity can be gained, and in most cases increased direct sales 
made, by the use of one or more of these little schemes every once in a while. 

Many merchants go on the principle, however, that everything that attracts attention 
to their stores is good advertising. In this they are often very much mistaken. Noto- 
riety can never be advertising, no more than a notorious person may justly be said to be 
famous. 

Any scheme that will attract favorable attention to, and friendly comment of, a store 
is, without doubt, good advertising, but the same cannot be said of schemes that get a 
store talked about in an unfavorable way. "Scheme advertising," as it is usually termed, 
is, on the whole, good advertising. The merchant should be careful in selecting and car- 
rying out his scheme, that is all. 

In many cities and towns during the past few years there has been held what might 
be properly called "window weddings." The scheme is used merely for the purpose of 
attracting attention to the windows and the store, and of gaining much free advertising 
from the comments of the public and the "write-ups" of the press. A merchant offers a 
certain sum of money, or a certain prize of merchandise, to the first couple who will con- 
sent to be married in his show window, in plain view of the public. This scheme has 
made good in many places. It proved valuable to a merchant in the writer's home city. 
But in a city where there is any opposition shown to the scheme it must prove a failure. 

Not long ago a clothing merchant in a Canadian city offered to pay any couple $100 
who would consent to be married in his show window. This generous offer was promptly 
taken up by a young couple and arrangements were made for the wedding. The whole 
affair would have attracted but local notice had not some person or persons objected to 
the proceedings as sacriligeous, and asked the aid of the police to prevent its being carried 
out. This the police tried to do by informing the merchant that the marriage ceremony 
should not take place or he would be arrested for blocking the traffic in the street. 

This merchant, being of that kind who mistakes notoriety for advertising, saw in this 
merely a chance for further notoriety. He announced that the "performance" would 
take place as advertised in spite of the police. On the day appointed he kept his store 
closed, but had a large banner in his window announcing: 

"This is my private house to-day. I pay my rent and taxes. A wed- 
ding will be held here at 3:30 P. M. W keeps his word. Come 

and see the wedding. Everybody welcome. No disappointment.". 

Of course this aroused a great deal more curiosity than the wedding would have done, 
and the streets were blocked for hours by the waiting throngs. A curious fact of this 



146 



HOW TO ADVERTISE A RETAIL STORE 



affair is that the crowd was composed mostly of women. The couple were married in 
the window. Outside the police had to use their clubs or batons on the heads and shoul- 
ders of the mass of onlookers in a frenzied effort to preserve order and cause the people 
to disperse. A local paper in describing the affair, said : "Women fainted; dresses were 
torn,* babies were lost; every one stepped on and jostled every one else, and pande- 
monium reigned supreme." 

The merchant was roundly scored by the authorities, and heavily fined, with the 
alternative of two months in jail. The wonder is that the poor misguided merchant did 
not further seek public sympathy by spending the two months as a prisoner instead of 
paying the fine. 

Does any intelligent merchant consider for one moment that that scheme as carried 
out was good advertising.^ The writer does not. 

The above is only one example of the lengths that some merchants will go in pursuit 
of publicity. Some of the schemes used, unlike this one, are really good from an adver- 
tising viewpoint. Here is one that drew an orderly crowd to the store of the merchant 
who used it, and at the same time was productive of much direct business. 

This firm had a large number of tickets printed similar to the following: 



No. 1967. 


















REWARD 








We will present to 
number before 6:30 P. 


the person 
M., Show 


who 
Day, 


brings to us the lucky 
a fine Silver Tea Urn, 


displayed ir 


I our show window. 
BURNING 


BROS., 






Sign here. . 




Cardigan 


111. 








No 


one allowed 


to deposit 


more 


than one ticket. 





Each ticket had a serial number, running from 1 to 5,000, and was about the size of 
an ordinary business card. These were distributed on the streets, at the show grounds, 
and the railway stations on Show Day. The urn was exhibited in one of the windows, 
and a suitable card shown with it explained the scheme. It also stated that a card and 
number could be had for the asking inside. 

The advertising manager, said of the scheme: "Altogether, the plan was very satis- 
factory. The store was crowded from morning until evening, and a splendid business 
was done. The most important effect, however, was the new customers that the adver- 
tising brought to the store. Many people came to the store for the first time, and we 
were able to interest a number of them in paying a second visit." 

The success of a scheme can only be gauged by the benefits derived from it, and in 
this case it was perfectly satisfactory. Besides this new business gained on Show Day, 
the firm found themselves in possession of a very valuable mailing list, which they used 
for circularizing, and obtained good results from that also. 

A clothier advertised a special sale of trousers, and in his advertisements was promi- 
nently displayed this offer: 



The first three men entering our store on Sale Day, August 
2d, will each be presented with a pair of $3.50 trousers, absolutely 
free. All those who wish may sleep on our doorstep all night. 



An offer of this kind is likely to cause trouble for any merchant making it. Then, 
again, it is likely to attract to the store an undesirable class of persons. They will be 



LITTLE SELLING HELPS 147 

there, ready to fight for the goods offered free, but with no intention of paying any price, 
no matter how low, for anything. Such an offer would never be attractive to the persons 
intended to be reached by the advertiser. 

Any scheme of a sensational character that is calculated to bring into or about the 
store the unruly element of the locality is more likely to prove injurious than beneficial. 

A clothing merchant in one of our larger cities drew a large crowd in front of his store 
(the inside was deserted) during a Thanksgiving sale, by letting loose one hundred hve 
turkeys from his upper story windows. Some one hundred persons got live turkeys after 
a chase, and some thousands witnessed the proceedings, but not many of these same 
thousands ever went inside of that merchant's store. The results were less than expected. 
The cost was never made up from the sales made through that species of advertising. 

The idea of throwing goods from the roof of a building to the waiting and expectant 
crowds below can sometimes be made the means of considerable talk about the store. 

On a market day in the latter part of August, when the weather was still warm and 
bright, but sales had stopped in the straw hat department, a men's furnisher announced 
that he would throw from the third story of his store building a barrel of straw hats and 
thirty suits of clothes. When the appointed hour arrived an immense crowd had col- 
lected outside the store, and while a large part of them were there merely to look on, the 
excitement was just as keen in every part of the throng. While many of the hats were 
not presentable after the row, the boys of the town extended the advertising for the mer- 
chant by running around the street with rimless or crownless hats on their heads. The 
suits were of little use to the store, but were as eagerly fought over as if they were the best 
procurable. This is one way of getting away with unsalable goods; another way would 
be to send them to some charitable institution. The advertising that would accrue from 
this latter disposition of them might prove to be quite as good and some poor fellow 
might be made happier by it. 

Sometimes some of the schemes used by the merchants are intended to be "smart," 
or are made with the intention of having the public adjudge the merchant as a sharp, or 
shrewd, or cunning advertiser. 

Here is a little thing that proved successful. A druggist had a large number of folders 
printed, advertising his business. One page was given up to the scheme. The folder was 
entitled "Vest pocket rules for all games," and was suitably illustrated. These were ad- 
vertised freely in the papers and were given away free. When the seeker after knowledge 
had secured one he found that the "Rules for all games" was in reality only one rule, 
which applied alike to all games. It was: 

"KEEP YOUR MOUTH SHUT." 

This was an intentional "catch" on the part of the advertiser, and the public took it 
as it was given. Not so was it with a cigar dealer, some years ago, who made himself 
very unpopular by his smartness. He was ever on the lookout for "gags" and schemes, 
whereby he could catch his customers. One that he used was to place a card in his win- 
dow, stating: 



I WILL PAY $15.00 
FOR 1906 PENNIES. 



One or two respectable persons were taken in by this. When they found that the 
offer made 'was $15.00 for $19.06, or "nineteen hundred and six single pennies," they 
transferred their trade to a cigar dealer who was not quite so sharp. 

A shoe merchant made a lot of trouble for himself not long ago by using a simple little 
scheme. He had a waterproof shoe that was guaranteed to withstand any amount of 
water, and had one placed in a glass dish of water. Before doing this he resorted to the 
vaseline bottle, and after a liberal coating of this preparation it kept out the water per- 



148 HOW TO ADVERTISE A RETAIL STORE 

fectly. After this practical test (?) had sold a large number of the shoes the purchasers 
began bringing them back with the complaint that they leaked. The merchant explained 
how the shoe in the window was made waterproof, and by liberal allowances on new 
shoes kept his customers. Had he frankly told his customers when they made their pur- 
chases that the use of vaseline would aid the shoe in resisting water he might have saved 
himself a good deal of worry and loss. 

A trick of a similar nature was used by another shoe merchant but it was one that was 
not calculated to do him any injury, because in reality no one was injured. 

He had two thermometers in his window. One was placed in a cushion-soled shoe, 
I and the other alongside of it. A window card called attention to the difference in tem- 
perature, inside and outside of the shoe. The one inside of the shoe registered about 
twenty degrees more heat than the one outside, but, of course, it was "faked." It at- 
tracted a great deal of attention from its uniqueness. This same scheme might be used 
in summer, showing an oxford to be many degrees cooler than a high shoe. 

There are a great many schemes that are beneficial without bringing direct results. 
Others there are that cannot bring any good results no matter how they are worked. 
Then there are many that will not bring results adequate to their cost. Unless the scheme 
is such that direct returns will accrue it is perhaps best left alone. Sometimes a scheme 
that is merely intended to remind the public that the store exists will in the end pay, but 
it is best to have a dozen little schemes bringing in direct results than one intended merely 
to familiarize the name of the store. 

A merchant in a "factory" town made use of the following scheme to get direct results: 

In the first instance he held what he termed "An Envelope Discount Day." He adver- 
tised that every employe of the factories in the town who would bring his pay envelope 
to the store on a certain date would receive a discount of five per cent, on all purchases 
made for cash on that day. To help the scheme along he had a number of manila envel- 
opes printed with the following inscription in one corner: 

Present this envelope at H 's store on December 12th and 

receive a discount of 5 per cent, on all purchases made on that date. 

As this is the kind of argument that appeals to most men the store was crowded on 
the date named. The store had to be kept open during the evening to supply the demands 
that were made on it. 

From this idea was evolved another. They contracted to supply the factories with 
their weekly pay envelopes for the privilege of ])lacing their advertisements on them. 
They continued the five per cent, discount idea but varied it by offering it on only one line 
of goods one week and on another the next, and so on. Besides this they had printed on 
these the words, "Look out for the Blue envelope." These blue envelopes were used 
occasionally. Whenever trade slackened up a blue envelope was used and this blue 
envelope entitled its holder to a five per cent, discount on any article purchased within 
five days of its date. 

This merchant captured a large part of the factory trade by this little discount scheme. 
Had he merely offered to every one a discount of five per cent, on their purchases on a cer- 
tain date there would have been no appreciable increase of sales on that date. But by 
making the special offer to a "class" of customers he appeared to favor them and the 
idea proved successful. 

Any scheme that stamps a merchant as progressive, as original, as determined to 
stand in the front rank of his line of business, is bound to win the respect and support 
of an ever-watchful public. There is a perfect thirst for novelty to-day, and when a 
business man finds that some competitor more active than himself is leaving him behind 
in the race, it is time for him to cut loose from some of the cut-and-dried business methods 
of a generation ago. Give the public something new and they will call at your store if 
for nothing more than to pay a tribute to your progressiveness. 

In order to get rid quickly of a large quantity of shopworn and unsalable goods, one 



I 
I 



LITTLE SELLING HELPS 149 

firm placed them all on a big counter, and advertised that among the lot were many worth 
$2.50 and $3, and that on Monday morning a "stock market" sale would be held, begin- 
ning promptly at ten o'clock and lasting just one hour. The price might suddenly drop 
to fifty cents, the lowest point, or it might soar to $2, the highest. The "market" was 
manipulated or controlled in the following manner: A number of tickets, with prices 
starting at 50 cents, and rising by 10 cent jumps to $2, were printed. Starting exactly at 
ten o'clock a number was drawn, which a clerk standing beside a big clock near the counter 
posted as the opening price on the bargains. One price held for five minutes only, when 
a new ticket was drawn and posted, and so on throughout the hour. 

The bargain brigade, scenting a sensation, was out in full force, and all the thrill and 
excitement of a real stock market in miniature was experienced by the eager crowd, as 
prices dropped, soared, and dropped again. There was a wild scramble when the price, 
early in the hour, dropped to 75 cents, and timid buyers loaded up. The market soon 
rallied, however, and the purchasers congratulated themselves; but when, a little later, 
it dropped to 65 cents, there was an onslaught which almost swept the clerks off their feet. 
By eleven o'clock the pile of goods was nearly all turned into cash, and the proprietor 
clapped himself on the back for a clever fellow. 

A scheme hke this can be carried out by any firm with any kind of merchandise. 
During the duller days of midsummer or midwinter it would help to liven up sales. 
It should be well advertised in advance and the scheme carefully explained so as to avoid 
any misunderstanding. 

Baby shows can sometimes be made to produce a good increase in the departments 
devoted to infants' wear, but beware of jealous mothers. 

A shoe dealer recently announced in an advertisement that he would sell silver 
dollars at 95 cents each. Each customer was required to furnish proper change and the 
store presented a busy scene. Many amusing incidents occurred. Some thought the dol- 
lars had never had a sufficiently formal introduction to Uncle Sam and hesitated about 
purchasing them, and after doing so would test the coin in various ways. Only one was 
sold to a customer. 

Money sold at a discount will attract a large crowd, but they will stick close to that 
particular counter over which the coin is being sold. The cost does not amount to very 
much, but it never returns in the shape of increased sales. In the larger cities the scheme 
is played out as far as advertising the store is concerned. It is too well known. People 
will take advantage of the offer, but that is all. In a small place where it has never been 
tried it might prove more valuable for advertising the store. 

A St. Louis clothing dealer advertises like this: 

"President Roosevelt, the Stork and we are all of one mind. 

" Therefore — The first father of living twins born in St. Louis during the 
coming month of May of this year will be welcome to a pair of our best 
trousers of his own selection. The first father of living triplets born during 
the same month can have one of our best suits. The first father of living 
quadruplets born during May will be entitled to a suit and overcoat. Come 
early and avoid the rush." 

The value of such an advertisement lies purely in the free notices the firm will receive 
in the papers. The chances are, of course, that not one of the ofl^ers can be accepted, 
because such events are rare occurrences. 

There are every year several events of much local importance, such as celebrations 
of one kind and another. Any merchant could take advantage of this by issuing an offi- 
cial program. 

A Virginia shoe firm on the occasion of a Washington's birthday procession got out 
a four-page cardboard folder, giving the order of the procession and the route of the 
parade. The front page contained a half-tone portrait of Washington, and the title 
stated that the folder was printed by the firm, proprietors of the Up-To-Date Shoe Store. 



150 HOW TO ADVERTISE A RETAIL STORE 

The back cover contained a half-tone picture of Washington's residence at Mount 
Vernon, and also mention of the firm. The two inside pages contained the information 
for which the program was issued and appropriate advertisements at the top and bottom 
of each page. It was a timely advertisement, and undoubtedly was appreciated by the 
people of that city. 

The window can be used very often for attracting attention to the store. Some very 
clever ideas have been used. A good one for arousing curiosity is the smashed window 
idea, where a piece of timber is supposed to have been hurled through a plate glass win- 
dow, and remains, a portion of it outside the store and the remainder inside the window. 
The effect is produced without any damage to the glass, by gluing a portion of the piece 
of wood inside the window and the remainder on the outside, and then drawing lines 
with soap and glue to give the appearance of cracked glass. Such a window is talked 
about, and commented upon; and if the right kind of window cards explaining the 
"accident" are used, the result is added publicity to the store. 

Years ago if a window was accidentally smashed it was quickly boarded up and the 
glass replaced at the first opportunity. Now when an accident happens the merchant 
tries to make something out of it by some clever advertising scheme. 

A Milwaukee dollar hat man used a new dollar bill in a window display. One night 
some fellow used a brick on the plate glass and got away with the dollar. Next morning 
the hat man put up a card which said: "The man who threw this brick is a thief, but no 
more so than the man who charges you $3 for a hat we sell for $1." 

This idea was clever enough, but the sentiment expressed is open to criticism. It 
implies that the $3 hat is no better than the $1 hat he is selling, and the man who is selling 
the $3 hat is a thief. Such advertising is unworthy of any first class establishment, 
because it is false. Most people would recognize the lie and resent it. 

A little trade scheme somewhat out of the ordinary is one recently instituted by a city 
store. The store decided that on a certain day of the month to be selected, cash pur- 
chases made by all patrons would be refunded. To further increase interest in the 
scheme the store inserted coupons in one section of their advertising in the daily news- 
papers, on which the public was invited to write the name and address of the most popular 
young woman of its acquaintance, and the five young women who received the highest 
number of votes cast in the contest would be selected to name the day of the month on 
which all cash purchases would be refunded. Each of the five women to be selected 
was to be rewarded with a fine silk dress pattern for their kindness in lending their efforts 
to the success of the scheme. 

. The above scheme is an enlargement upon the idea of refunding cash purchases, in 
that it enlists the attention and interest of those who are desirous of seeing the most popu- 
lar woman of their acquaintance selected as one of the judges. 

This scheme has proved so profitable with some firms that they have used it over and 
over again, varying the details slightly to add freshness to it. 

Some merchants may think that this is an expensive thing to do, but it seldom amounts 
to more than a five per cent, discount on the month's sales, often less. The idea looks 
bigger than it is. It is like the refunding of every fifth purchase of like amount. This 
is a discount of twenty per cent. But to the buying public it 'looks far more. 

Some men endeavor to attract attention to their business by making themselves 
remarked by their personal peculiarities. A well-known hatter in an eastern city wore, 
year in and year out, a bell-crowned silk hat of pronouncedly antique construction. Every- 
one wanted to know who he was, and his hat became a standing advertisement of his busi- 
ness. A furnisher always wore vests of startling construction and color effects. A 
famous rubber dealer was a well-known first-nighter, always occupying the most con- 
spicuous box in the house, making offerings of the largest bouquets to the actresses, and 
invariably hissing when the audience applauded. Being known as a startling nuisance, 
his business became well known also. The public has little patience with such forms of 
advertisement nowadays. The motive is too apparent, and sensible men are disgusted 
at the lack of self-respect that leads a man to become a Merry Andrew for money. 



GUESSING AND VOTING CONTESTS 151 



CHAPTER XXIX 

GUESSING AND VOTING CONTESTS 

SOME merchants would allow a good business to slowly dwindle down and die before 
they would turn their minds to a voting or guessing contest. These merchants 
class these innocent schemes as gambling, and without thought cast them aside. 
If this was the result of religious principles it would be excusable, but it is usually because 
they are too deeply in the "rut" of routine that this is so. 

Among the best of schemes that can be used to revive a dying business or turn a dull 
season into a busy one, is a voting or guessing contest. These contests awaken interest 
in the store holding them and might often be used to avert disaster. 

The success of any scheme, whether a voting or guessing contest, depends largely 
upon the publicity given to it. No matter what the scheme a merchant decides to use, 
unless it is well advertised it will prove a failure. People must know that the scheme 
exists or they will not have a chance to participate in it. 

Guessing how many beans in a bottle; how many seeds in a pumpkin; how many 
votes will be cast in some election; when a clock or a watch will stop; how long a huge 
candle will burn, and others of this kind, are familiar schemes for attracting attention and 
trade. Guessing contests of this order are so familiar that they hardly require any 
explanation. 

There are a great many ways of conducting these contests, however, and each way 
may be considered good to attain certain results. Providing a merchant merely wishes 
to secure a good mailing list, and incidentally to have people visit his store so that they 
can be shown around and made familiar with it, a guessing scheme with no other condi- 
tions than the one causing them to visit the store to make their guess on cards provided 
for that purpose, is necessary. 

If the scheme is meant to liven up trade during a dull season, the main condition should 
be the purchase of some article or articles of a certain value. For this purpose the fol- 
lowing method is perhaps the best: 

A number of prizes are offered to the persons making the best guesses. A coupon is 
issued for every purchase amounting to, let us say, 50 cents; two coupons for a $1 pur- 
chase; three coupons for a purchase amounting to $1.50, etc., the larger the purchase or 
the greater the number of purchases, the more chances of guessing the customer has. 
Each coupon is printed and numbered in duplicate. The customer writes his name and 
address, and guess, on one part of the coupon, detaches it and drops it into a convenient 
receptacle provided for that purpose. The other coupon with a similar number upon 
its face is retained until the contest is over and is used for purposes of identification. 

When the time limit for guessing has passed, some prominent man or a number of 
men are requested to act as judges and make the awards. 

Guessing contests should not run, as a usual thing, any longer than a month. Good 
results rarely ever attend a contest that runs so long that the first participants lose all 
interest in it. Some schemes of this nature have run three months and been attended 
with good results, but these have invariably been contests where the prizes run up into 
greater values than usual. A contest for an automobile should run for three or four 
months successfully. A contest for a $5 gold piece would not run more than a month 
and interest be kept up in it. When prizes of small or moderate value are ofi^ered it is 
far better to have three contests in three months than to run one contest three months. 
People are apt to tire of waiting for the results to be made known and forget all about 
it. This, of course, is not desired, because the scheme is to keep up the interest of a 
great many people in the store. 



152 HOW TO ADVERTISE A RETAIL STORE 

When a date is set for closing a contest it should never be closed at an earlier date. 
Trouble is sure to follow, and many will consider that they have been cheated out of a 
chance to guess, even though they had never had any definite intentions of guessing at 
first. The time may be extended, if for any reason it is deemed necessary, but should 
not extend far over the original date. 

Such contests as these are always productive of good lists of names which should be 
classified as carefully as possible and used in circularizing. These names represent per- 
sons who have bought goods at least once in the store and should produce better results 
from circular letters than names selected from among strangers to the store. 

New forms of guessing contests are being devised every day by progressive, energetic 
and enterprising merchants. The best of these usually receive notice in the retailers' 
own papers, the trade journals of the country. 

A large variety of different schemes are given in a succeeding chapter of this book. 
Most of them can be adapted to any business of any size, in any place. 

It is always desirable that a scheme of any nature should be presented in a new char- 
acter. Guessing contests have been held in almost every town and city in the Union, 
but the same scheme can be presented in a new dress and receive as much attention from 
the public as ever. 

For instance, one merchant offers a prize of $10 for the nearest guess to the number 
of seeds in a pumpkin displayed prominently in his window. This can be varied and 
improved upon by following the method of another merchant. He procured a large num- 
ber of new pennies and heaped them in his window and offered them for the nearest 
guess made of their number. 

Another merchant offered a Shetland pony to the boy or girl who guessed nearest its 
weight. The same contest could be varied by offering a guess as to its best time in driving 
from one place to another. By varying guessing and voting schemes in this manner new 
interest is added to old schemes. 

A voting contest is conducted on very similar lines to the guessing contest. For 
instance, Brown, the shoeman, advertises that he will send the most popular school 
teacher on a four weeks' vacation, paying all expenses of board and railway fare. The 
teacher receiving the largest number of votes to be adjudged the most popular. If the 
teachers enter into the contest in friendly rivalry Brown will be besieged by their friends 
wanting footwear. Each 50 cents on each purchase representing a vote, many will pur- 
chase higher price shoes than usual. Then there are the school children. With them 
working for the different teachers it can easily be seen that Brown will have plenty of 
business to do. Besides the direct business to be obtained there is the constant adver- 
tising that is going on. One will say: "Why don't you go to Brown's for your shoes .^ I 
got these there and they are perfectly satisfactory in every respect." That recom- 
mendation, in its various wordings and manner of expressing it, means good adver- 
tising. 

But, on the other hand, if the voting between two teachers is close, and a little spark of 
jealousy is allowed to creep in. Brown's bed will not be always of roses. Usually when 
there is strictly no favoritism shown by a merchant he need fear no dissension. If it 
should enter into the contest he should ignore it entirely. 

Here is a case in point : A merchant in one city offered an organ as a prize to the church 
that should secure the largest number of votes. The congregations and their friends 
threw all the trade his way they could so as to register their votes. He reaped a harvest 
through his enterprise. Another merchant in another city hearing of it made a similar 
offer to the churches in his city. Unfortunately for him there had been open rivalry 
between the two churches (there were but two churches in the town) and when the offer 
was made known each congregation set in to win the organ or die in the attempt. At 
first everything seemed to run along nicely, and the merchant did a large business. Many 
goods were purchased and laid away for future use. But towards the end of the contest 
the losing congregation began to murmur "fraud" and other remarks equally uncompli- 
mentary to the merchant were uttered. He tried to defend himself and at last gave each 



GUESSING AND VOTING CONTESTS 153 

church an organ of equal value. This, instead of pleasing all parties, only made the 
feud the stronger. In the end the merchant sold out and moved away. 

This is an extreme case, but it shows how careful the merchant should be in selecting 
and conducting these contests and schemes. It must fit harmoniously into the local 
conditions and surrounding circumstances or there is sure to be a jarring note heard 
somewhere. 

Another kind of contest is that in which the contestants have to perform something 
to enter the contest. Prominent among these is the ever popular "Ad-writing contest." 
Most people think they can write advertisements as good as, if not better, than the pro- 
fessionals. This is the reason ad-writing contests usually produce such good results. 
This can be made to bring people into the store if the contest is thrown open to all (pro- 
fessionals barred) on condition that the advertisements are submitted upon special forms 
to be supplied at the store. 

One of the oldest schemes of this character, and one that is always good when revived, 
is the word-building contest. This contest means lots of work, and the prizes should be 
large in proportion. Most people know what it is to enter a contest of this nature, and 
the rewards must be adequate or few will enter the contest. When the contest is made 
for school children, the age limit being about sixteen years, the prizes need not be very 
large to awaken considerable interest. The lists of words submitted will be shorter, and 
consequently the contestant will be well paid in receiving a smaller prize. 

The Columbine Music Company, Pueblo, Colo., held a contest of this nature a few 
years ago. We reproduce their advertisement of the contest which gives explicit direc- 
tions to the contestants: 

THIRTY-FIVE HUNDRED DOLLARS 

ABSOLUTELY GIVEN AWAY! 

A contest of interest for both grown folks and children — such gifts 
as these never before offered in this part of the country. For the purpose 
of encouraging and stimulating greater interest in music — with all its refin- 
ing home influences — we have determined upon an offer which will not only 
accomplish the object desired, but will also bring to us the gratitude of all 
who take part in this great contest. The name of the Columbine Music 
Co. has become a household word throughout this part of the country, and 
our determination to continue it so has resulted in the following remarkable 
offer: See how many words can be made out of the letters in the name 
"Columbine Music Co." 

The person making the greatest number of words will be given a $500 
new high-grade upright piano absolutely free. The next ten highest answers 
will entitle the successful contestants to a credit certificate of $150 on another 
piano — just like the one offered as first prize — or on any other new piano in 
our warerooms. The next twenty highest answers will entitle the successful 
contestants to a credit certificate of $75 on a piano the same as the foregoing. 
Should a successful contestant already have a piano, or, not being able to 
pay balance on purchase price, the certificate so held may be transferred 
to a less fortunate contestant, when indorsed by us, and not only will such 
certificate be accepted by us as so much cash on a piano, but satisfactory 
terms can be arranged with us for time payments on balance of purchase 
price. The following rules will govern the contest: The sole conditions 
are that the words must be confined to the letters in our name, "Columbine 
Music Co." Do not use the full word "Company," only its abbreviation, 
"Co." The name "Columbine Music Co." counts for three words. No 
foreign words or proper names will be allowed. LTse only such English 
words as are found in any standard American dictionary. No word shall 
be used twice. No letters shall be used twice in the same word unless they 



154 HOW TO ADVERTISE A RETAIL STORE 

appear more than once in "Columbine Music Co.," but not oftener. 
Arrange all answers in alphabetical order, beginning with the letter "A." 
State whether or not you have a piano or organ. This is for the purpose 
of enabling us to know how many homes there are in this part of the country 
without instruments. Sign full name and address. The contest is open 
to all excepting those who live along the line of railroads north of Colorado 
Springs. In case two or more contestants tie for first prize — a $500 piano — 
then each shall receive a pro rata certificate good for his or her portion of the 
$500 certificate and which will be accepted by us as part payment on a simi- 
lar piano — or any other new piano in our store. In this offer, which means 
the giving away of $3,500, we wish it distinctly understood that the successful 
contestants shall have the opportunity of selecting from our regular line 
of instruments — which comprises the very best makes of pianos in the world 
— any desired piano in our wareroom. 

For children, a "drawing" or "writing" contest is likely to produce as much interest 
as anything. The number of prizes should be as great as possible, even if they have to 
be made of but little value. The more children who receive prizes the better the store 
will be advertised in the home. 

It is always advisable to have the best exhibits shown in the window. Proud fathers 
and mothers will then talk about the store, too, and as that is practically all such a scheme 
is likely to produce it is well to secure all of it one can. 

A Western advertising man hit upon a good plan to have his advertisements read. 
He offered prizes for the largest number of his advertisements in which a certain phrase 
would occur. He also announced that in each advertisement it would occur at least 
twice. It was thus necessary to read the advertisement through to see how many times 
the phrase appeared. 

The contest ran for three weeks. Every subscriber of the several papers used by the 
merchant would read and clip each advertisement as it appeared for someone who was 
collecting them. During this six weeks' contest the advertising man made special offer- 
ings, that being read as they were by all readers of the papers, produced the biggest 
business the firm had ever known. 

WARNING 

GUESSING CONTESTS RULED OUT 

By a recent ruling of the Post Oflfice department, guessing contests of a certain class 
have been barred from the mails. This rule embraces all contests that are dependent 
upon chance rather than skill. For instance, under this head would come contests for 
guessing the number of beans in a glass jar; guessing the majority of a candidate in an 
election, or the attendance at the World's Fair. While there is some judgment necessary 
in contests of this kind, they depend for the most part upon chance in hitting upon the 
exact number. In the future all matter pertaining to them will be precluded from the 
mails. 

This does not mean by any means that the merchant may not conduct guessing con- 
tests — it only prohibits him from advertising them in newspapers or circulars that are 
to be sent through the mails. 

The number of schemes that would not come under this ruling are legion, and any 
merchant can find many to fit his business that can be properly advertised in the papers. 
If, however, he has any doubt about the scheme violating this ruling, he should submit 
it to the Post OiBBce department and get a special ruling upon it before deciding to use it. 



DRAWING CONTESTS 155 



CHAPTER XXX 

DRAWING CONTESTS 

A PERIODICAL drawing contest will liven up the deadest business. If it is con- 
ducted squarely and openly there can be no fault found with it. If the prizes 
offered are generous and liberal the winners will be satisfied. 

The advertising value of k periodical drawing is good. Each participant in the draw- 
ing becomes an advertiser for it. And as the public must purchase goods to enter the 
drawing, the goods themselves are advertised. 

The periodical drawing is something like an endless chain affair. The holders of 
winning tickets may be depended upon to talk incessantly about it. The holders of 
losing tickets, seeing the successful ones satisfied, are anxious to secure numbers for the 
next drawing. To obtain these numbers or tickets they must make further purchases. 
So it goes on. 

A Providence (R. I.) shoe house holds weekly drawings in which four pairs of shoes 
are given as prizes each week. When a sale is made the salesman asks the name and 
address of the purchaser, at the same time telling him — or her — to retain the sales slip, 
which contains a number. Numbers corresponding to these are made out and divided 
into four lots, viz., those for purchasers of men's, women's, boys' and girls' shoes respec- 
tively. Each of these lots is publicly placed in a box, well shaken, and a number drawn. 
The persons holding the four winning numbers are entitled to a prize of a well-known 
brand of shoe. Purchasers of men's shoes have a chance to win a pair of men's shoes; 
purchasers of women's shoes have a chance to draw a pair of women's shoes, etc. 

This is, and has been for some time, a regular feature of this store, and has proven 
very successful in making the name of the particular shoe advertised better known than 
any other plan could have done. 

This periodical drawing can be carried out in a little different way in a small town, or 
even in a large city if the store is a large one. The plan used above is carried out with 
the exception that the winner of the prizes must be present at the drawing. When this 
plan is followed it creates a great deal of excitement, draws crowds to the store operating 
the scheme and clearly shows that the contest is open and above board. 

When this latter way of drawing is conducted the party drawing the numbers continues 
to draw until numbers are drawn that some one present holds. 

This scheme could be modified so as to have a drawing but once a month and the num- 
ber of prizes increased. The drawing could then take place in some public hall. A 
short program of music and songs might be added to further attract the crowds, not only 
of ticket holders but of those who do not hold tickets. 

In some communities a drawing contest might be looked upon as merely a species of 
gambling. When this is the case, or where the retailer thinks it might be the case, he 
can follow a plan modeled somewhat on the following scheme: 

Let him procure a glass box that locks with a key. In this he may place whatever 
sum of money he desires to give away, in plain sight of all. He can then procure 500 or 
1,000 keys similar to the one that locks the box, but that will not, and give one key away 
with each purchase. On a given date all those who have keys may try to unlock the box 
and the one holding the key that does takes the prize. 

This scheme may be carried out in a great many ways, and the prizes may be money, 
a parlor suite, or anything else. There may be several keys that fit the lock and there may 
be a number of prizes to correspond with these keys. The first one to open the lock takes 
the first prize, the second one who is able to open the box takes the second prize, etc., 
until the prizes are all awarded. 



156 



HOW TO ADVERTISE A RETAIL STORE 



The key scheme was worked by another firm in this way : They had a common door 
fitted over their safe door, and sent out three thousand cards with keys attached. The 
tag read : "Five dollars in gold for $1. Bring this key to Bien Bros.' store, open the lock 
in their safe and you will be entitled to $5 in gold. The condition is that you must make 
a puchase before testing your key." Some of these were distributed in the homes in 
the city, while the balance were mailed to farmers in the vicinity. 

There were ten keys in the lot that would fit the lock, and as each key was tried and 
found to open the lock the holder was given five dollars. The condition that a purchase 
must be made, amounting to at least one dollar, before the key could be tried, helped the 
firm to make the scheme self-sustaining as well as get a lot of good advertising out of it. 

Here is another method of holding a drawing contest that is so cleverly disguised that 
no one would actually call it a lottery scheme. 

The plan is to have a numbered coupon, similar to the one that follows, in one corner 
of the advertising matter sent out. It is used usually in connection with a special sale or 
store opening. 



Coupon No. 3463. 
This coupon, if the number thereon corresponds with the 
number tagged to any of the articles to be seen in our window 
during the week of March 12, 1906, entitles you to that article 
Free of Charge; only one coupon received from any one person. 
(Name of firm and address) 
Notice : — Sign your name and address on the lines below and 
bring the coupon to us on our 

SPRING OPENING DAY 

Thursday, March 21, 1907. 

On that day the numbers selected by a committee will be placed 

on the articles, and if your coupon bears the number on any of 

them that article is yours, free of any cost. 

Name 

Street 

Town 



The object of this contest is to draw people to the store, and is usually successful in 
making many new customers. 

A great many schemes have been tried for the purpose of getting the customers of 
the store working among their friends in favor of the store. This is done, of course, 
by the offer of liberal prizes. One of the best of these was conducted by a Dayton firm. 
The Merchants' Record arid Show Window describes this scheme in detail in its Novem- 
ber, 1905, number, as follows: 

"Willner Bros. & Co., Dayton, Ohio, have just concluded an auto car contest for 
boys. The prize was a 'boy-power' auto, made in imitation of the large machines. 
It was quite an expensive machine, with ball bearings, cushion tires, upholstered seats, 
and ma,ny other points, making it very desirable from a boy's point of view. The adver- 
tisement showed a cut of the machine, and read as follows: 



" ' This automobile free to the best boy hustler in the city. 

We want every boy who sees this advertisement— no matter how old 
or how young he may be — to come to Willner Bros.' store and see this little 
beauty of an automobile. 



DRAWING CONTESTS 157 

" ' We want every boy to take part in the most interesting contest ever 
conducted in this city. 

" ' It's just awfully easy, boys, and that's all there is to it. Come down 
to the store. Let us tell you all about it. Then you can start to work 
right away (it's more like play than work) and maybe you'll show everybody 
that you're the best boy hustler here. 

" ' Remember that every boy who takes an active part in the contest 
will be given a prize, even if he doesn't win the automobile. You have 
everything to gain and nothing to lose — so come on. 

'"Willner Bros. & Co., 116-118 Main street, Dayton, Ohio. 

" ' Note to Parents — If you have the slightest hesitation about letting 
your boy engage in this contest, kindly call on us, and let us explain it to 
you thoroughly. We will consider such a visit a favor.' " 

It will be noted that the boys are requested to call at the store for further particulars. 
At the store they were given punch cards, bearing numbers in multiples of five around their 
edges. These cards were distributed among the friends of the boys, and whenever a 
purchase was made at the store the amount was punched out of the card and credited 
to the boy to whom the card was issued. Serial numbers on the cards served as a check 
on the boys they belonged to. To the boy whose cards were credited with the greatest 
amount in sales the auto car was given. The other contestants were each given a small 
consolation prize. 

This scheme could be carried out with a pony for a prize, or even a handsome sleigh 
if the scheme is undertaken in winter. A huge doll would serve to set the girls working 
in a similar manner. 

Sensational schemes, as a rule, are not successful, and are better left alone by the 
retailer. There are schemes, however, of a highly sensational nature that sometimes 
prove winners. These are usually affairs of the moment, and must be taken advantage 
of at that time or not at all. If there is time enough to deliberate over and plan the thing 
out, from beginning to ending, there is time enough to let it alone. A country retailer 
hit upon an ingenious scheme to advertise his business. A circus was billed to appear 
in his town, and it happened that after the performance was over a breakdown on the 
railroad delayed the company for a day. In front of the merchant's store there were a 
couple of dead trees that he wished removed. He saw the manager of the circus, hired 
two elephants, and had them driven to the store, where they were chained to the trees, 
which they easily uprooted — a job that two men could just as quickly have done. Result — 
an enormous crowd, long notices in the news columns of the county and state papers, endless 
discussion in every household, crowds flocking in to see the hole made by the beasts, and 
an event added to the town's annals that linked the merchant's name indissolubly with 
the community. 

Compare that scheme with that of a man eating soapsuds in a druggist's window. 
The former was clean and legitimate, but the latter was sensational and vulgar. Both 
drew crowds, but only the country merchant reaped success from his scheme. 

The Chicago Journal gives us the following under the title, "Chicago Monstrosities:" 

"The 'sandwich man' is being gradually crowded out of Chicago. He is too tame. 
People never stop nowadays to look at the signs he carries, and his place has been largely 
taken during the last few years by the 'character artist.' One of the first to make his 
appearance was a man on six-foot stilts, who stops, blows a trumpet, adjusts a tripod, 
and pretends to take a picture in a crowded street. As the crowd reaches a satisfactory 
size he draws from the camera a banner advertising a cigar." 

The article goes on to describe the "wild Indian," the "Rube," and several other 
"curiosities" from the side show. 

Perhaps the scheme that showed the worst taste was the one in which "Uncle Sam" 
in typical costume — high hat, dress suit, "high-water trousers" and all, in red, white and 
blue — carried about a dummy Spaniard, which he kicked all over the sidewalk and street. 



158 HOW TO ADVERTISE A RETAIL STORE 

The street gamins were allowed to participate in the " licking" and right heartily did they 
enter into the sport. When a crowd had been attracted an advertising banner was pro- 
duced. This sensational form of advertising is frowned down upon by all sensible per- 
sons, and the merchant indulging in it is very sure to lose more trade than he can gain. 



CHAPTER XXXI 

SCHEMES THAT HAVE BROUGHT BUSINESS 

THE schemes given in this chapter have been clipped from various sources. Nearly 
every one of them can be adapted to any particular business. Some are such 
as require but little or no preparation, while others require much consideration 
and planning to inaugurate. All have been successfully used by live up-to-date firms 
who have proved their usefulness in drawing customers to their stores. None are copy- 
righted, so that any merchant may use any or all of them freely if he wishes. 

Free Insurance Policies 

Fortner, Bunt & Co., tailors and men's furnishers, Yonge street, Toronto, gave an 
accident insurance policy for $500 with every $10 purchase in their tailoring department. 
After the scheme had been running for two weeks Mr. Fortner said that he could trace 
definite results to it, and he found that all his customers were interested in it, and asked for 
it with their purchases. 

These accident policies can be procured for mere nominal figures from companies 
making a specialty of low premium accident insurance. 

Wagon Loads of Women 

Valleau & Co., Crawford, Okla., offered a three-dollar hat to the farmer bringing 
the greatest number of women in one wagon to their store by noon on one of the days 
during a special sale which they conducted recently. 

This scheme can be used weekly or monthly, the object being to bring people direct 
to the store door and make them acquainted with its locality. 

Car Fare Paid 

Johns Clothing House, Racine, Wis., recently closed out their business in that place 
and moved to Kenosha, Wis. They advertised that to all customers living in Racine 
who would come to Kenosha to trade they would pay all expenses to and from the latter 
city. 

This scheme of paying railway fares to customers from near-by cities and towns is a 
good one and should be a feature of most stores all the time. 

Postal Card Competition 

C. R. May, Hedrick, Iowa, held a postal card competition, offering a prize to the 
person who would write "May sells Walk-Over shoes" the greatest number of times on 
a common postal card. The winner wrote the sentence 940 times. He reports the com- 
petition as very successful as a mode of advertising his store and the Walk-Over shoes. 

This scheme is an old one, but one always calculated to arouse much interest. Direct 
sales are not expected from it, but it is a good one for popularizing a store. 



SCHEMES THAT HAVE BROUGHT BUSINESS 159 

Gifts to Church Societies 

Warren M. Crosley & Co., Topeka, Kan., used this scheme successfully: 
"This store will give one hundred dollars as a Thanksgiving offering to the church 
societies of Topeka, and we want our customers to vote who shall have it. The hundred 
dollars to be divided this way: $50.00 to the church society receiving the highest number 
of votes; $25.00 to the church society receiving the next highest number of votes; $15.00 
to the church society receiving the next highest number of votes; $10.00 to the church 
society receiving the next highest number of votes. You can vote once for every half 
dollar purchase made of us during our fourteenth Thanksgiving sale. The voting merely 
decides how this money shall be distributed, and we think it better to give the societies 
the benefit rather than spend the money in other advertising channels. The votes will 
be deposited in a regular ballot box, sealed until November 25th, when a committee from 
the societies will open it, count the votes, and name the successful societies. It has been 
suggested to us that the ladies concentrate their efforts on one society in each church." 

Word-Building Contest 

A leading wholesale shoe firm of this country is making use of a guessing contest to 
advertise its products. It advertises that a pair of shoes will be given free to one person 
out of every one hundred who sends in the largest list of words that can be made from 
the letters contained in the firm's trademark. No letter can be used twice, unless it 
occurs twice in the trademark. This form of advertising is becoming ancient, but that 
it is still effective is demonstrated by the hundreds of lists of names submitted daily to 
the shoe firm. Each prize winner is sent a coupon which entitles him to a pair of shoes 
at any one of the stores which handle the output of this firm. Of course, the manufac- 
turers reimburse the shoe dealer who gives a pair of shoes for one of their coupons. The 
contest is well advertised in the newspapers, and it creates a demand for that make of 
shoe, thus helping the dealer as well as the manufacturer. 

A TopsY Contest 

Scott & Company, Carbondale, Pa., had a contest which might be adopted by any 
merchant. They called it a Topsy contest, and with every purchase of 50 cents a Topsy 
ticket was given, which was to be filled out with the name and address and a guess at the 
number of pairs of Topsy hosiery which the firm would sell from July 1st to December 
25th. The prize was a horse, rubber tire buggy and harness, the whole valued at $200, 
and a picture of this rig was printed on the back of each ticket. Well-known gentlemen 
were selected as judges of the contest, and it was decided that if two or more persons 
made the estimate that should win the rig, it would be decided between them by mutual 
agreement. In order to give the guessers something to base their estimates upon, the 
firm added that during the corresponding period for the previous year they had sold 4254 
pairs of Topsy hosiery. 

A Guessing Contest 

De Young & Co., King street, Toronto, placed a gunpowder keg of coppers in their 
window with the announcement that every man who entered and left his name could 
guess at the number of coins. The first one to guess the correct number got the money. 
The barrel was silvered over, and a couple of holes in the side near the bottom, out of 
which the coppers flowed, showed that the barrel was an ordinary one without false bot- 
tom or other fake. The barrel remained in the window for a week, and the firm claim 
it was a great success. 

The object of using such a scheme is to secure a good mailing list that can be used 
for circularizing. Schemes of this nature also help to make people acquainted with the 
store who otherwise would pass it by every day without notice. 



160 HOW TO ADVERTISE A RETAIL STORE 

Prizes to Lucky Purchasers 

Summerfield's, Yazoo, Miss., recently gave away a $65.00 sewing machine, a $35.00 
rug and a $65.00 steel range. With every dollar's purchase a numbered ticket was given 
which entitled the holder to participate in the drawing. On a specified day duplicate 
numbers were shaken up in a box, and the first number drew the sewing machine, the 
second the range and the third the rug. They advertised that if the person holding the 
lucky number was not present the ticket would be held thirty days, after which time a 
new drawing would take place. 

Puzzle Advertisements 

Stewart Brothers, Pittsburg, Pa., publish a puzzle in connection with their advertise- 
ment, and the first person sending a correct answer is given a useful prize, which differs 
each week. 

This scheme not only popularizes the firm but it draws attention to the firm's announce- 
ments. Advertisements containing puzzles are eagerly looked forward to, and while many 
look for the advertisement for the purpose of trying to solve the puzzle the larger portion 
of them will read the advertisements also and talk about them, too. 

Dolls' Shirts Free 

There may be a hint in this. The Z. M. C. L, Ogden, Utah, on a certain day an- 
nounced that they would give away 300 dolls' shirts, made by the manufacturers of a 
certain brand of underwear. Every little girl in Ogden was asked to come with her 
mother, or some other grown-up person, bring her doll and get a shirt. The shoe dealer 
might distribute dolls' shoes in the same way. 

A Shetland Pony for Boys and Girls 

W. E. Davis & Company, Alliance, Ohio, oft'ered a Shetland pony as a prize. A 
ticket was given with every sale, and holders of tickets were allowed to guess at the weight 
of the pony, which was weighed on a certain day; and the nearest guesser of the weight 
on that day took the pony, which, however, was to be given only to a boy or girl less than 
18 years of age. All guessers over that age had to make their guesses in favor of some 
one within the age limit. 

To Secure Testimonials 

Edward Fennell, Havelock, Ontario, offered as a prize for the pair of shoes which 
had given the best and longest service a pair of $5 shoes. It enabled him to get some 
good stories of the shoes which he sold, and these specimens, left in the window with a 
full .account of the good service they had given, made a most excellent advertisement for 
the store, and was well worth the cost of the prize paid. 

This little scheme brought forth many testimonials as to the wearing qualities of the 
shoes sold by this firm. Clothiers, hatters and others could use this idea as well as the 
shoeman. 

A Piano Dealer's Scheme 

Here is a good scheme of a piano dealer. He advertises that he wants everybody in 
the city or country to find the number on their old piano or organ, and send it in with 
name and address. On a certain date the number of a new piano will be uncovered, and 
the person holding the old instrument whose number comes nearest to the number of 
this new piano takes the new one in exchange for the old one. There is no money pay- 
ment required. The idea is to advertise the new make of piano, and at the same time to 
get the name and address of possessors of undesirable instruments, with a view to making 
a trade with them later. 



SCHEMES THAT HAVE BROUGHT BUSINESS 161 

Pumpkins and Pumpkin Pies 

A. Appel & Company, Rockford, 111., held a pumpkin seed contest. They offered 
cash prizes for the six largest pumpkins, and one prize for the ugliest pumpkin. A very 
large number of pumpkins were sent in, weighing from 50 to 116 pounds each. Every 
exhibitor was given free a ticket entitling him to a dinner. After the pumpkins had been 
weighed and prizes awarded, a guessing contest was started, the prizes being shoes at 
$3.50, $2.50 and $2 a pair, to the ones who guessed the nearest to the correct number of 
seeds in the biggest pumpkin. Two weeks later a pumpkin pie contest was held, offering 
prizes to servants or cook maids of the city, prizes being given for the best pies. Each 
pie received at the store was purchased by the concern at 10 cents. There were thirteen 
cash prizes awarded in this contest, and the next day there was a free distribution of 
pies to the newsboys of the city. The scheme was a most successful one, and resulted 
in a large amount of good advertising for the firm. 

Free Photographs 

Here is another good idea: The Brooks Clothing Company, Simcoe, Ont., announce 
that they will give a cabinet photo of himself to every boy who buys a suit of clothes from 
them, the photo to be taken showing the boy with his new clothes on. 

Arrangements were made with a photographer who agreed to take these photos at a 
merely nominal figure. The scheme advertised the photographer's studio as well as the 
clothier and at the same time brought him in handsome returns, for nearly every one 
wanted more than the one photograph and usually ordered a dozen at the regular rates. 

Mutilated Coins 

A Missouri grocer took three new silver coins — a dime, a quarter and a half-dollar — 
and stamped his initials on each one. He then put these in circulation through separate 
channels. After a week he took liberal space in the daily papers and advertised to give 
ten dollars in gold for the return of each one of the coins. The consequence was that he 
had everybody for miles around examining their money. He claimed that every time a 
man, woman or child in his territory came into possession of coins of this denomination 
they at once looked for the initials, and while doing so unconsciously thought of his store. 
The rather strange part of it is that, although this offer has been made for nearly a year, 
not one of the coins has been returned. 

Encouraging Sports 

A. L. Johnson & Co., Leeds, N. D., during the fair recently held at that place, offered 
a pair of $5.00 shoes to the baseball player making the first score in a game played on the 
local grounds. 

A Good Scheme 

A firm recently celebrated their thirtieth anniversary in a royal manner. In their 
newspaper advertisements they announced that they would give away in presents to 
their patrons during the next thirty days, "a safe full of money," in sums ranging from 
$1 to $50. Money galore — crisp new bills fresh from the treasury — was alluringly dis- 
played on small stands in their windows, together with long envelopes printed as follows: 

"Our Birthday Gift 

"This envelope contains money. We tender you this gift cheerfully, to show our 
appreciation of your patronage and support in helping us to grow from a small store to 
the largest exclusive clothing establishment in the State." 

Every purchaser of a suit or an overcoat at this store during the time specified was 
given one of these envelopes, sealed and picked at random from the heap. He expe- 



162 



HOW TO ADVERTISE A RETAIL STORE 



rienced the thrill of the gamester as to whether the prize he drew would prove to be an I 
or an L, as the size of the prize was in no way dependent on the price of the garment. 
Each $500 given away was divided as follows: One $50 bill, three $20 bills, four $10 bills, 
ten $5 bills, fifty $2 bills, two hundred $1 bills. It was announced that $15,000 in all 
would be distributed in this manner. Talk as you like, there is nothing that has the 
pulling power of money. It transcends everything else as a window attraction, and there 
is small doubt but what this scheme brought grist to the mill. 



Package Slips 

Nebe Brothers, Atlantic, Iowa, place in every package which leaves their store a slip 
about 3 by 7 inches, which gives the customers an exact idea of what they will and what 
they will not do, and which they find of material benefit to them. One side of the 
card reads: 



THANK YOU 

We take great pleasure in thanking you for your patronage. 
We believe the goods which you have bought of us will give entire 
satisfaction, and that you will come again when in need of anything 
in our line. However, if for any reason you are not perfectly satis- 
fied with your purchase, we ask, as a favor, that you report to us at 
once, so that we may adjust the matter to your entire satisfaction. 
We want you to make this store your store. We want you to feel 
that when we show you a shoe or recommend an article you can 
rely upon it. That makes customers that bring other customers. 
Again we thank you for your trade. 

Yours very sincerely, 

NEBE BROS. 



The other side of the card has upon it the following "by-laws, 
with interest: 



which will be read 



1. Our time, labor and experience, will be devoted to catering to 
your requirements. 

2. No eflPort will be made to force a sale. See that you are per- 
fectly suited. 

3. Complaints will be heard with patience. Our best judg- 
ment will prevail towards rectifying errors. 

4. Our advice will be given with no selfish interest. To enlarge 
our business, sincerity will not be spared. 

5. Our warrant will be given as a sacred obligation. 



A Pair of Shoes Given Away Every Monday 

E. Kepler, Peoria, 111., gives away a pair of shoes every Monday morning. Every- 
body, whether a customer or not, is invited to call at the store and receive a number; 
and the holder of the right number gets the shoes when the drawing is made. 



SCHEMES THAT HAVE BROUGHT BUSINESS 163 

A Voting Contest 

W. B. McClellan, Holliston, Mass., is running a bicycle voting contest. Every 
ten-cent cash purchase entitles the customer to one vote as to what girl over twelve 
years old shall receive this $20 bicycle. He publishes every week a list showing the 
number of votes standing to the credit of each contestant, and he finds it a good adver- 
tisement. 

A Dispossess Sale 

Stout's Factory Shoe Store, Indianapolis, is running a "dispossess sale" which 
they advertise by a formidable looking fac-simile of a legal document, a writ of dispos- 
sess against Jane Oxford, George Oxford, Sam Lace and Mary Lace to vacate premises 
forthwith for non-payment of rent. The scheme is ingenious and original, and is 
working well. 

Crisp One Dollar Bills to Customers 

The Davis-Alderson Company, Bristol, Tenn., give to each customer for each 
fifty cents paid on account, or for a cash purchase, one numbered ticket, keeping the 
coupon, which bears the same number in duplicate. On a certain day, a disinterested 
party will draw out one of the retained coupons, and the holder of the ticket having 
the corresponding number will get ten crisp one dollar bills. 

Souvenirs at Special Hours 

A department store in Los Angeles gave away souvenirs between eight and nine- 
thirty each day in the last week of February. The souvenirs were given each day, 
and special sales were held at the same hour. 

This is a good idea for drawing crowds in the morning, thus relieving the congestion 
of customers in the afternoon. 

How TO Wash a Shirt 

Attached to every shirt sold by one firm are instructions for washing the garment. 
The instructions run as follows: "To prevent this shirt from shrinking and to keep the 
colors bright, wash in warm water, don't boil, hang from shoulders and dry rapidly. 
Rinse the soap out thoroughly." Information of so useful a nature ought to be appre- 
ciated by buyers, and we trust is duly respected by the washerwoman. 

The dry goods merchants could easily use a little booklet telling how each class of 
goods should be washed. Such information would be treasured and the advertisement 
lasting. 

Every Twentieth Purchase Free 

Eben S. Baird & Company, Columbus, Ohio, advertised to give away every twen- 
tieth purchase. This looks more than it really is. Take your day's sales and figure 
out just what it would have been. The twentieth sale might have been five cents or 
it might have been $50. But more likely it would have been an amount that would 
about equal that of the average sale you made. 

Ten Dollars for a Name 

Gabell & Company, Altoona, Pa., offer a $10 prize for the best name for their 
special $3.50 shoes for men. The contest is open to all, whether patrons of the store 
or not. 

This is an old but ever interesting scheme that usually brings forth many responses. 



164 HOW TO ADVERTISE A RETAIL STORE 

Guessing Postal Receipts 

The Miami Shoe Company, Hamilton, Ohio, sent out in an envelope a circular 
and estimate blank. This estimate blank was good for one estimate of the total postal 
receipts at the Hamilton postoffice for the month of June, the contest to close 
May 31st; and to the person making the nearest correct estimate the shoe company 
gave a high-grade, upright, mahogany finished piano. One of these estimate blanks 
was given with every fifteen-cent purchase at their store, and two blanks were given when 
the purchase was of Uncle Sam shoes. Extra estimate blanks were sold at the store 
at the rate of five for twenty-five cents. The company advertised: "You can buy as 
many of these certificates as you like, and anybody can use them; but only our 
customers get them free." 

This is one way of getting back some of the cost of the prize. This scheme savors 
more of a lottery than most of them do. 

Feeds His Clerks 

The value of good salesmen in contributing to the success of any business cannot 
be overestimated, and the plan adopted by one firm to increase the efficiency of their 
clerks is intended to strike right at the root of the matter. Once every year a supper 
is provided by the firm at one of the leading hotels, to which all their salesmen are 
invited. After dinner, speeches and toasts are in order, and then the balance of the 
evening is devoted to a talk by some business building expert on the principles and art 
of salesmanship. At its close, the clerks are invited to freely ask questions, and offer 
suggestions or criticisms. Good salesmen, doubtless, like poets, to a certain extent 
are born, not made; yet the best as well as the poorest cannot fail to profit by the sug- 
gestions offered. The management of the company is so impressed with the import- 
ance of training its clerks along the lines suggested by one business expert that they 
have arranged for fifty of their employees to make a special study of the principles of 
scientific salesmanship under his guidance. 

Cigar Pockets as Premiums 

A Boston druggist is giving away cigar pockets on the coupon plan. These pockets 
are made of genuine seal leather, calf lined. Coupons are given with every twenty- 
five cent purchase, and twenty-five coupons, if presented before a certain date, entitle 
the holder to one of these pockets. 

An Auction Sale Idea 

This novel idea was made use of by a firm to get customers interested in their 
custom department. They displayed in one window a line of fall suitings, about half- 
a-dozen desirable patterns being shown, with the price per suit, the patterns being 
marked "Style A," "Style B," etc. They then announced an auction sale on these 
goods in this fashion. Any one who wished might put in a bid, for any amount he de- 
sired, for a suit from any one of the patterns shown. These bids were to be deposited 
in a box in the store, which was to be opened on a certain date, when the highest bidder 
on each pattern shown would be given a suit, made to his measure from the pattern 
designated, for the price stated in his bid. But one bid was allowed to one person, 
but a cordial invitation was extended to all to step inside and examine the different 
goods before putting in a bid, and to find out the full particulars of the scheme. The 
thing was well advertised, and one of the best clerks in the establishment was detailed 
to explain matters and show the goods. The full pulling power of the scheme as an 
advertisement lay in this. It drew new people into the store to look at the goods, when 
the clerk in attendance always adroitly managed, before the caller departed, to so clev- 
erly demonstrate the superior fit, workmanship and quality of his firm's clothing that 
the casual visitor, in many cases, became a customer. 



SCHEMES THAT HAVE BROUGHT BUSINESS 165 

An Animated Window 

"Uncle Sam" and a blackboard were the center of attraction in a clothing store 
window some time ago. "Uncle Sam" was a clever chap made up to resemble the 
cartoons familiar to all; red and white striped trousers, vest adorned with stars, blue 
swallow-tail coat and plug hat of grotesque pattern. The crowd attracted was much 
interested in what he wrote on the blackboard, which consisted of pointers about the 
firm's goods, interspersed with amusing personalities and skits on local events or hap- 
penings of general interest. He was a clever crayon artist, too, and occasionally varied 
the performance by lightning sketches of well-known characters. In all he managed 
to hold a good-sized crowd, for an hour or two, and as fast as one lot moved on another 
took its place. 

A Doll Show 

A Joilet dealer has been holding a doll show. A watch was given for the most 
popular handsome doll, and a pair of fine shoes for the most popular comic doll. The 
prizes were voted for on ballots published in the dealer's advertisement. Another 
prize was for the neatest and most completely dressed doll. A pretty souvenir was 
given to every girl who had a doll in the show. 

Puzzle Advertisements Again 

Stuart Brothers, furniture dealers, Columbus, Ohio, printed an advertisement in 
which the name of the firm appeared in a very large number of styles of type, and in 
a mixed-up condition which closely resembled what printers call "pi." They offered 
a prize to the person who should first present at the store this advertisement, cut from 
the paper, with the correct number of times in which the name was printed in the adver- 
tisement. More than 1,300 contestants took part. Another puzzle for which they 
offered a prize received a total of nearly 1,500 answers, each brought to the store per- 
sonally by a contestant. This is certainly an effective way of bringing people to the 
store, and the firm found that it stimulated buying. 

One Purchase in Every Hundred Free 

A Newark clothing dealer numbers all his cash sale receipts, and, as fast as he gets 
one hundred of them, he draws a number and refunds the amount of that cash sale. For 
instance, as soon as sale No. 600 is recorded, a number is drawn. Suppose it to be 
No. 527; he will then refund to the holder of cash receipt No. 527 the total amount of 
that receipt, taking his name and address, which is printed, with full particulars, in his 
advertisement in the daily newspaper, and is afterward added to the list which appears 
in a prominent place— somewhere in his store and at other times in his store window — 
explaining the system. He claims that it has more than paid for itself, for the adver- 
tisement seldom costs one and one-half per cent., and frequently only one-half of one 
per cent., and he considers it an excellent advertisement for the cost. 

Guess at What Time the Watch Will Stop 

The following plan was adopted by a newspaper to make people talk about the 
publication. Two watches for boys and girls were put in the window, and by means 
of attractively worded window cards and newspaper space it was announced that the 
watches would be presented to the boy and the girl registering the best guess as to the 
time the watches would stop running. It was announced the day the watch would be 
wound, but no hour was mentioned. The contest was purely a guess, and no condition 
of any kind was attached to the offer. Great interest was aroused by the scheme, and 
the boys and girls in the entire town were full of enthusiasm, and their parents worked 
up to almost the same pitch of excitement until the contest was finally closed and the 
watches handed to the best guessers. 



166 HOW TO ADVERTISE A RETAIL STORE 

An Autumn Display 

A very striking autumn window was arranged as follows : All the price tickets were 
exact imitation, in shape and color, of autumn leaves, and were stuck in the buttonhole 
of the coat. A huge autumn leaf was suspended in the middle of the window, lettered 
in gold, "Autumn Styles." A border of autumn leaves was pasted just inside the glass, 
and in the background a great number were suspended from boughs by fine threads, 
and kept in motion by concealed electric fans, so that they resembled a shower of falling 
leaves, the floor being strewn thickly with leaves to heighten the illusion. The reflec- 
tion in the big mirrors in the back gave a fine effect after night. 

To Sell School Suits 

Just about the time of the fall opening of the schools one firm had a large window 
showing of boys' school suits. Suspended high above were two lines of wooden blocks, 
forming letters each about a foot square, arranged to spell "Blank's School Suits." 
Down each side and across the bottom of the window pictures from familiar nursery 
tales were pasted just inside the glass — "Jack the Giant Killer," "Mother Goose," 
etc. A pile of ancient school-books, evidently the property of the "oldest inhabitant," 
occupied the center, bearing a placard "Knowledge Is Power." Some quill pens, an 
ancient ink-horn, and a couple of formidable-looking birch rods, gentle reminders of 
the discipline considered wholesome for our forefathers, rested in front of the pile. 

Amateur Cartoons 

Mr. McKee, who runs a cash store at Phoenix, Ariz., is giving prizes for the best 
cartoons illustrating the advantages of trading at his store. These cartoons are being 
published in the local newspapers. 

A credit store could also use this idea to advantage, the cartoons to be in favor of 
the credit plan. 

A Snow Man 

In a Canadian town, a live merchant took advantage of a heavy fall of snow to 
advertise his winter overcoats. He hired a number of small boys to construct a mam- 
moth snow man in front of his establishment. A careful sponging over with water 
glazed the surface and the image soon became hardened and lasted for a long time. A 
fur cap was perched on the head, while the outstretched hand held a big placard, read- 
ing, "If you want to keep from freezing better invest in one of Blank & Go's splendid 
winter ulsters or overcoats." The image was eloquent with the awful meaning of the 
fate likely to befall those who failed to safeguard themselves as suggested. 

An Appropriate Sign 

One large store has added a unique sign this fall. Big wooden letters, formed 
apparently of scantling and stained a dark color to give them a rustic appearance, 
extend clear across the front of the store, just above the first story, forming the word 
"Overcoats." Each letter is about three feet in length. Dashes of white cement on 
the tops and angles of the letters give the illusion of a recent snowstorm, and the whole 
thing is striking and appropriate. 

For a Thanksgiving Window 

Any merchant could utilize a large wish-bone in his window at Thanksgiving time. 
It could be made of wood and covered with a bufl'-colored mercerized material, puffed. 
A card might be used bearing the following: 

"What do you wish? 
We wish you would come in and see our lines of ." 



SCHEMES THAT HAVE BROUGHT BUSINESS 167 

A Measuring Bee 

This novel offer was made by a firm during the dull season, in an effort to enliven 
their trade. They advertised to hold a "Measuring Bee" on a certain date. Men of 
eighteen years of age and over were invited to call at their store at any hour of the day 
or evening and be measured for height and girth. The tallest man and the shortest 
man, the stoutest and the slimmest, would each be given a pair of $5 trousers free, 
while all who struck the happy medium in height and girth between these extremes 
would be given a discount card, good for thirty days from date, entitling them to a 
reduction of 25 per cent, on any purchase of clothing at their store. For instance, if 
the shortest man measured 4 feet 10 inches, and the tallest 6 feet 2, the slimmest 24 inches 
and the stoutest 44 inches, the medium size would be 5 feet 6 inches in height and 34 inches 
girth. Two clerks were detailed to do the measuring, and the name, address and size of 
each contestant were recorded on a card and dropped in a box. The cards were carefully 
gone over, and the results announced the following Monday. The date selected fell on 
a Saturday, as such a proposition is more likely to interest the average man on pay day. 
A special effort was made to interest those who touched neither extreme in size, and a 
big placard in the window announced: "Step in and let us take your measure. If you 
are of the average size it may mean $5 or $10 in your pocket. If you reach either extreme 
in height or girth, you may become the possessor of a pair of our $5 trousers free, of which 
we are showing such splendid values. Not necessary to purchase anything, just come 
in and let us size you up." A great number of circulars fully explaining the scheme, and 
incidentally containing good advertisements of their clothing, were widely distributed, 
and the novelty of the idea seemed to strike the fancy of the usual big Saturday night 
crowd, for numbers stepped in to watch the fun, and, as a matter of course, looked over 
the goods displayed before leaving, and usually found something in the way of shirts, 
collars, ties, etc., that they needed. 

A Novel Idea 

It should not be forgotten that the women of the family have oftentimes a word to 
say in regard to the purchase of their male relatives' wearing apparel, and sometimes 
some scheme that includes or appeals especially to them is likely to prove a shrewd move. 
The following has features that will appeal to the feminine contingent, while its novelty 
gives it value. Advertise that every woman who makes a purchase at your store during a 
certain month will be given a card on which to record the date, the hour and the minute 
when the sale was made, also her name and address. Every woman who accompanies a 
male friend when the latter makes a purchase will receive a ticket to be filled out in the 
same way. These tickets, as soon as filled out, are dropped in a box in the store. At the 
end of the month a responsible party is named to draw one number from each of three 
different sets of numbers, the first representing the day of the month, the second the hour 
and the third the minute. For instance, if the month selected were October, the first 
set would include the numbers from 1 to 31, with Sundays omitted; the second set, from 
1 to 12, neither a. m. nor p. m. being designated; the third set — the minutes — would run 
from 1 to 60. If the numbers drawn in their order were 15, 9, 27, the winning time 
would be announced as 27 minutes past 9 o'clock, October 15th. The three persons the 
time on whose cards is found to approximate nearest to this time should be announced as 
winners of the prizes offered. Monthly drawings could be conducted in this way as long 
as the scheme is found to pay. This scheme is also likely to prove equally attractive for 
male customers. 

Guess for a House and Lot 

A Pittsburg dealer advertised that he would give away a house and lot valued at 
$1,450 to the best guesser of the total vote in the last Presidential election. Every pur- 
chaser of merchandise at his store had the privilege of guessing. The prize was of con- 
siderable value and could only be used by a large dealer in a large city. 



168 HOW TO ADVERTISE A RETAIL STORE 

A Clever Gift Scheme 

The Baltimore Shoe Store, Limited, New Orleans, La., used a scheme which is 
explained fully in the following circular which they sent out in large numbers : 

To Our Friends and Patrons: — 

As an advertisement and as an effort to bring the Baltimore Shoe 
Store again before your notice, we are going to offer our friends and patrons 
a chance to start the New Year "Decked Out and Out" absolutely free of 
any cost. 

Here is our proposition in a nutshell. 

Every person making a purchase in our store of $1 .50 or over, between 
this date and Dec. 30th, 1906, will be given a sales slip of which we will keep 
a copy. On this slip and copy your name and address will be written. 

Monday, Jan. 1st, 1907, at 10.30 A. M. Sharp, the copies will be 
placed in a box, shaken up and one taken out by chance. The person 
whose name and address is on it will be given an order for a Twenty Dollar 
Suit, a $3.50 Stetson Hat, and the money paid for the shoes will be refunded. 
The order will be given on any clothier in the city. It will be mailed. 

The only condition attached is: The lucky person will be required 
to give us a receipt before our notary, attesting receipt of the order, Suit, 
Hat and refunded money. Also attesting to the "Squareness of the trans- 
action." This is in protection to ourselves. 

You are also invited to witness everything yourself Jan. 1st, 1907. 

Thanking you for the year's past favors, wishing you a Merry Christ- 
mas, and wishing that you will be the lucky person. 
We beg to remain. 

Respectfully Yours, 

Baltimore Shoe Store, Limited. 
P. S. We keep open evenings 8 p. m.; Saturdays 11 p. m. 

Theater Tickets Free 

"Our tenth birthday. Two theater tickets to every tenth customer at our store to- 
day. No matter whether your purchase is large or small, if you happen to be tenth pur- 
chaser you will be given two tickets free for the Saturday evening performance at the 
Empire Theater. If you happen to be the hundredth customer, you will be given one of 
our splendid $20 suits free. Come in and try your luck." This was the way in which 
one merchant celebrated his tenth anniversary. 

For a Hatter's Window 

A Hallowe'en hat window showed a skull, a big, fresh-looking cabbage, and a pump- 
kin hollowed out and cut in the regulation manner, with a light inside. These were 
placarded respectively, in the order mentioned: "This head once wore a hat;" "This 
head never wore a hat;" "This head does not look well in a hat. You wear a hat and 
want one that you will look well in. You will find just what you want in the splendid 
line of hats we carry." 

A Cure for Colds 

In one city a man was posted on each of several busy thoroughfares one cold Satur- 
day evening late last autumn, with a satchel filled with little wooden boxes, like those 
used as receptacles for pills, labeled, "The greatest thing on earth for the prevention 
of coughs and colds." These boxes were distributed gratuitously to every male passer-by. 
On opening, instead of the tablets the recipient naturally expected to find, a small cir- 
cular was disclosed, extolling the merits of the winter ulsters and overcoats sold by a local 
clothing firm. 



SCHEMES THAT HAVE BROUGHT BUSINESS 169 

A Guide Map 

On the back of their stationery, and in their fall announcements, one firm has printed 
a map of that section of the city in which their store is located, showing the streets and 
location of neighboring hotels, banks, churches and other large business houses. An 
illustration of their own store marks its site, and underneath is printed, "Here we are, 
ready for business." Around the border in red ink are such phrases as the follow- 
ing: "Service Prompt," "Prices Low," "Pleased Customers," "Distinctive Styles," 
"Is Not This Worth Looking Into.-^" "Note Our Location and Join the Procession." 

This is an excellent idea and should be valuable advertising. It is not everyone who 
is bold enough to stop a "copper" and ask him the directions to some store. 

A Window Card 

A scroll-shaped sign in a hat window read: 

"To whom it may concern: 

This is to certify that I have 

Found Blank's $2 Derby Hats 

The best value in Boston. 

Judge Wise." 
A large red seal in the left-hand corner gave the whole an air official. 

A Football Folder 

In a locality where enthusiasm over football runs high, a firm of clothiers made very 
effective use of this fact in their advertising. They issued a folder, the outside pages of 
which contained their advertisements, while the inside was devoted to a burlesque ac- 
count of a foot-ball match between Blank Brothers — their own firm— and the "Way- 
backs." The players on Blank Brothers' team were given as "Wearwell," "Fitwell," 
"Quality" "Up-to-date," "Style," etc.; those of the "Waybacks" as "Shoddy," "Mis- 
fit," "Half -cotton," etc. The report of the game showed that the "Waybacks" were 
badly beaten, while the success of the Blank Brothers was mainly due to "Fitwell," right 
tackle; "Style," left tackle; and "Quality," center. 

This scheme will add customers to a store's list in a village community, but is not 
calculated to appeal to a cultured audience. 

Bachelors' Comfort Bags 

At the beginning of the vacation season a clothing firm got out for distribution what 
they called "Bachelors' Comfort Bags." The bags were tough manila envelopes bearing 
their name, and containing a few needles, a small packet of thread and some shirt, collar 
and trousers' buttons. A slip was also enclosed in each, descriptive of their specialties 
in summer clothing. 

Will Your Name Fit.? 

Frequently the name of a firm is such as to lend itself happily to "catchy" advertising. 
Thus a merchant named Bell has all his window placards in the shape of bells, artistic 
in color and design. At Christmas and Easter timely windows were shown with a number 
of violet and white tissue paper bells suspended overhead, and a group of children, gowned 
as choir boys, ringing these with violet and white silken cords. Buck Bros, issue a store 
paper which they have wittily named Buck's Shot. A Mr. Hart uses heart-shaped placards 
headed "Hart to heart talks," and has for free distribution a number of little heart-shaped 
cards of red celluloid, with a pocket inside containing court plaster, and the inscription, 
"I heal all wounds save those of love." These little souvenirs are much sought after by 
young men patrons. As a rather remarkable instance of this kind, a merchant whose 
Christian name is Otto C. makes use of it as a sort of catch phrase, thus: "You Otto C. 
Blank's new line of spring suits before buying elsewhere." 



170 HOW TO ADVERTISE A RETAIL STORE 

Clipped Advertisements 

A. C. Smith, Thamesville, Ont., tried the following scheme with success. He says: 
"For a couple of months previous to a fair, which was held here a short time since, we 
advertised extensively that for the largest and neatest collection of our 'ads,' no two alike, 
clipped from local papers and neatly pasted on ordinary manila paper, either in sheet or 
book form, we would offer a certain prize. In all we gave three prizes, each one being 
well worth striving for. The effect was most gratifying. By the way, each collection 
was to be prominently displayed at the fair. Many who were regular customers and many 
who were not customers entered the contest. At the hall, the display of our 'ads' cov- 
ered one side of the building, and gave the name Great Publicity, and we found that 
those who under ordinary conditions would not bother reading an ' ad ' had their curi- 
osity aroused and read several advertisements, just to 'apparently' compare them. 

"But this was not the only benefit derived. Those who saved the 'ads,' of course, 
read them. The first thing they would look for after receiving the paper would be our 
advertisement. We gained a number of new customers through this scheme." 

A Five Per Cent. Discount Scheme 

Another firm had manila envelopes printed with a small space on one side for the 
name of purchaser, date and amount of purchase, and a cut of one of their most popular 
suits. On the other side was printed: "This envelope will entitle you to a discount of 
five cents on every dollar purchase if presented at our store within the next thirty days." 
These envelopes were filled with advertising matter and distributed in business offices 
and workshops throughout the city. 

How Many Seeds in the Pumpkin? 

George A. Wilson, "The Live Shoeman," La Salle, 111., held a guessing contest. A 
pumpkin was displayed in the window, and the contest opened September 26th, and closed 
October 7th — the day of the agricultural fair. Every one was invited to register a free 
guess as to the number of seeds in the pumpkin. The three nearest correct guesses won 
prizes. The seeds were counted in public on the last day of the contest. The first prize 
was a handsome drop-head sewing machine, the second a pair of Queen Quality shoes, 
and the third a pair of Wilson Special shoes. 

A Good Window Display 

A curtained recess in a big window, somewhat resembling the mysterious cabinet at 
a spiritualistic seance, and a sign in front reading, "The Seven Ages, with Apologies to 
Billie Shakespeare," drew a crowd of those returning from work about six o'clock the 
other evening, with the expectation of seeing "something doing." Presently the show 
began, and the spectators were treated to the following scenes, one after another: 
(1) The College Man, (2) The Business Man, (3) The Stock Broker, (4) The Millionaire, 
(5) The Society Man, (6) The Lover, (7) The Groom. There was a wait of but twenty 
seconds between each act, and as the curtains parted each time an appropriately dressed 
model was shown — ^thus the business man held a telephone in his hand, the stock broker 
the tape from the ticker, the millionaire a huge bag labeled "$, Frenzied Finance," the 
lover held a bunch of violets, while the groom gazed rapturously at a wedding ring. The 
originator of this project made the most of all its advertising possibilities, and the j^lacards 
shown with each scene also contained an announcement of some line of their goods with 
price, such as young men's suits, business suits, etc. Straw hats were displayed in an 
attractive manner by means of a lattice work of violet and white ribbons interlaced, in 
the back and sides of one window, the hats being stuck in the meshes of the ribbons. 
Another straw hat window had a live owl enclosed in a little straw-thatched house in the 
center of the window, bearing a sign, "Wise heads wear our hats." 



SCHEMES THAT HAVE BROUGHT BUSINESS 171 

Prize Packages 

H. L. Bendel, the leading clothier of Huntington, Ind., gave a unique sale a few years 
ago, that for genuine crowd-drawing eclipsed all previous efforts of this kind ever at- 
tempted by him. As a rule the month of July in the clothing business is the dullest 
month of the whole year, and to enliven business for a couple of days Mr. Bendel conceived 
the idea of giving to each person who would purchase goods to the amount of 25c or more 
on either of these two special sales days a sealed box containing a prize. He had 1,000 
boxes made, and put a prize in each box, guaranteeing that each prize would be worth 
not less than 25c and from that to 50c, $1, $2, and as high as $5 in merchandise useful 
for men's and boys' wear. 

Each box had a label or wrapper pasted over the same, upon which was printed 
"This prize will not be exchanged." The prizes consisted of articles that were sold in 
the store, such as neckties, suspenders, hosiery, hose supporters, handkerchiefs, cuff but- 
tons, etc., and for the larger articles a ticket was placed in the box, calling for a hat 
worth $1, a suit of underwear worth $2, boys' suit worth $3, pair of pants worth $5, etc. 

To say that the experiment was a success was putting it mildly, as Mr. Bendel showed 
the writer the 80 boxes remaining after the sale, and to have 920 customers come in one's 
store inside of two days, during the dullest month of the year, and make the sales on those 
two days amount to as large or larger than any two days in the busiest month of the year 
is enough to make any merchant feel that it is worth the effort when such results can be 
obtained. The scheme was advertised by means of small hand bills, as such printed 
matter is not allowed to pass through the mails. Also two large muslin signs were painted 
and put across both show windows for a couple of days before the sale. The muslin 
signs contained the following information : 

"Prize Packages Given Away Free, July 14th and July 15th. 
"We have placed a prize in each one of one thousand boxes and will 
give one to each customer who spends 25c or more at our store during 
these two days. We guarantee that no prize given out is worth less than 
25c, and from that to 50c, $1, $2, $3, $4 and $5 in merchandise useful for 
men's and boys' wear." 

Advertising a Book 

Herbert S. Stone & Company, publishers, of Chicago, use a very original method of 
advertising a book named "Brewster's Millions." Recently, for several days, an adver- 
tisement appeared in a Los Angeles, Cal., paper, reading: "Watch for the man with the 
hundred dollar bill." This was finally supplemented by an announcement that on a 
certain day, between 10 and 12 o'clock, a representative of the Hamburger Department 
Store in that city would be on a certain street, and would give a genuine one hundred 
dollar bill to the first man, woman, or child who asked him the question: "Are you the 
man with the hundred dollar bill.'^" The only condition was that the person who asked 
the question must have in plain sight at the time a copy of the book, "Brewster's Millions." 

A Living Picture Window 

A "living picture" window is one of the latest schemes adopted by a big firm famed 
as original advertisers. A corner window of their establishment is fitted up as a college 
students' room, with the customary trophies and pictures on the walls. One student 
reclines in an easy chair reading a newspaper, while two others sit at a breakfast table 
daintily set with china and tempting viands. The "living" part of the scene appears 
only in the evenings. Dressed in the latest style he takes his place opposite the figure 
at the breakfast table and carries on an animated conversation with his "Dummy" 
vis-a-vis, while a boy in white livery stands behind him and at intervals holds up different 
placards which give the salient points of the conversation, the main topic, of course, 
being the firm's suits for students and young men in general. 



172 HOW TO ADVERTISE A RETAIL STORE 

Dodge's Latest Dodge 

N. D, Dodge's latest dodge in booming the business of the Oklahoma Shoe Co., of 
Oklahoma City, of which he is manager and proprietor, is worthy of a full description 
here, that wide-awake merchants elsewhere may adopt it to their advantage. Mr. 
Dodge has had printed a very large number of cards, consecutively numbered, which 
read like this: 



No ORIGINAL 

10 of these cards, constituting a set, have been issued in the name of 



If every one of the ten cards are returned to us by other purchasers of 
shoes from our store, the above subscriber will be entitled, as a premium, 
to any pair of shoes he or she may select from our stocK FREE OF 
CHARGE when set has been completely returned. 

^he OKLAHOMA .SHOE CO. 

202 W. Main St. N. D. DODGE, Jr. Phone 2535 



As is stated upon them, ten such cards, numbered in rotation are issued to any cus- 
tomer who may desire them — -such customers who appear pleased and would like to try 
to get another pair of shoes as a premium for the sale of at least ten pairs through their 
introduction to us of ten other customers, each of whom presents a card at the time of 
purchase which in turn has been handed to them by the original purchaser in whose 
name cards were issued. Mr. Dodge claims for this scheme the following advantages: 

First — The securing of an accurate and valuable mailing list. 

Second — The free distribution of advertising matter. 

Third — The sure acknowledgment of value received in shoe leather by the person 
giving out the cards; his or her recommendation being the best possible form of adver- 
tising. 

Fourth — The demand resulting from reason No. 3, for "a pair the same as my friend 
got." 

Fifth — A corps of talking adherents and friends who must deliver the cards in order 
to win. 

Sixth — The cards must all be on file with us showing that purchases have been made 
on their delivery or premium cannot be obtained. 

Seventh — An endless chain feature. When Mrs. Smith returns the card given her by 
Mrs. Jones, we cite the conditions and Mrs. Smith is only too glad to try as Mrs. Jones, 
her friend, is doing. 

Eighth — The criticism that we cannot afford to give a pair free for every ten sold is 
not worthy of consideration simply because it doesn't happen. We believe that not 
more than one in three can possibly win, but that every one who will take a series of 
cards will get some success (for us) and will deliver all the cards, and from these we will 
receive at least one return and all the way up to nine returns. Therefore we can afford 
to give a pair free to those who are successful. 

Ninth — Increased business through the efforts of those handing out the cards. Our 
experience has been, so far, that many are induced to buy ahead of necessity or intentions 
by the influence. 

Tenth — We expect to have the Oklahoma Shoe Co. breathed into the ear of every 
local inhabitant within eight months. 



SCHEMES THAT HAVE BROUGHT BUSINESS 173 

Mr. Dodge's arguments are certainly very reasonable, and are based on actual expe- 
rience. It would seem that such a scheme would work out well in advertising the store 
and the goods at a very moderate expense, which would be fully justified by results. 

Dolls Free 

W. F. Miller, Fort Valley, Ga., gives the following account of a scheme he used to 
boom his business: 

"First, I bought a gross of large dolls, the very best I could buy at ten cents each; 
they were good, sightly dolls, and measured about eighteen inches in height. Then we 
had a half gross of a good, two-blade pocket knife, with a chain to it, that cost us eighty 
cents a dozen. Then we got our shoe department in order to do business. We advertised 
that we would give with each cash shoe purchase that amounted to $1.50 or over one of the 
dolls or knives. We had it advertised well and started the sale on Saturday, the 21st of 
October, and held it until Monday night, October 30th. I had a very attractive window 
display of the dolls, knives and shoes, which interested the children greatly. Then to 
add interest to the sale we got a large bisque doll, which cost us about $4.50, dressed it 
up in silk dress, shoes, hat, etc., and put it in the window to be given to the customer who 
bought the most pairs of shoes during the sale. We had all the business we could attend 
to with shoes. 

"Never before had we done as much shoe business in that length of time. We gave 
away all the knives and dolls. The man who got the large doll bought thirty pairs of 
shoes. There were several that bought as many as ten pairs, and lots of them that bought 
from seven pairs down. There was another customer, who was a good one of ours, 
who bought twenty pairs of shoes, and we thought so much of his business and the interest 
he took in the sale that we bought another doll after the sale and gave it to him. 

"I think the idea a good one, and I know it certainly paid us. We had competition, 
of course. One of our competitors put on a sale of shoes with a reduction of ten per cent, 
on everything in the house during our sale, but it did not seem to hurt us any, for as we 
said before, we had all we could do." 

Testimony like this as to the value of a scheme is worth considering. In this case 
the simple premiums offered proved more beneficial than a ten per cent, reduction on all 
goods sold. 

A Magazine Free for One Year 

C. P. Radford, Boonville, Ark., advertised that to every person purchasing $5,00 
worth of goods during a special sale which he conducted recently, he would give one 
year's subscription free to a well-known fashion magazine. In addition to this, one pat- 
tern would also be given free. 

The Most Popular Girl 

Alexander Eraser, Oldtown, Me., recently gave away three life-sized imported dolls 
to three little girls who had received the highest number of votes from his customers. 
A vote was allowed with each ten-cent purchase made in his store within a period of 
two months. The number of contestants was something over fifty, and during the time 
the contest ran there was considerable interest displayed throughout the community in 
which he does business. He found the plan increased his sales, and brought many new 
customers. He also gave away for a period of six months a gold ring free to every baby 
under one year old which was brought into his store. 

Testing Pulling Powers of Newspapers 

With a view to testing the powers of a Toronto evening paper as an advertising me- 
dium, D. C. Lochead, a Yonge Street tailor, recently adopted the plan of inserting at the 
bottom of his advertisement the words, "Cut this out and bring it with you and save 
5 per cent." 



174 



HOW TO ADVERTISE A RETAIL STORE 



Mind Reading 

Pinto Bros., men's furnishers, Broadway, New York, recently originated a little 
scheme that has given them a great deal of good advertising. It is said that the scheme 
comes from the fertile brain of Mr. Joseph Pinto, one of the members of the firm. 

Mr. Pinto is supposed to have an expert mind-reader in his employ, a young woman, 
by the way, to whom the will power, or mental capacity of the inquirer is of no conse- 
quence. Even distance imposes no handicap. He who holds the clue to the enigma 
may wager with absolute confidence that the seemingly impossible may be accomplished 
almost immediately by the Miss at the other end of the wire. Any one with a drop of 
sporting blood in his veins will show a willingness, if not an eagerness, to test her ability. 

The man who is prepared to subject his mental power to the strain is requested to 
choose a playing card. We will assume that he selected the ace of hearts. He is informed 
that he must not reveal his identity, but call Pinto Brothers on the phone. When he has 
the connection he is told to ask for Miss Brown, and inform her that he is thinking of a 
card. A feminine voice is heard shortly, and Miss Brown is prompt with the reply: 

"You are thinking of the ace of hearts, are you not.^" 

The inquirer will hang up the receiver with an expression of mingled delight and 
bewilderment on his countenance. 

The person who proposes the test is actually an accomplice of the young woman at 
Pinto's. While his friend is calling central and awaiting the connection, he casts a hur- 
ried glance at a card which contains the table here presented. Not having divulged the 
name of the young woman, he at once gives the one corresponding with the card chosen — 
Brown for the ace of hearts, and so on. 





Hearts 


Diamonds 


Spades 


Clubs 


1 


Brown 


Collins 


Adams 


Keenan 


2 


Burns 


Cummings 


Anderson 


Kellar 


3 


Baker 


Clark 


Alcott 


King 


4 


Bates 


Cleary 


Alexander 


Kennedy 


5 


Browning 


Clayton 


Allen 


Kerr 


6 


Bright 


Clements 


Allison 


Kessler 


7 


Briggs 


Clifford 


Andrews 


Keyser 


8 


Brooks 


Crocker 


Anristrong 


Kingman 


9 


Bock 


Coleman 


Arnold 


Kilpatrick 


10 


Becker 


Carrigan 


Armond 


Kirkman 


Jack 


Bennett 


Cook 


Ayers 


Knox 


Queen 


Bender 


Connor 


Atkinson 


Knight 


King 


Bell 


Connelly 


Ashton 


Hine 


Joker 


Smith 









SCHEMES THAT HAVE BROUGHT BUSINESS 175 

From the day of its introduction the device has brought a constantly increasing num- 
ber of inquiries, until the 'phone bell is working the day long. As most calls mean another 
man learning of the shop, the value of the trick from an advertising standpoint is apparent. 
The idea has been snapped up by haberdashers in other boroughs of the metropolis and 
in other cities, with equally good results. 

Naturally most people have no suspicions. The few who do and require a second 
trial may be further perplexed by the news that another young woman in the place is 
endowed with the same strange gift, and when another card is selected the proper name 
is given. 

An Old Table 

Allen, Stephenson & Co., Knoxville, Tenn., had a good deal of fun and got some 
advertising out of a little hoax they used recently. On the back of an ordinary business 
card was printed the following: 

"All residents of the city, as well as visitors, will doubtless be much interested in the 
old table which we have on exhibition at our furniture store, 322 and 324 Gay street. 
We have had the table on exhibition for the past twelve months, and it has been examined 
by thousands of visitors, as well as residents of the city during that time. There is no 
doubt of its rare antiquity, which is admitted by all scientists who have examined it, 
although, naturally, there is considerable doubt as to its origin, and the maker's name 
will probably never be known. The researches of several scientists have shown that 
such tables were manufactured as early as 100 a.d. It is known, for example, that one 
Nichomachus, a Greek, constructed some such a table in the year mentioned. This was 
said to have been made of rare woods, dovetailed together in a way that gave it something 
the appearance of a modern checker-board. Another table of which historians have 
taken note was either made or owned by Victorias, in the year 456 a.d. This particular 
table is believed to ante-date either of these, and has proved one of the greatest curiosities 
that has ever been viewed in this city. It is considered too valuable to keep in the main 
salesrooms, and is placed in one of the rooms on an upper floor, and is always shown 
visitors by a member of the firm in person. The table is not for sale, but we have arranged 
to give or send to all inquirers an engraving or reprint showing the table just as it appears 
to-day." 

When any one called at the store to inspect this great curiosity (and many people 
called daily) they were escorted to an upper room by a member of the firm. With a 
good deal of ceremony, a cloth was removed and the visitors were permitted to behold 
the wonder. It proved to be a copy of the Multiplication Table. 

Small Doses 

A Boston druggist announces that he will open bottles and sell any amount of a patent 
medicine, from two ounces up. He is a cutter from Cutters ville, as this latest move 
shows. Not content with cutting prices, he now offers to cut the bottle in two. 

Such a scheme is bad. To cut the prices on standard remedies is bad enough, but to 
open the bottle and sell a portion of it is worse. The idea is too mean and small for 
any self-respecting druggist to use and is offered here as an object lesson, showing what 
not to do. It has no merit whatever. 

Dollars Worth $1.05 

An enterprising merchant is distributing broadcast small round labels, the exact size 
of a silver dollar, and, besides their advertisement, printed on it is this novel and some- 
times interesting information: "Paste this sticker on one side of a dollar, and it will be 
received at our store for $1.05 in goods." 

This is not a bad way to offer a five per cent, discount and should result in bringing 
new customers to the store making the offer. 



1 



176 HOW TO ADVERTISE A RETAIL STORE 

A Scramble for Live Pigeons 

A sensational scheme sometimes adds business and often brings much notoriety if 
not real advertising to a store. The Davis & Waters Company, Waterloo, Iowa, made 
use of a novel scheme which is explained in the following newspaper item: 

This progressive firm is not content to do as others do, but continually "do things 
different." In talking to a representative of the Reporter this morning, they gave it out 
that at 4:00 o'clock Thursday, February 18th, they will let go from the second story of 
their big store on Commercial Street, twelve live pigeons. Each bird will carry a card 
securely tied to it, on which will be written the name of some article of merchandise. 

The card will be large enough to impede the speed of the bird and it will come to 
the street below, and the person securing the bird and card will be given absolutely free 
the article marked thereon. There's no other condition, so we take it for granted that 
all are invited to be on Commercial Street Thursday afternoon at 4:00 o'clock to see 
and participate in catching these live pigeons. 

These are the Articles which will Be Given Away 

7 yards of dress goods, regular $1.00 quality, $7.00. 

1 Smyrna rug, $2.50. 

^^ yards fine table damask, $1.00 quality, $2.50. 

TW. B. Corset, any size, $1.00 quality, $1.00. 

1 suit men's best Balbriggan underwear, $1.00. 

1 lady's 26-inch umbrella, $3.25. 

2 fringed bleached linen towels, 50c each, $1.00. 
1 pair lady's kid gloves, any size, $1.50. 

1 pair hose supporters, 50c. 

1 heavy Marseilles bed spread, $1.50. 

10 yards novelty wash goods, at 19c yd., $1.90. 

1 pair Brussels net lace curtains, $5.00. 

A Sensational Advertising Scheme 

During the progress of the twenty-mile Marathon run, which started at Evanston, 
111., and ended at the Washington Park race track, Chicago, the Imperial Shirt & Hat 
Company, proprietors of six Chicago stores, perpetrated one of the cleverest advertising 
schemes of the season. During the latter part of Saturday afternoon expectant crowds 
lined the Chicago streets over which the Marathon runners were to go. At Washington 
Park twenty thousand people had assembled to witness the finish of the race. About 
ten minutes before the first runner in the road race made his appearance at the north end 
of the city, a man clad in the regulation running costume started at the north end of 
Lincoln Park. On the front of his athletic shirt was a large letter "I" and on his back 
was pinned a banner, reading: "Ahead of Them All. Imperial Shirt & Hat Company." 
He raced down through the cheering crowds in Lincoln Park, across the river and down 
Michigan Avenue. Out at Twelfth street two of the officials of the Imperial Shirt & 
Hat Company, who had followed the runner in a carriage, picked him up and drove with 
him almost to the entrance of Washington Park, where he got out of the rig and, running, 
followed the course of the race into the grounds. The crowds in the grand stand burst 
into cheers as they saw what they supposed was the winner of the long run. As he ap- 
proached down the track they could not see the banner pinned to his back. The leader 
of the band, noticing the "I" on the runner's breast, took him to be the representative of 
the Illinois Athletic Club and the band struck up "My Illinois," while the 20,000 people 
cheered. After the runner passed the grand stand, and the officials of the race were 
able to see the sign pinned to his back, he was chased from the track, but he had accom- 
plished his purpose. For the rest of the afternoon and until the last tired runner was in, 
the Imperial Shirt & Hat Company and their clever hoax were the main subjects of 
conversation in Washington Park. 



SCHEMES THAT HAVE BROUGHT BUSINESS 177 

An Old Scheme Revised 

The accompanying advertisement explains itself. It is a new variation of an old 
scheme that has been used a good deal but still seems popular. The usual way of deter- 
mining the free day in sales of this kind has been to write numbers from one to thirty 

i 



I ONE FREE DAY 

i jie- In The Great 43 Days' Sale, ^n 



One dav's sales to our customers. 



^ The great 43 days' sale began Saturday, August 20 and will end October 8. y 

® Trade with us. You may get a bill of goods free if your purchase was made on the free day, J^ 

^ which will be named at the end of the 43 days. You will then be entitled to that amount of goods ^ 

^ over again, of anything in the store. V 

^ The free day will be arrived at by takini; the total sales of the 43 days and dividing that amount by the number ^ 

^ of days, 43, and the day's sales nearest to this amount will be given free to our customers who have purchased goods %| 

^ to the amount of $2 or more. Be sure to keep your sale ticket. We give you the duplicate sale ticket, the original S 

^ is kept on file at the store. The 43 days' sale ends October 8. Remember you have one chance in 43 of getting a t? 

^ bill of Goods free. ^ 

S Remember we Make Closing Out Prices on Everything. ^ 

i i 

g L. L. LOSTUTTER iroquois, south Dakota. fjugo L. ScHultz, Manager. § 

upon cards and seal them up in envelopes. Then one of the thirty envelopes is selected 
and locked up in a safe. The remaining ones are burned, so of course no one knows 
what the number is that has been chosen. Under that system the free day might fall 
upon Saturday or some other day when the sales would be unusually large. By using 
the plan explained in this advertisement, the free day must be one on which the sales 
were about normal. 

The idea of restricting the purchase price to be refunded to sales amounting to $2 or 
more is good because it is an incentive to larger purchases. It also reduces the amount 
to be refunded materially and at the same time does not detract from the idea one iota. 

Free Street Cars 

Blass' Department Store in Little Rock, Ark., conducted a big sale during which it 
chartered a number of street cars and put big banners on them announcing free trans- 
portation to and from the sale. The cars ran over their regular routes in the same man- 
ner as usual except that no fares were collected. 

A Good Idea 

Chicago retail merchants adopt very novel schemes at times to attract trade. The 
latest is in the shape of a circular letter. It was written on The Monticello Hotel sta- 
tionery, Norfolk, Va., and explains itself: 

Dear Sir: — I am down here with Mr. attending the Garment 

Exhibit of the National Tailors' Exchange and have seen some very " toppy " 
garments. 

We leave to-morrow for New York where I expect to spend a week or 
more visiting the best tailors and getting new ideas for the benefit of my 
customers. 

I will be home by the 20th, and would like to have you come in and see 

what an immense variety of goods Mr. has bought for Spring. 

Yours truly, 

(with ) 



178 HOW TO ADVERTISE A RETAIL STORE 

Doctored Walnuts 

Here is the method used by a merchant in advertising his store. He had just opened 
up and was entirely unknown. He says: 

"I hired two girls for three days at $1 a day. I bought six bushels of large English 
walnuts at a cheap price. The girls halved the nuts, cleaned out the meat, ate it, and 
then, after inserting a little circular, they pasted the shell together again. I got next to 
the girls in the candy stores, where nuts were sold, and had them add one of mine to every 
order they filled. When the people about town cracked their nuts, they read something 
like this: 'Hard luck to say anything about my business now, but this is the only way 
I can afford to advertise when I am selling shoes so cheap. This circular is good for 
25 cents if you bring it to our store, and purchase something to the amount of one dollar 
or more.' I did not distribute these to my trade. I made people come to the nuts grad- 
ually. I got these circulars for a period of three years. That's how I got my start. I 
never said a word. Before long the whole town was talking about my store. Then I 
did a little business. Now I am the largest fellow in the town." 

Schemes like this one sometimes bring about surprising results, but it would be folly 
for any merchant to depend upon them entirely for advertising his business. They 
should be used more for the purpose of enlivening a dull season or for attracting attention 
to the store. Newspaper advertising should then be stronger than ever so that the atten- 
tion given the store through the scheme can be turned into sales — the ultimate result of 
good advertising. 

Embroidery Lessons Free 

William Oswald & Co., who conduct the Boston Store at Lawrence, Mass., recently 
conducted a series of free embroidery lessons in their store, which were well patronized 
by their women customers. The plan, besides drawing attention to the store in a general 
manner during the entire time, gave the firm an opportunity to make a special sale of 
embroidery goods, which was very successful. Such a plan is not very difficult to put 
into operation in any store. There is hardly a town which does not boast of some good 
local talent in the art of embroidering, and a competent person can easily be engaged to 
give instruction for a few weeks. An art embroidery department is a needful branch of 
the business for any department store, and can easily be the means of attracting women 
who will patronize other counters. 

An Old Scheme in a New Dress 

A new variation of the old bean-guessing contest is reported from New York State. 
A merchant there, who is in the habit of giving away each year some substantial prize, 
recently introduced it. 

He took an ordinary boy's display form about three feet high and had it filled with 
pins. All over the body from neck to feet at every conceivable angle the pins were in- 
serted until the form wore a veritable coat of armor. The whole was surmounted with a 
cap, also thickly studded. The form was then placed on a revolving platform in the 
window, which was kept turning very slowly so that a view could be had of every part, 
showing exactly how the pins were placed. The form remained in the window for three 
months, at the end of which time the pins were counted. During the allotted time, each 
customer who made a twenty-five cent purchase was allowed one guess, and to the one 
who came nearest to the exact number the prize was awarded. 

The storekeeper in question gave an automobile. He is a firm believer, so he an- 
nounces, in giving away objects of good value. On one occasion he presented a pony 
and cart, again a piano, and on a third occasion a cottage organ. He found that the 
automobile contest created a great deal of attention and materially increased his sales. 
For the average dealer such a prize might prove entirely too expensive, and if he fancied 
the contest, something more in keeping with the business that he did each year and the 
class of trade that he handled might be selected. 



SCHEMES THAT HAVE BROUGHT BUSINESS 179 

For the Window Display 

A clothing merchant hit on a good plan to insure his show windows receiving more 
than a passing glance. He instituted what he was pleased to call a "Grand Guessing 
Game," and makes an exhibit with some hidden meaning and invites all to guess and guess 
again. Last week he had a bandit dressed up in fiendish attire, flourishing a broad 
sword and close by was a big piece of sidewalk flagging, with the word "Miss" marked on 
it, and the merchant's placard asked, "What incident of national importance does this 
represent.^" and a reader of the news of the day would quickly say, "Miss Stone's cap- 
tivity." This week the show is more simple. A pretty plump doll is dressed in the color 
of the confederacy, and the sign says, "What popular song does this illustrate," and every 
one hums "Dolly Gray." 

This idea was developed some years ago, but it can be made new by using up-to-date 
subjects in the exhibits. Everyone likes a puzzle and many will take infinite pains in trying 
to solve one. This idea is worth trying. 

An Optical Illusion 

An enterprising merchant used a clever optical illusion to attract attention to his 
store during the opening days. A large iron safe was shown in the window, the door of 
which was opened at stated intervals disclosing the head of a pretty girl, who smiled and 
winked at the wondering glances of the spectators that crowded around the window to 
witness this remarkable illusion. 

Other illusions of a similar nature can easily be constructed and will always draw 
immense crowds around the store presenting them. 

Insurance as Advertising 

An English publication tells about a novel plan of advertising which is proving a great 
success for a firm of tea merchants. To every married woman who sends to them a sat- 
isfactory certificate of her husband's health and buys a half pound of their Pension tea 
weekly, to the time of her husband's death, should it occur after five weeks from the time 
of her filing the certificate, they will pay a pension of ten shillings ($2.50) weekly as long 
as she lives or until she marries again. The weekly purchase of a quarter pound of tea 
insures a pension of five shillings a week. The firm is said to be doing a large business 
through over 3000 agencies in Great Britain and Ireland with 2000 widows in regular 
weekly receipt of this tea pension, which amounts to nearly £40,000 a year. That the 
widows should continue to purchase tea of the firm while receiving their pension does not 
appear to be made a condition. ^ 

With a large and increasing business, there is no doubt of the present ability of these 
dealers to fulfill their contracts with their customers. How long they can continue to do 
so as the husbands grow older and the death rate increases is a matter which depends upon 
the accuracy of their actuarial calculations and their profit on tea. But as the women 
presumably get the worth of their money in the tea, their loss in the event of the failure 
of the firm would not be one of money paid solely as a premium. 

This matter of furnishing insurance as a premium in business is not given the attention 
it might in this country. It has frequently been tried by magazines and newspapers, 
but has been used but little by men of business. There is a company which furnishes an 
accident policy for $1000 and it only costs $1 a year. Of this the agent gets probably 40 
per cent. Possibly he gets half. A business man could use this policy as a premium 
with a purchase of $5 or over. A bicycle dealer, a seller of buggies, or of farm machinery, 
clothing, tailoring, in fact almost any business man could use this accident insurance to 
advantage. This is only accident insurance, but the giving of it would prove a good ad- 
vertisement, and if any of the holders of the policies were injured it would be a great thing 
for the merchant. 



180 HOW TO ADVERTISE A RETAIL STORE 

A Sensational Scheme 

The following sensational scheme was employed by a Western firm, who announced a 
great sale of clothing: 

One of the members of the firm appealed to the courts for an injunction restraining 
his partner from making such ruinous prices. When enough free advertising had been 
obtained, the suit was withdrawn and the "ruinous price" sale continued. It was a good 
thing for that sale, but it is doubtful whether such schemes are advisable if a permanent 
benefit is desired. 

A Holiday Suggestion 

Small sprigs of holly, with a few bright berries are not expensive and it would seem 
that some stores of certain kinds — candy stores, book stores, fancy goods stores, etc. — 
might profitably adopt the idea of tucking such a sprig under the wrapping-cord of each 
package during holiday week. 

A Good Voting Scheme 

A country dealer in a little town, held membership in the Odd Fellows, and managed 
to get around to the meetings every week. There was only one lodge hall in town, and 
it was occupied by the Odd Fellows on Tuesdays, the Good Templars on Wednesdays, 
and the A. O. U. W. on Fridays. The ballot box and gavels which did duty for one 
organization performed a similar service for the other two, and continuous use hadn't im- 
proved their appearance. 

The dealer, who had commenced to wake up things, hit upon this scheme. He would 
buy about the handsomest ballot box and set of gavels to be found, and he would let his 
customers decide by vote to which organization (for their exclusive use) they would go. 
He sent to a regalia company making a specialty of paraphernalia of this sort, and ordered 
two silver mounted gavels, with a suitable plate on which to inscribe the name of the best 
vote getter. Then he secured a list gf members of each lodge from the secretary, and a 
mailing card similar to the following was sent to each : 

VOTE EARLY. VOTE OFTEN 

At considerable expense I have secured a beautiful set of silver mounted 
gavels, and a ballot box. On 190 these will become the property of 

Lodge I. O. O. F. 

or Lodge A. O. U. W. 

or ^. . . .Lodge I. O. G. T. 

which one depends upon the voters. One vote goes with every 25c. purchase 
at our shoe store. 

The day these cards were sent out the gavels and ballot box went into the display 
window, together with a large show card reading similar to the mailing card. At the 
same time a "specimen ballot" was shown in the window. The ballots were like this: 

(firm name.) 

Please credit — votes in Ballot Box and General Contest 
to Lodge 



Name, 
Address 
Date 



Near the door was a padlocked box with a slit cut in the top for placing the votes. 
There was a large sign on this reading "POLLS OPEN," WILL CLOSE -190-. 



SCHEMES THAT HAVE BROUGHT BUSINESS 181 

A Novel Contest 

This idea could be used by a business man as well as it is being used by the originator. 
An Ohio land company devised a new scheme for selling town lots. Each purchaser was 
given a carrier pigeon with registered number. The buyer got a coupon which corres- 
ponded with the number on the pigeon's neck. The birds were all taken care of by the 
land company in a big pigeon house. When one hundred lots were disposed of, the one 
hundred birds were taken to a neighboring town and all liberated at once. The first 
one to arrive at the home cote won for its owner a free house and lot valued at $3,000. 
The company expects to have ten flights of birds, each flight to take place as soon as the 
one hundred lots are sold. A committee of lot holders sees that the contest is fair in every 
way. 

A Business Story 

A young business man recently married received what seemed to be a returned manu- 
script of a story. It was a well told tale, entitled "The Story of a Young Housekeeper." 
The neat type-written pages were easily read and the young man's wife was much inter- 
ested in reading it. Toward the end it told about the advantage of buying household 
goods from the firm that sent it out. 

Plank Walk Advertising 

If the sidewalks in your town are built of boards or planks this plan can be used to 
good advantage: 

Secure permission from the town authorities to put down new sidewalk planks in the 
place of wori:i out ones wherever you see fit. This permission will be freely granted. 
Find out the number of planks you wish to use, cut them the right length and paint them 
a bright red, after which they may be lettered in black with the advertisement for your 
special sale. When everything is prepared let your men put the planks in place some 
evening after the streets are deserted. When the townspeople wake up in the morning 
they will find all the sidewalks in town telling of your great bargain sale. 

This plan is sure to give your store publicity. In addition to this a prize can be offered 
to the first customer bringing in the correct total of the new boards put down. 

This scheme is given for what it is worth. There are a great many objections that 
might be scored against it. The expense would altogether likely be considerably out 
of proportion to its benefits. 

The idea of advertising on the sidewalks is not a new one, for there have been many 
merchants who have utilized this means of publicity in one way or another. 

Bargain Postal Cards 

Jos. Higgins, Lerado, Ohio, is sending out a postal card on which he prints a number 
of bargains and which he mails to a list of names each month. The first of this series is 
dated July 1st, and contains a lot of special summer values. It is an excellent idea, and 
though the ordinary government postal card rather limits the possibility, Mr. Higgins 
certainly has a chance to grow in his advertising and no doubt will soon be using larger 
mailing cards. 

Another Guessing Contest 

A. E. Pitts Shoe Co., Columbus, Ohio, held a most successful guessing contest last 
Christmas season. A side of sole leather was purchased, and from it was cut an immense 
sole, as large as the leather would allow. Into this was hammered brass-headed tacks 
so arranged as to show the name of the concern. Then the remainder of the sole was 
liberally spattered over with lasting tacks, driven haphazard. This sole was displayed 
in the show window with a card announcing that prizes of $25, $15 and $10 would be 
awarded to the three persons who made the nearest correct guesses to the exact number 
of tacks in the sole. 



182 



HOW TO ADVERTISE A RETAIL STORE 



Coupons Exchanged for Car Fare 

Baker Bros., of Brockton, have an inexpensive method of reaching the near-by out- 
of-town trade. They work one town at a time, and the four-page circulars, 12 x 8^, 
which they use are thoroughly distributed by carriers. These circulars contain illus- 
trations of leading and attractive summer styles in men's, women's and children's shoes, 
together with well-worded descriptions. On the fourth, or last, page of the circular is 
printed a coupon similar to the following: 



PRESENT THIS COUPON 

When making payment for any pur- 
chase amounting to 50 cents or over, 
and receive 5 cents toward your car fare. 

GOOD UNTIL JULY 15, 1903. 

BAKER BROS., 99 MAIN ST., BROCKTON. 



Lee Baker, of this firm, says: "We usually commence to cash these coupons just 
about as soon as we put out the circulars, which is the most substantial evidence that the 
scheme is a winner." 

Attract the Dancers 

A shoe dealer presented the dancing master of his town with a handsome pair of dancing 
pumps for the privilege of placing in the Academy a small show case containing speci- 
mens of footwear suitable for such pastime. The styles were changed frequently and 
the case paid expenses many times over. 

A Good Circular 

Auburn, Ind., Aug. 17, 1903. 

Dear Sir : — While you are in attendance at the Teachers' Institute in this city, August 
24 to 28, we want you to call at our store and let us show you the new fall styles in foot- 
wear. 

This store has a reputation for style and quality second to none in northern Indiana, 
and our fall styles now arriving are the prettiest ever shown. 

You need not feel under obligation to purchase, but we think that you should see 
what is newest and best in footwear and we should be more than pleased to show you. 

Should you desire to purchase, bring this letter and hand it to the salesman who waits 
on you, and we will, as a special inducement, allow you a discount of ten per cent, on 
your purchase. 

Trusting you will avail yourselves of this offer and our special invitation, we beg 
to be, Your shoemen, 

Bishop & Beidler. 
A Missing Letter Contest 

The following advertisement, or one similar to it appearing in the newspapers would 
attract considerable attention from the mystery that would surround it. Most every one 
would try to solve it, and as it should be made easily solvable, would usually be able 
to do so. 



SCHEMES THAT HAVE BROUGHT BUSINESS 



183 



— 0^ 


N 


s- 


I — 


H 


s 


-- — s 


T 


P — R 




s — 


Q- 


— 


-c 


— I — 


- — 


— A- 


— 


H 












A fine 


present to the first 


person who fiUs out these spaces. 














A New York Merchant. 



When the advertisement is filled out properly it will read, "John Smith sells the purest 
groceries on earth." 

In case the advertisement proves too hard to solve more letters can be added until 
it is made easier. The proof of the diflSculty in solving it will be proved easily by the 
number of the coupons presented for redemption at the store. 



Testing Newspaper Advertising 

This is "Brother Hagan's" idea of testing the "pulling qualities" of the Boston papers 
in which he advertises: 



A TEST CASE 

I want to know which of the Bos- 
ton papers show the best results as 
advertising mediums. 

I also want to close out every pair 
of "Oblast" Oxfords I have on hand. 

To accomplish both purposes I make 
you this offer. 

Present this "ad." at time of pur- 

IT IS WORTH $2.00 ON EVERY 
SALE OF OUR $5.00 GRADE 
''OBLAST" OXFORDS, AND $1.00 
ON EVERY SALE OF OUR $3.50 
GRADE "OBLAST" OXFORDS. 

This makes the $5.00 grade cost you 
$3.00 and the $3.50 grade cost you 
$2 50 

GOOD ONLY FOR FOUR DAYS, 
AUG. 19 to AUG. 23. 



Brother Hagan 

The "Oblast" Shoeman 

Hagan's Corner— Wash. & Boylston Sts. 

BOSTON 



Souvenir Postal Cards 

Brill Bros., New York City, sent to each name on their mailing list, a pictorial postal 
card, dated at Paris, containing the following statement: "Greetings from a member of 
Brill Brothers, who is now abroad in search of new styles and ideas for men's wear." 



184 HOW TO ADVERTISE A RETAIL STORE 

Christmas Prize Contest 

If you are a "gent's furnisher" or clothier, offer a nice prize, either cash or merchan- 
dise, to the man who sends you the most complete, most sensible, and most tasteful list 
of presents suitable for men. Then publish the winning list and perhaps the next best 
in your advertisements. Stores handling feminine finery could also make good use of 
this plan, giving the prize for the best list of presents for women. Toy stores, too, can 
arouse interest among the young folks by a similar contest. 

An Easy Scheme to Work 

First procure photographs of ten of the most prominent men in the place. Have 
these grouped together and reproduced with masks hiding the greater part of the faces. 

Offer prizes for correct lists containing the names of the men. 

If this proves at all difficult the scheme can be carried further by giving slight bio- 
graphical sketches, one at a time, of the men in the group. Care should be taken how- 
ever in doing this that enough is left unsaid to still keep the public guessing. 

A Phonograph Idea 

A cigar dealer had a phonograph so attached to his cigar cutter that whenever it was 
used it would be set going. The first intimation of its connection with the cutter was 
made known by a bugle call which was followed by the words, "My friend, smoke the 
Owl cigar, only five cents." This attracted considerable attention and sold many Owl 
cigars. 

The Left Glove 

S. B. Stern, of Shanfield & Stern, Kokomo, Ind., sent out a number of gloves to 
customers during a glove sale. The right glove only was sent and a message with it 
explained that the left one could be obtained by calling at the store. It was also explained 
that if the glove did not happen to fit it could be exchanged for one that did. 

Such an idea could be adapted to many articles. Hosiery, for one thing would stand 
advertising in that manner. 

Purchase a good-sized job lot of fancy hose, say something that would sell in the regu- 
lar order of events for about twenty cents the pair. Mail one of these hose to a selected 
list of men and women — preferably people of families — in your town. 

With this odd hose mail also a card printed with a legend something after this fashion : 

"This is the left hose; the right one can be procured free at the right 
store by presenting this card filled out with your name and address, to 

gether with checks showing that you have purchased worth of hosiery 

at the right hosiery department. 

"If this hose is not just your size, you can obtain, free, one that is, by 
calling at the hosiery department of Push, Hustle & Co." 

Besides drawing a crowd to a store this scheme could be made the means of securing an 
excellent mailing list of customers who are susceptible to that kind of advertising. 

A Newspaper Contest 

Very often newspapers would assist the local merchants in making their advertise- 
ments more resultful if they knew how. The Boston Post hit upon the following unique 
and novel prize contest which shows how the one can help the other: 

The paper offers prizes aggregating $50 each week for the biggest bargains found in 
the Sunday Post advertisements. Only women may compete and purchases must be 
made and then a letter written to the editor, stating why the reader thinks they have secured 
a "good thing." This scheme should prove profitable to the merchants, the paper and 
its subscribers. 



SCHEMES THAT HAVE BROUGHT BUSINESS 185 

A Co-operative Scheme 

The business men of a Western town of 600 inhabitants have developed a novelty in 
advertising that has been productive of much benefit. They get together one day in 
each week and offer a prize of $5 to the farmer who drives the greatest distance to the 
town, on business. He must be a farmer, and he must come on business; no tramps 
will be considered. He must market a few hogs, or kine, or some products of the farm, 
or he must come and do some trading — either buy some hardware or general merchandise, 
get a shave, or patronize the dentist or the doctor. He must prove conclusively the dis- 
tance he came, and the farmer who has made the longest trip gets the purse. It has 
proven a great drawing card for the town, and men come with their families from as far 
as forty-five miles distant, over nice, level country. The matter is thoroughly advertised 
in the newspapers, and farmers subscribe to keep posted. 

A Hidden Word Contest 

A hidden word contest was carried on by a merchant, who offered twelve prizes amount- 
ing to $30 in cash to the persons bringing in the greatest number of advertisements with 
the phrase correctly marked. This is the first advertisement of the contest, and will 
explain the scheme: 

Save this advertisement — save every advertisement from this store. $30 
in prizes to those bringing in the greatest number of our advertisements from 
now to June 1st. In two places in this advertisement, and in every adver- 
tisement of this store from now until June 1st, the expression, "Your Store" 
will be used. Find the two places in every advertisement and mark them 
with a pencil. Sometimes they will be hard to find, and other times it will be 
easy. Now, collect all our advertisements you can find every week. It 
may be you will be the only one in your neighborhood who will be saving 
the "ads." In this case you can get your neighbors to save their papers 
with our advertisements in for you. Mark the places where you find the 
expression "Your Store," and bring them here every week at least, where 
an accurate record will be kept of the number you bring in. Our advertise- 
ments appear in and , etc., so you have a great many chances 

to collect all of these papers around your neighborhood. On Saturday, 
June 2nd, we will give a cash prize of $10.00 to the person bringing or send- 
ing in the greatest number of our advertisements correctly marked. To 
the one getting the second largest number, $5.00 in cash; to the next five 
in order $2.00 each, and to the next five in order $1.00 each. 12 cash prizes 
in all. Your chance is good to get one of them, and it doesn't cost you a 
cent to try. If you live at a distance send your advertisements by mail every 
week, with your name and address. Your chance is just as good as if you 
lived here. Get the habit of looking for and reading our advertisements. 
The bargains advertised each week are real and money savers to you. 

The contest lasted six weeks. The names of twelve leaders were published every 
week, and a bulletin of the leaders was kept in the show window. During the last week 
the window was piled up with the advertisements sent in. 

Literary Contest 

Howell Bros., Jewelers, Windsor, Ont., used a scheme that brought a good deal 
of attention to their store. The scheme might be called a "Literary contest." Prizes 
were offered for the three best essays on, "Why you should buy your jewelry at Howell 
Bros." In the advertisements announcing the contest, a number of reasons were given 
why people should trade with Howell Bros., as a guide for those writing the essays. 



186 



HOW TO ADVERTISE A RETAIL STORE 



A Summer Scheme 

Hood's clothing store in Sparta, 111., attracted a good deal of public notice recently 
at a small cost. A large picnic was held that was attended by the whole town and Hood's 
got into the limelight by distributing a lot of cards which contained the following: 

Who Is the Man? 

A genuine South American Panama hat free to the first person to 
guess who is the man. 

There is a man on the picnic grounds (from 1 to 5 p.m.) representing 
THE YELLOW FRONT, Sparta's Good Clothes Store— he is wearing 
a "HOOD" outfit from head to foot. To the first person — man, woman 
or child — who hands him one of these cards and asks him in these exact 
words, "Do you buy your clothes at Hood's Yellow Front .^" he will pres- 
ent an order for a $6 Panama hat. Should a lady be the first, she will 
also receive an order for a two pound box of candy in addition to the hat. 

Get busy; spot the Hood suits on the grounds, ask the man, and it's 
your Panama. Positively no one knows his identity, except the members 
of our firm — you have an even chance. Hood's clothes are different; you 
can easily tell them by the distinguished fit and hang as well as by the 
smart and exclusive patterns. 



W. J. Mitchell, of Waco, Tex., gave $100 in cash free to customers who were able to 
count all the Texas hats in his window. Herewith we reproduce the ad announcing this 
offer. 

J. S. Ivins' Son, Philadelphia, Pa., struck a lucky idea to increase the sale of his 
cakes. These cakes are sold to grocers throughout the city and are cleverly advertised 
through the newspapers to the customers of these stores. 

$100 IN CASH GIVEN AWAY! ^^"^^Sf^ficaf^e 



Dec. 31, 10 a. m., To the Customers of ttie Mitcliell Store 




Coont the Ttiai Halt in thii Window. 



Write or o»fl for "Mitchell's Talk," its tret, and it gWoB full p*f 
ticuUr* o( this GRAND FREE DISTRIBUTION OP CASH. !(. 
you live in any town where Texan Hate are sold you arp entitled toj 
compete whan you buy a Texas Hal. Ask your dealer to write for 
Information 

W. J. MITeHELL 

THE eLOTHIE^l ni^D'SniRT MJIN 
vikeo, TEXAS 



20c ib.. at grocers 
.r.^, '" """''' °^ Bride-nng Cake, ynu do not have 



trust to luck for 



finding of the l8-karat gold ring. /^ ^ 

.n^J.'" ""r,,"" "^^^ ""^ ''"""• "■« ""> froshest and b«8t th,. marKet C-0 

r» . .1 ''"'/■^'''""ry reputation is a guaranleo that Bnde " ' ^*^ 

~ "P*^ "' '»cellmc« in pound-cake making. 



Tustv cnda, the wrapping 
_.„^,__. , ■ „ » "itary boies. the keeping at the 

p-ocerB ,n glaas cases-ajl contnbule to make Bnde-ring (u nearly 



he new endless shape doing away with <• 

ed paper, the packing in sanitary bo 

—all contnbule to ma 

•ut any size piece , „,. ^„.„^ ^ 

3-pound cake we ,'' A~^'-';,\jf" ''SS'T'''''" " * ~""" 

1 get may cont«m ,«^ J«,i~-, '£.^ii."i'riih"''\! ""*"" " 

>tify us promptly .' J^^'"''"*' ^i «vT TiV w\na'»V.»'wm 'o*i'*i'S 



perfect as a cake can be- 
Your grocer *il| < 
you wan:, out of the 8i_ 
furnisb him. the cot you 
the riog. If it does, notify 






Bride-rin^ Cake 



20C lb. 

The most extraordinarily successful cake that , 
has ever come out of any bakery. 

ftfif— beciuie of Itie ipter«t eicltcd by the prospe-:t everyone 
getting 1 B«llev, Bank% 8c BIddle 

Solid (I8k) Gold Ring^ Free 

5/couil— bectuie of the lurprislnc entelkn-t of Bilde-rlnj Cike. 

flour. Irciheil rjgj, bett bullet, jnd the moil delldously moulh-meUlm 

rd/'rf— becauie of ihe never-belore-heard-ol price of 20<. lb (of 



1 Qlncertllfl 



VrsJi.' 



.-'•sa.*-r.ir"iai'."».3 
".L?vs.vrr;-i;"WiV. 




SCHEMES TO ATTRACT BOYS AND GIRLS 187 

Very often it is necessary for a selling scheme of some kind to start the ball rolling 
and place a business upon a paying basis. A careful reading of the two advertisements 
of Ivin's Bride-ring Cake will give the reader a general idea of the whole scheme and of 
how it is worked and advertised. 



CHAPTER XXXII 

SCHEMES TO ATTRACT BOYS AND GIRLS 

A NUMBER of merchants throughout the country to-day are making a strong bid 
for the juvenile trade of their towns. Boys are a hopeful class to work among, 
and will work like Trojans in the hope of a small reward. There are avenues 
without number through which their trade may be attracted to the store of the dealer 
who gets up and hustles after it in dead earnest. If the goods are what they ought to 
be a boy can usually wheedle his parents into buying his clothes at the store that offers 
him some personal inducement for his trade. A strong characteristic of every boy, yes 
and of "children of a larger growth," is a love of the element of mystery and chance; 
therefore, an offer of a "mysterious package" with every purchase of boys' clothing will 
be apt to greatly stimulate trade in this line. These packages should contain articles 
dear to every boyish heart — jack-knives, balls, fishing outfits, etc., and the contents 
should vary in value according to the amount of the purchase. A variation of this same 
idea would be to have sewn up securely in one pocket of every boy's suit or overcoat an 
order for some one of such articles on some store making a specialty of such goods. Many 
stores now give baseball outfits with boys' suits, but the uncertainty is what lends charm 
to the above schemes. 

A firm down in Maine recently stirred up their trade in this line by instituting an 
advertisement-writing contest for the high school pupils, offering two weekly cash prizes 
to the pupils who compose the most catchy, pointed, telling advertisements that will 
leave no possible doubt in the mind of the reader as to the preeminence of this firm's line 
of men's and boys' clothing, with reference to economy, style, durability, etc. This 
double-barreled advertisement has struck right at the root of their patronage by exciting 
the interest of parents, besides drawing some really creditable advertisements from the 
brightest of the youngsters. At the end of several months the prize-winning advertise- 
ments are to be collected and published in booklet form, and it is pretty safe to say they 
will be more widely read and give this firm more desirable publicity than if prepared by 
some high-priced expert. 

The following scheme, which originated in the fertile brain of a resourceful manager, 
was unique and of a character to commend it especially to boys. He organized a baseball 
team from among the boys of a neighboring school, whose ages ranged from eleven to 
fourteen, named them "Blank's World Beaters," and equipped them with blouses and 
caps bearing this name. The team challenged everything of its size in its own and 
neighboring towns, and whenever it won it was given some small prize by the firm which 
it so ably helped to advertise in this manner. A vacant field at no great distance from 
the store was leased and put in proper shape, and here the team practiced regularly 
several times a week, always surrounded by a good-sized audience. Bats, balls, mitts 
and all necessary equipments were furnished by the firm, and expenses to and fro when 
matches called the team out of town. 

A very spirited voting contest, in which the prizes were two scholarships in a local 
business college, one to go to the young lady and the other to the young man getting the 
highest number of votes, was instituted last year by a firm carrying both ladies' and gen- 
tlemen's clothing in a hustling little town. The contest opened April 1st and ran until 
graduation day in the neighboring high school. One provision of the contest was that 



188 HOW TO ADVERTISE A RETAIL STORE 

all votes cast must be confined to members of the graduating class of this particular school. 
This served to concentrate the interest, and set the numerous friends and relatives of the 
class to work in their cause with a will. Every twenty-five-cent purchase at the store 
carried with it one vote; thus a suit costing $20 entitled the purchaser to eighty votes. 
The prizes were worth striving for, and of such a character as to commend them espec- 
ially to the parents of ambitious young people, and the scheme gave the firm a well- 
deserved publicity. 

Training in the art of self-defense has a strong fascination for boys, and one store 
scored a "bit hit" by offering to give free boxing lessons to all youths between the ages 
of ten and eighteen who patronized their store. Arrangements were made by the firm 
with an instructor of the manly art for a certain number of lessons for their youthful 
patrons, one lesson for every $5 worth of goods purchased. They further supplemented 
the advertising value of this scheme by issuing an illustrated booklet on the art of boxing, 
which also, of course, contained much good advertising of their goods. 

"Mocking Bird Day" was the heading recently seen over the newspaper advertise- 
ment of a clothing firm. The advertisement stated that every boy who visited their 
boys' clothing department on the following day in company with either of his parents 
would be presented with a wonderful mocking bird whistle, whether any purchase was 
made or not. Attention was called to a special line of boys' summer blouses at very low 
prices. 

To celebrate the re-opening of their enlarged and improved department of boys' and 
youths clothing, one firm instituted a painting competition for boys by issuing a book 
containing six copies in colors, having the outline of each copy on the opposite page ready 
for coloring. Ten prizes were offered, and the competition was open to all boys under the 
age of sixteen. The books, of course, were likewise valuable advertising mediums, being 
filled with illustrated advertisements of their offerings in boys' wear. 

A store on a busy corner recently had, in the midst of a big window showing of boys' 
clothing, a hanging glass shelf piled with wooden rattles, with a placard reading: "Boys 
make a noise and let people know you are on earth. One of these watchman's rattles 
given with every purchase of a boy's suit." 

A scheme which, so far as known, has not yet been tried by any house, but which at 
least contains food for thought, would be to start a boys' camp in some favorable locality. 
Then advertise that all boys or young men between certain specified ages, whose pur- 
chases at the store during the year aggregated a certain sum — say $50 — might spend a 
week at the camp, enjoying its fishing, boating and other privileges, all free of charge. 
This would be a treat greatly appreciated by numbers of city boys, and the scheme ought 
to prove a winner if worked out in the right way. 

Some of the large department stores are spending many hundreds of dollars every 
year in interesting the juveniles of the family. One of these stores had a miniature Coney 
Island on the roof in full swing. A real Italian organ-grinder was provided, also a 
menagerie of monkeys, pigeons, rabbits, dogs, fish, alligators, etc. A live donkey was 
also kept busy giving the children rides. The roof was sodded, and plants and flowers 
were arranged in such a way as to make a most delightful scene. Another great depart- 
mental store is making plans to entertain the children on a larger scale than ever, with the 
addition of popular musical entertainments. Another proposes to give a vaudeville 
entertainment twice daily during the season, while another has secured the services of a 
clever magician. These facts show how the services of the children in drawing trade is 
esteemed by these great mercantile concerns. Every dealer, if he be so disposed, can do 
something to attract the little folks. 

A good scheme to attract the attention of boys and girls can be used for any Fourth 
of July. Boys, and girls, too, always take a lot of pleasure in the noise made by fire- 
crackers. A plan similar to the following could be worked by any merchant. 

About the 20th or 25th of June advertise the fact that ten packages of fire-crackers 
will be given for the best picture of "Washington Crossing the Delaware" drawn by a 
boy or girl under twelve years of age. If a good copy of this picture is obtainable it might 






>^ 




* J. 



// 



'%. 



— ahother 

7/j FREE 

distribution of 

Dominoes 



—one set, full size, good quality, presented t6 every 
collector of lo tin tags from 



&ri 



JERSEY 
CREAM 



BREAD 





—to provide for those who were 
unable to finish their collection of 
JERSEY CREAM tin tags 
before the initial supply was ex- 
hausted we have secured another 
supply which we trust will be ample 
for all. Start your collection at 
once if you have not already done 
so — only takes lo — ^complete it as 
soon as possible and exchange 
them for the dominoes at your 
grocers, or. 



NOTICE! 



The only JERSEY 
CREAM bread 
bearing a tin tag is 

Matthaei's 

—the original and 
only genuine 

JERSEY 
CREAM 

So-called Jersey 
Cream bread with- 
out the tin tag is, 
therefore, an imita- 
tion. 




Matthaei's BaKcry 



The above adveHisement explains itself. Many merchants and manufacturers build up 
an excellent trade by giving premiums that appeal more to children than to grown ups. 



190 HOW TO ADVERTISE A RETAIL STORE 

be displayed in the window together with the fire-crackers. Other prizes of five, two and 
one packages should also be offered. Or one package might be offered for every entry 
that received honorable mention. There could be three first prizes and twenty honorable 
mention prizes given at a very small cost. 

Such a contest will take a lot of interest right into the very homes of the contestants 
and others. It ought to prove good in any town or city. 

Another scheme in the nature of a souvenir or gift plan could be used. Have about 

500 little flags with the inscription "Complimehts of " printed on them. Hire 

some one to walk the streets and give one to every child he meets. This distribution might 
extend to three or four days before the fourth according to the number of flags to be dis- 
tributed and the size of the city. 

One store, some time ago, advertised to give away four $10 dolls to girls between the 
ages of three and' ten. With every purchase made at the store was given a regular sales 
check. The name and address of the purchaser was written on the sale's slip and depos- 
ited in a box. From this box were selected, on a day set for the drawing, four of these 
slips. The names and addresses upon them determined who were to receive the prizes. 
They were notified to bring the girls, to whom they wished the prizes given, with them 
on another day set for the purpose, when they were presented with the four dolls. 

Various articles of interest to children, such as baseballs, bats, footballs, dolls, knives, 
fishing rods, etc., can be successfully used as souvenirs or premiums in any store selling 
children's wearing apparel, or articles used by children. 

Children can even be made to work for the store by the offer of prizes or commis- 
sions. A Massachusetts shoeman originated a little scheme of this nature and had nearly 
every boy and girl in his town working for him. The scheme was in reality little less 
than a discount sale put forth in an original manner. The discount was not made to the 
customer but was given to the hundreds of little agents that worked for the commissions. 
The scheme was described in a circular as follows: 

"EARN SOME MONEY FOR CHRISTMAS 

"Every boy and every girl in Stoneham may with a very little effort 
earn some extra money for Christmas — and none of these boys or girls 
need to be told how handy extra money is at Christmas — or for that matter 
at most any time. Zitren the Shoeman is going to be the Santa Claus — only 
he is going to give this money as fast as the boys and girls earn it — and 
let them have it to spend now or put away for Christmas. 

"He is going to pay a commission of 10 per cent, on any shoe repairing 
work brought to him by any boy or girl — from now until Christmas. Ten 
per cent, means 5c. on a 50c. repair job — 10c. on a $1 job, etc. It will 
surprise some boys and girls how easy it is to earn extra money by this 
plan. 

"Regular repairing prices will prevail, and these prices are the lowest 
that can possibly be made for the finest workmanship and honest, high 
grade leather. Under no circumstances will we reduce the superior value 
of our repair work, which cannot be equaled in Massachusetts. 

"Boys and girls should keep this circular and remember to bring all 
their repairing to 
"ZITREN THE SHOEMAN, Main and Hersham Streets, Stoneham.'* 

This kind of advertising scheme can be adapted and suited to a great many different 
lines. A card can be presented to children of certain ages with amounts of various sizes 
running from 5 to 25 around its edges. These amounts could be punched out when 
purchases are made and the card presented. The boy or girl holding a card with all the 
amounts punched out could be given a certain premium. This will help to interest the 
boys and girls to advertise the store. 



I 



SCHEMES TO ATTRACT BOYS AND GIRLS 191 

Musical entertainments calculated to interest the children could be given at times 
in the store and would no doubt draw forth a lot of youngsters. Magic lantern shows 
and moving picture exhibitions make another excellent attraction for children and would 
attract the grown folks as well. 

The dealer who goes systematically after the trade of the children by the use of little 
advertising schemes will find it worth a great deal of trouble and time in their preparation. 
It is said that "train a twig in the way it should grow" and it will ever after grow in 
that direction. This can be logically applied to our present contention: Train the 
youngsters to come to your store and they will ever after come to you with their needs. 
If they don't it must be your own fault. You had a chance at any rate to hold them, and 
you should have done so. 

A Boston merchant offered a valuable present to the boy or girl turning in the five 
most attractive show cards for window use. The result was exceptionally good and the 
dealer secured a great many good cards. The children were told that the cards were to 
be of a certain size. This plan would work well with any merchant using window or 
show cards. The present or presents can be one or more useful articles. It should be 
advertised by circular, by a notice in the local paper, or both. In some places instructors 
of drawing or the school teachers might be interested. The number of words on each 
card should be limited. 

A scheme along somewhat similar lines was used by the London Clothing Co., Co- 
lumbus, Ohio. They describe it as follows: 

"We got out, and distributed at the schools, a circular to this effect: 
"Boys of fifteen or under were to make a drawing of a subject appropriate to the 
London Clothing house, on a sheet of white paper 6x9 inches and in black ink. These 
were to be brought into the store before a certain date. For the best five drawings we 
paid $1.00 each, and these we had engraved and printed in the local papers, one each on 
successive Saturday nights. The boys took to the idea and we had no end of drawings 
handed in, most of them done with spirit and with excellent ideas, so that it was really 
difficult to pick out the prize winners. We made an exhibition of all the drawings received, 
in our show window and it was a big attraction. We required no purchase from con- 
testants; that might be a better plan. A circular advertising such a scheme must be 
carefully written, as the wording must be clear to everyone. The whole scheme cost but 
little, and paid well in boys' clothing sales and the advertising gotten out of it." 

A photographic contest, between boys and girls from ten to sixteen years of age, would 
prove a winner in some of our larger towns and smaller cities. Have an attractive trim 
of goods suitable for their use or wear and have it photographed by the amateur. Most 
boys and girls own cameras to-day and the amateur photographer is usually a very enthus- 
iastic person, especially when it comes to taking pictures. The contest should be adver- 
tised in the newspapers. The week before place a neatly lettered card in the center of 
your window, announcing the contest. The prizes should be shown in the window. 
The prizes might consist of a handful of silver. Twenty quarters for the first prize; 
twenty-five dimes for the second and twenty nickels for the third prize would make an 
elaborate showing in the window. 

The center of the window should be given to the display of the prizes. We believe 
that your store window will be the mecca for amateur photographers all during the contest. 
If there are any mirrors in the window cover them with cloth or crepe paper so that flash- 
lights may be taken at night, as it is difficult to take a window with strong reflections in 
the daytime, and many of the camera fiends will want to avoid the crowds by trying 
their skill after business hours. We. would suggest that the contest extend not over three 
or four days, as it is difficult to keep up interest longer than that time. This will also 
give ample time for several trials, if the photographers at first do not have good luck. 
Have the rules for the contest so simple that they may be lettered on a card and placed in 
the window. Do not require that every contestant make a purchase at the store. Bar 



192 HOW TO ADVERTISE A RETAIL STORE 

all professional photographers. When the pictures are handed in and the prizes awarded 
make a window of the various photographs, giving the most prominent place to the three 
prize winning pictures, which could be marked with the names of the successful con- 
testants. 

To prolong the interest in such a contest the public could be asked to name the win- 
ners. This could be done by giving every customer a vote as to the best photographer. 
The three highest could then be awarded the three prizes. The voting should be all 
done in about a week's time so as not to keep the youthful contestants waiting too long. 

Jenkins Bros., Chippewa Falls, Wis., were fortunate recently in planning a novel 
scheme that not only drew trade to their store, but enabled them to make several improve- 
ments in their management and methods which were extremely beneficial in getting good 
results. 

Their plan is not particularly new in the main, it has been worked in a variety of 
forms before, but Jenkins Brothers application of it is original. The concern announced 
that they would give a beautiful doll to the little girl who wrote the best letter giving the 
reasons why her mother liked to trade with Jenkins Brothers. Every effort was made 
to bring it to the attention of all the school children in Chippewa and the surrounding 
towns. Their newspaper displays contained several clever announcements of the plan, 
and in addition an attractive circular was sent to nearly all the householders. The doll, 
an exceptionally fine one, with a splendid assortment of lingerie and dresses, was given 
a place in one of the show windows. At her feet was the following placard : 



Do you know why your mamma trades at Jenkins Bros.? 
Ask her. Then write and tell me. The best letter gets me. 



Hundreds of letters were received, a large percentage of them commonplace and 
what might have been expected. The rest were bright and unusual and contained some 
good ideas. Some mammas had evidently given any reason that came into their heads, 
reasons that were no reasons in many instances; others had honestly endeavored to 
decide why a preference should be given, and in some letters the evident sincerity of 
the expression told plainly that the little girl's mother was a customer from some par- 
ticular preference which she found no difficulty in expressing. 

The store was liked because it was clean, near at hand, and goods cheap, clerks were 
polite and they had things no one else had, gave rebate checks, etc. One of the best let- 
ters which came to our notice was the following: 

Dear Mr. Jenkins : 

I am eight year old and would like to get that nice doll you have in 
your window. 

My mamma says she likes to do her trading at your store because you 
always have the best goods, and mamma says all the clerks are so polite, 
and I think so too, because they always wait on me when my turn comes, 
even if I am small. And besides we get rebate checks and we can get so 
many things with them. I have told you all I can think of on why it pays 
mamma to trade at your store, and, hoping I will get the big doll, I remain, 



It gives a valuable suggestion to the clerk. He can learn that it evidently pays to be 
polite to the youngsters. Occasionally they can say a good word, and almost always 
they grow up. At any rate childhood impressions are lasting. 

During a trip to Boston recently a dealer from Connecticut happened to be passing 
an auction room, and out of curiosity stepped in and joined the crowd. He had been 
there but a few minutes when a large oil painting, a well-executed copy of one of De- 



SCHEMES TO ATTRACT BOYS AND GIRLS 



193 



tallies' spirited battle scenes, was put up and he bid it in at a low figure. The purchase 
of the picture developed into a splendid voting contest. 

Upon his return home the picture was displayed prominently in one of his windows, 
and he announced that it would be given to the schoolroom of his city which turned in the 
greatest number of votes. A vote was a coupon which was given with every fifty-cent 
purchase at his store. There were no restrictions and no rules in the contest. It was 
announced to last for eight weeks, and the ballots might be deposited at any time or in 
any quantities, the only regulation imposed being that the votes cast for one class could 
not be later transferred to another. 

The contest literally set the town by the ears and created more excitement and inter- 
est than anything that had been innovated in a long time. From the very beginning the 
school children took hold with a vim, and in every school there was begun a systematic 
campaign of vote getting. In a short time every child in town was working with might 
and main to send people to the store, and was following them right up to see that they 
got the coupons and turned them over. 



(B) 




Saspen£e d 
Bubbles. 

Cut a disk 
about the size 
of a half dol- 
lar outof writ- 
ing paper and 
suspend in a 
horizontal po* 
sition • by a 
thread By 
keeping the 
disk moist 
bubbles will adhere to it readily. 
With practice, several may be attached 
to first bubble, forming a chain 

You can take the labels from any of 
Kolb's breads— Family "Bread, Mother^ s 
Bread, "Butter Bread, Cake Bread, 
Vienna Bread, French Bread. "But be 
ca/eful to see that each label u a gen- 
uine Kolb's label. 



Kolb's label 
to be pasted ber* 



/Co/6'S label 
to be pasted here 



Kolb's label 
to be pasted here 



Bubbler Free 

Makes bubbles without soap-suds 

Given away for six 
Kolb's Bread Labels 

pasted on one of Kolb's ads. 

'^^E want every boy and girl who eats Kolb's 
Wead to have a Kolb's Bubbler. It's great 
fun ! And no messing — no soap needed ; no 
soap-suds I With each Bubbler we are going 
to give a lot of new bubble games. 

The first thing, cut out this advertisement. Then 
ask mother to save for you the labels from Kolb's 
bread. Paste six of them on the blank spaces below. 
A week from next Monday (on February 26), take the 
entire advertisement, with 'the six labels on it, to your 
grocer. The grocer will tear off and han4 back, as a 
receipt for the labels, the corner coupon. This you 

will keep until the follow- 
ing Wednesday (February 
28), when you will go back 
to the same grocer with 
Kolb's label your coupon, and'j 

to be pasted here free a Kolb's 

Bread Bubbler 



-5 
Kolb's 



label 
to be pasted here 



6 

Kolb's label 
to be pasted here 



CB) 



^>'^. 



the 



^KoC^ 



BAKERIES 

TENTH and REED 
BROAD and BUTLER 



gro- 
cer ■will giv« 
ck this coupon 
receipt for the 
Kolb's bread labels, 
then, on Wednesday, 
irunry 28, the holder of this 
coupoD will return it tcylke^sama 
grocer and rigeive fre; a -Kolb's 
Bread Bubbler 

Tell all year friends aiioat it. 



The above advertisement explains itself. There is just a little too much red tape about 
its provisions. Two trips for a child tc make to a store is one too many. 



194 



HOW TO ADVERTISE A RETAIL STORE 



In some instances the work was done in a manner that was remarkable for its thor- 
oughness. The boys and girls had regular routes among their friends and acquaintances, 
which they traversed every day to learn if any member of the household was intending to 
make a purchase, or if they needed anything which could be bought at the store. In 
many cases they carried around with them copies of the last advertisement that the firm 
had issued and called attention to the different bargains that were being offered, and tried 
in this way to work up a sale. 

Clubs and societies were importuned to get whatever fittings they needed from the 
store that was giving the picture, and in a very short time there was scarcely a person in 
the place who had not been affected in one way or another by the contest. 

The merchant on his part took every advantage that the contest offered. In his adver- 
tisements he endeavored to present bargains that the boys and girls might talk about to 
their friends and so arranged his displays that they appealed directly to the children. 
Each week the result of the contest was announced in the paper in detail. The publishers 
soon saw its value as a news item and devoted considerable space to it, which helped it 
immensely and did not cost the merchant anything. 

On some days he announced that two and even three coupons would be allowed with 
purchases of certain lines of goods, and in this manner not only was enabled to jnove 
certain slow stocks that had resisted several other advertising campaigns, but effectually 
livened up many days which might otherwise have been dull indeed. 

The contest continued over forty-eight working days, and something like 25,000 cou- 
pons were issued, while the total sales for the period were much increased over any former 
year. The awarding of the picture and the installation was made an occasion of much 
ceremony. It was held in the evening at the schoolhouse, and was turned over formally, 
with short speeches by the proprietor, and some of the prominent men of the town, who 
were present at his invitation. Here is an additional opportunity for the storekeeper to 
get more newspaper publicity. He should work up this presentation in a way to attract 
a great deal of attention and thus to give it a good news value. Few publishers would pass 
it by, and the great majority would be glad to give it a very satisfactory notice. 

Summing up the contest the merchant found that including the cost of the picture and 
the printing of the coupons, the only extra expense that he incurred, the results obtained 
were far more satisfactory than could be shown in any other advertising that he had ever 
done. The good was permanent, for he made many new customers who continued to 
buy in his store. 

We reproduce on the following page a form of ballot that could be used in one of 
these boy and girl contests. The blank spaces are to be filled in with name of store and 
dates. 

This clever scheme was recently employed by another Boston merchant to interest 
the boys and girls in his store. 

He had printed on 4 x 7 cardboard, in a plain, neat type the following: 

**Ask the questions which are found in this column and find the answer on the penny 
which is fastened to the lower corner of the card. To the one who first turns in a correct 
set of answers, or nearest correct set, we will present a handsome and useful present. 



1 — A messenger. 

2 — A piece of armor. 

3 — A devoted young man. 

4 — A South African fruit. 

5 — Portion of a hill. 

6 — A place of worship. 

7 — Three weapons. 

8 — Spring flowers. 

9 — The first American settler. 



10 — An animal. 

11 — An emblem of royalty. 

12 — Youth and old age. 

13 — Part of a river. 

14 — Implement of writing. 

15 — Two sides of a vote. 

16 — Plenty of assurance. 

17 — Part of a stove. 

18 — Something found at school. 



SCHEMES TO ATTRACT BOYS AND GIRLS 



195 



"The contest will last two weeks, and at the end of that time the answers will be ex- 
amined and the prize winners will be announced. To the first child sending in a correct 
answer we will present a handsome lead pencil case. To the second a school bag, and 
to the third a luncheon box. Bring in your answers as soon as you have them ready, 
for the first correct answer will get the prize." 

In one corner of this card a new American one-cent piece was fastened with mucilage, 
underneath which was inscribed the following: "You will find your answers here. Let 
your nimble wit ferret out the problems." 

One of these cards was given away with each five-cent purchase at the store, and the 
plan was well featured in the advertisements of the house. On the whole the storekeeper 
found the plan very satisfactory. He distributed several hundreds of the cards to the 



THE most popular boy and girl, as decided by the vote, will each re- 
ceive a nice, bright $2.50 gold piece. The five boys and five girls 

receiving next highest numbers of votes will each be presented with 
some nice little prize. 

One ballot may be voted with every 50c worth purchased at 

The child must not be over sixteen years of age, 

and must write his or her own name on the ballot or have it written and 
make his or her mark. 

The leading candidates will be announced in 

window— WATCH IT. The contest closes 

The announcement of the winning candidates will be made at 

store, on the evening of Saturday, (Over) 



Ballot 



The most 
popular 
Boy and 
Girl Contest 
at 



My name is 

I am. a and am years old 

{Boy or Girl) 
I live at 

I would be glad if you would Vote this 
Ballot the Next time You Buy 50 Cents 
worth at 



. . (Over) 



Form of Ballot. 



children, and his store during the period of the contest was kept in a pretty lively state 
by boys and girls who came in to ask questions, or turn in their answers, as well as to 
buy the puzzles. 

The answers to the questions were the following: 1 — One sent (cent); 2 — shield; 
3 — ^beau; 4 — date; 5 — crest or brow; 6 — temple; 7 — arrows; 8 — tulips (two lips); 9 — 
Indian; 10 — hare (hair); 11 — crown; 12— 1898 (the date); 13 — the mouth; 14 — quills; 
lo — eyes and nose; 16 — cheek; 17 — lid (eyehd) ; 18 — pupil. Care must be taken to have 
the coins bear an 1898 or similar date. ]900 or any of the succeeding dates will hardly 
answer for question twelve. 

The cards can be used to stimulate the sale of some special article or articles in the 
children's department, and they are particularly good just before schools open. To any 
one who makes a specialty of children's trade, and of trying to get the attention of the 
little ones and their parents this might be well used as a step to a series of schemes. It 
will pay a dealer to have some plan or other going all the time, or at least a new one every 
month. 

The idea gives a chance to make an effective window display. The Boston merchant 
filled one of his windows with the cards. He got several large packing cases, covered 



196 HOW TO ADVERTISE A RETAIL STORE 

them with white paper, and piled them in pyramid fashion and the cards were fastened 
to the front and sides of them. Throughout the store placards announced the conditions 
of the contest, and told the children how to get the puzzles, and other particulars. 

The Christmas season offers an excellent opportunity for the merchant to cater to 
the children, or to gain their influence. Children of almost any age will take a lot of inter- 
est in a Santa Claus, even when they know he is only an imitation one. 

A Philadelphia store recognizing this fact opened up a postoffice at which Santa Claus 
delivered letters addressed to the children. Parents often wrote the letters, and as there 
were a great many big, bright red letter boxes placed in different parts of the store, it 
was easy to have it so. Every two hours Santa Claus in person made the rounds and 
collected the mail. Many of these were addressed to him and were of course burned. 
The children went wild over the whole affair and it is hkely that the scheme will be re- 
peated each year. 

A. E. Dinet & Co., Joliet, 111., presented their young friends with toys and gifts of 
a similar nature. The following circular explains the scheme: 

Dear Little Friend: 

We thought maybe you'd like to know about^ the arrangements we have made with 
Santa Claus about Christmas presents this year. 

Of course, every boy and girl in Joliet knows that about this time every year the Dinet 
Store gives with every sale of a dollar's worth, or more, of Boys' or Girls' goods a ticket 
entitling the holder to a present. 

Last year, you know, we didn't wait for Christmas, but gave the presents out as soon 
as a sale was made. Well, Santa Claus didn't like that plan a bit, and he told us so. 
So after we told him he could have his way he sent us this message : 

"I'll be at Dinet's Christmas morning at 8 o'clock. Tell the Boys and 
Girls I'll be loaded down with the finest lot of presents I ever had. 

"Santa Claus." 

Every time you buy of Dinet's any Boys' Clothing or Girls' or Boys' Shoes — costing 
a dollar or more — you get a ticket with a number. You keep all your tickets 'till Christ- 
mas morning, then bring them down to Dinet's and Santa Claus will hand you out a 
present for every one of them. Maybe you'll get a $5 Kodak, or a $3 Tool Chest, or a 
$2 Chocolate Set, or a 50c. Toy, or a beautifully dressed Doll — only Santa Claus knows 
exactly what you II get — but every ticket draws some present, and Santa Claus says they're 
the best that he ever had. 

We hope you will tell mama all about it and have her come to Dinet's for everything 
you need. 

We begin the giving of tickets Saturday morning, November 9th, and continue up to 
Christmas Eve. 

Now don't disappoint old Kris Kringle, 'cause he expects you. 

Your old friends, 

A. E. Dinet & Co. 



CHAPTER XXXIII 

THE GREATEST SCHEME OF ALL— PREMIUMS 

THERE can be but little doubt that among the hundreds, yes, thousands, of 
schemes devised by retail merchants to draw business to their stores that the 
premium scheme is the greatest of them all. It is of the most lasting value as 
a trade bringer. 

In the last few chapters the majority of the schemes mentioned are of the premium 



THE GREATEST SCHEME OF ALL— PREMIUMS 197 

class. They are successful because of the premiums given in carrying them out. But 
such schemes are only of a temporary nature. There is a splurge at the time. They 
make increased business for a week, a month, or a season at most. It is true that new 
customers are introduced to the store by their use, but unless the values offered and the 
service given by the store are of an extraordinarily high character there is no inducement 
for a continuance of their custom. The premium plan, on the other hand, will last the 
lifetime of the store, and continue bringing back the same customers for years, or as long 
as they can secure premiums. 

Some merchants now argue that the day of the premium is gone, but it is not. It has 
only just arrived. The day of the premium is at its height. 

Large establishments, whose business annually amounts to millions of dollars, are now 
adopting the premium plan, in one way or another. 

Look at the way "trading stamps" took hold of the buying public some few years 
ago, when the scheme was newly launched. It is no wonder that those merchants who 
did not give them fought them — they had to. But the day of the trading stamp is gone. 
It is gradually dying a slow and painful death. Why.? Not because the customers of 
the stores who gave them were dissatisfied with them; not because the retail merchants 
who gave them (as a whole) were unwilling to continue them; not because the trading 
stamp companies were dissatisfied with the profits they were making. No, not for any 
of these reasons, but because the whole scheme was so gigantic that it became a menace 
to the merchant in general; because the trading stamp companies discriminated in their 
charges for the stamps to the retailers; because in all cases the charges were altogether 
too high and were a drain on its best friends, the retailers who used them. 

Premiums are an ever-enduring source of profit to the merchant who gives them 
judiciously. They are a cure for many of the evils to be met in retailing. They bind 
the customer closer to the store that gives them. They have proven in many places a 
cure for the senseless price-cutting habit, which is always sure to kill any legitimate profits 
the retailer should have. 

This was proven a few years ago by an Ohio firm. The city in which they do busi- 
ness is a lively and prosperous one. There are many factories and works located there, 
employing many men at steady and adequate wages. There is also a good farming com- 
munity surrounding them. They have practically no outside competition. Yet in spite 
of these facts, all the merchants of the city, who are enterprising and energetic, were 
making but "living wages." Profits were being sucked up by the demon "Cut-Price." 

The firm mentioned, after debating whether to leave the city and seek a new field 
for their labors, or not, decided to continue the business for another year, and try the effect 
of premiums. This they did in a small way, but the idea took hold of the people, and 
to-day that firm is the largest and most influential in the city. Instead of giving but one 
premium, as they did the first season, they have steadily increased the number, and at 
the present time issue quite a large catalogue of premiums, and have a regular depart- 
ment devoted to that part of their business. 

Many merchants look at the first cost of any premium plan and think it is a very 
expensive way to draw trade. It usually is, unless it is thoroughly gone into, and worked 
out so that the per cent of cost, is low enough to show a profit on the merchandise sold. 
In a very short time what at first sight appears to be a five per cent, cost is brought down 
to even a fraction of one per cent. 

Five per cent, is not too much to pay for a steady and paying class of customers, pro- 
vided the per centage of profit on the wares sold is high enough to show a profit after the 
deduction of that five .per cent. This amount should be the starting point. If the pre- 
mium article costs fifty cents it might profitably be given with a ten dollar sale. If the 
premium selected is some article that usually sells for a dollar or more, it can easily be 
seen that the premium is suflaciently large in the eyes of the public to prove worth striving 
for. 

One of the principles of premium giving is to make it necessary for customers to make 
continued purchases before they can obtain the premium. When this principle is ob- 



198 



HOW TO ADVERTISE A RETAIL STORE 



served, it becomes a source of ever continuing trade. When premiums of little worth 
are given, so that the customer making a three or four dollar purchase can secure it it 
is merely a cash discount, and of less trade bringing value. 

In some cities, where trading stamps had a strong hold this principle was conclusively 
demonstrated. Some merchants who did not give stamps offered a straight five per cent, 
discount in cash. Did they gain anything by it.^ No. The mass of the people wanted 
a lamp, a table, or a book-rack, and continued to accumulate the little green or red, or 
blue stickers for the purpose of exchanging them for those articles. The discount in cash, 
was, of course, much more valuable, but the public could not see it that way. What 
did five, ten or fifteen cents in cash look like alongside of a beautifully decorated table 
lamp.P It looked so insignificant that it was not considered at all. 

Other merchants gave rebate coupons good for five per cent, in purchases at the stores 
giving them. These met with but indifferent success, but strange to say, with more suc- 
cess than the straight refund of five per cent, in cash. When people think they are getting 
something for nothing they are happy. In the case of premiums, they are really receiving 
free gifts. So were they in the cash rebate, but in most instances the people thought it 
was first "tucked on to the original price." 

The merchant who wishes to open up a premium department can do so with but little 
outlay in cash. A tea-set of china, nicely decorated, can be procured at small cost. This 
might be used for the first season. If a stock pattern is obtained he can allow certain 
pieces to be taken when purchases reach the required amount. While this breaks the 
set, he can easily replace the dishes selected. There is always the incentive here on the 
part of the customer to procure the remaining dishes to complete the set. 

Silverware, jewelry, china, furniture, all make premiums of great value, and in most 
cases the value at retail is nearly double what they cost at wholesale. These are the lines 
for the merchant to select. His object should be to give the greatest value at the least cost 
to himself. 

Sometimes it is advisable to offer a premium with purchases amounting to a certain 
sum, and so much cash. A shoe merchant in a small town did this, and made quite a 
lot of trade by it. He had cards made, on which a certain number of figures, amounting 
in all to five dollars, were printed around the edge. The premium was a gold-plated watch, 
either gentleman's or lady's size. The whole scheme was printed on the card. The 
customer was to purchase footwear to the value of five dollars, the amount of each pur- 
chase being punched out on the card, at the time of purchase. When the five dollars had 
been spent, a payment of $3.50 was required, and the watch was forthcoming. The 
cost to the merchant of these watches was $2.75 each, and express charges or mailing 
charges. He had to purchase one of each size as samples, and pay for the printing and 
punch. That was his only initial outlay. The premiums were in reality purchased only 
as they were sold to the customers. The writer was closely connected with this firm 
for some years after the plan ran out, and there was not one complaint, or any dissatis- 
faction shown on the part of customers who received the premiums. This instance 
merely goes to show how easily a premium plan can be carried out at very little cost. 

Another firm had a list of ])remiums, consisting of some twenty or more articles, and 
with every purchase of one dollar a certificate for one dollar, redeemable in premiums, 
was issued. Fractional parts of a dollar were disregarded so that the purchases often 
represented considerably more than the amount necessary to })rocure the premium. 

His premium list ran something like this: 

For $5 in certificates could be procured: For $10 in certificates could be procured: 



A Silver Thimble. 

A Boy's Pocket Knife. 

A Ladies' Hat Pin. 

A Pair of Men's Cufl^ Links. 

An Ornamental Ink Stand. 

A Briar Pipe. 



A Fountain Pen. 

A Ladies' Pocketbook. 

A Man's Pocket Knife. 

A Silver Handled Tooth Brush. 

A Man's Watch Fob. 

A Sterling Silver Pen Holder. 



THE GREATEST SCHEME OF ALL— PREMIUMS 



199 



For $15 in certificates could be procured; 
A Silver Plated Cup. 
A Fine Leather Purse. 
A Gold Plated Pencil. 
A Gold Plated Chain and Locket. 
A Chatelaine Bag. 



A Display of Dependable Spring Clothing for Men and 
Boys That for Excellence of Make, Correctness of 
Style and Great Variety Is Unequaled in the Northwest 




A Boys' Section 
That Will Please 
All Mothers . . . 

All that we have said about men's 
clothing applies to our boys' depart- 
ments, (one at each store) as well The 
growth of our boys' 
departments have 
been but little short 
of phenomenal The 
little fellows, tired 
o^ wearing any old 
thing just becaus^ 
it's shaped like a 
suit, welcome the 
nobby styles in 
which we can clothe 
them The depart- 
iment finds favor in 
parents eyes be- 
cause of the un- 
questioned quality of the garments and 
the saving that they experience in buy- 
ing here. 

Boys' 

Suits and Overcoats 

In a great variety of styles and 
of tlie most dependable makes. 
The prices begin at $1.95 and 
then by easy stages advance 
to $7.00. 




With Jhe opening of Spring the thoughts of the average man turn to 
new clothing and the proper selection of the styles and fabrics suitable 
to the season's wear. "Where to buy," is the question that enters his 
raind. Common sense will tell you that the firm conducting the largest 
clothing business in the city has gained its patronage 
by giving the best vahie foi* the money. In Milwaukee 
the Stumpf & Langhoff stores are the largest sellers of 
strictly high-grade clothing and furnishings for men and 
boys. Their Four Great Men's Stores are overflowing 
with new .spring stocks, and you owe it to your- 
self to make your selection from these ^eat stocks 

if you would experience perfect satisfaction at 

the lowest possible cost. 



Suits . . . $7.S0 to feSOO 
Topcoats $10.00 to S25,00 
Raincoats 810.OO to S3O.OO 



SAVEYOURCERTIFICATES 

The Gifts Are on the Way 





The 

certificates you 

1^^*' receive with every 



dollar purchase may 
shortly be exchanged 
for y6uT choice of hun- 
dreds of beautiful gifts that 
have been ordered and are 
now on their way to M 
waukee. Valuable rugs of the 
rarest oriental patterns from far 
off Smyrna — Beautiful Italian 
Statuary — 'Handbomely Uphols- 
tered Morris Chairs — High grade 
Silverware — Highly decorated Vas- 
es of genuine Austrian ware — Dinner 
Sets — Cut Glass Ornaments and Dishes — Watches — 
Pocket Knives — and many more beautiful presents too 
numerous to mention. As soon as these gifts have ar- 
rived, they will be displayed in the show windows, of our four stores, 
and may be redeemed at that time, so begin to save certificates now. 



^gf-,„ Men's Hats 

For this Spring's Wear 



The slocks from which we 
ask you lo make ihe se- 
lection of your new 
Spring hat are so varied 
that just the slyTe you 
are seeking is sure to be 
loand here. All o( the 
great hat makers oi the 
country have contribut. 
ed to the showing, which 
includes the many dlfler- 
ent dip Ironts and brims 
in the new thunder cloud grays thai will be 
very popular this season. We offer you se- 
lection irom 
Tl» celebrated •^nptrltT 





.$3.00 



IiQ« of otbar m&kea tbkt tUrt wita 
our famous "Dollar'* b«t ia both 
soft so<J dnrb; Blup«t and iten oO 

$I.OoTl.50 $2.00 
$2.50 "^$3.00 

.at wiflh (bcm, w« oir ry 
rtbee«lebrBt«(J3ie(«>o 
ftt pno«a raiigiog from 

$3.50 i- $5.00 



The New Spring and Summer 
Patterns In 

Shirts for Men 



50c $1 $1.50 $2 "^ $2.50 



National Ava. and Grove Street! 



Third and Lloyd Streeta 



369 and 371 East Water Street 



Eleventh and Wlnnebaoo Streets 






A premium plan should be well advertised to bring about good results. The plan oj 
distribution should be given as much publicity as the value oj the premiums. 



200 HOW TO ADVERTISE A RETAIL STORE 

He also offered several premiums for $20, $25 and $30 in certificates. 

The whole outlay for samples and printing cost him less than $50, and the list was a 
good one. His success in business can be attributed to the premium plan, for he had 
strong opposition, and was slightly outside of the trading center of the town. 

There is just one other point that should be emphasized. When a merchant gives 
premiums at all he should induce as many as possible of his customers to participate in 
the distribution. The more there are who begin to save coupons or certificates, or who 
start to have their cards punched (according to the plan used), the more advertising he 
will get out of it. 

It would hardly seem necessary to mention this point, but it is. The writer not very 
long ago was in a store where premiums were used, and the merchant was heard "calling 
down" a salesman for introducing the subject to the customer. "Don't you know that 
those premiums cost money," asked the irate merchant. The salesman tried to explain 
that the woman was a stranger in the store, and in the city, having lately moved there, and 
that he was merely offering her an inducement to make further purchases there. 

The merchant had taken hold of premiums as a last resort in a struggle for business, 
and either could not, or would not, see that the more persons interested in the scheme the 
more money there was in it for him. He could only see more premiums going out of the 
store at his expense. He never thought of the hundreds of dollars that must be spent on 
wares that paid him a profit before the premiums could be claimed. 

Enter into the premium scheme with enthusiasm or leave it entirely alone. 



Part Jfour 
SALES ADVERTISING 



CHAPTER XXXIV 

ADVERTISING SPECIAL SALES 

SPECIAL sales have an important place in the advertising plans of an up-to-date, 
modern retail establishment. They are exploited not only as a means of clearing 
out undesirable wares quickly, but as the means of increasing business and in 
making new customers acquainted with the store. 

Special sales may be divided into two great classes: first, sales for increasing receipts 
on new and desirable lines; second, sales for the purpose of closing out merchandise that 
has become unseasonable, or that is likely to become unseasonable before it can be sold 
in the regular way. 

The department stores of the metropolitan cities have reduced the art of sales-making 
to a science. They have "Great White Goods Sales" in January, following closely on 
the heels of "A Great Clearance Sale" after Christmas. Then follows in quick succes- 
sion, a "Great House Furnishing Sale" and a " Pre-inventory Sale," then an "Inventory 
Sale." Soon after that a "Great Sale of Spring Costumes" and so on throughout the 
whole year. 

Some of these stores have a sale on of one nature or another all the time. Hardly a 
day in the year but a special sale is being advertised. The question arises, does it pay. 5^ 
It certainly does pay, or they would not continue to hold them. 

It does not necessarily follow, however, that the exclusive shoe dealer, or clothier, or 
hatter could follow the same tactics to obtain trade. If they were to try it they would 
soon find that the public were beginning to look upon the store with disfavor. Then too, 
the advertising expenses would be so high that there would be no profits shown at the end 
of the year. 

It is the same with the general store in the smaller cities and towns. The great aim 
of these stores these days is to be known as department stores, and to do business as their 
big brothers do in the larger cities. Unfortunately, existing conditions are somewhat 
different, and greatly against this. If they try to follow in the steps of the big stores they 
usually end in failure to show profits. 

The exclusive stores and the general stores can follow the methods of the larger depart- 
ment stores only at a safe distance. They can hold frequent special sales, at which goods 
are offered at special prices, but these sales must not be of too frequent occurrence. They 
must conserve their dignity by doing an apparently legitimate business, part of the time, 
at least. 

It must not be thought that we consider special sales or their advertising illegitimate. 
We consider them as fair and legitimate means of getting trade. But the public looks 
upon the firm who has a special sale of some kind on all the time as a "Cheap John" 
concern. The large department stores are exempt to a certain extent from this sentiment, 
on the part of the public, but even with them there are some people who regard them 
with suspicion. 

The special sales exploited at the proper time and in the proper manner will gain both 
prestige and profit for the stores holding them. 

The special sales advertised by the larger stores are sometimes planned out months 
in advance. The lines to be placed on sale are often specially ordered by the firm to be 
made in a specific way, and delivered at a certain date, at an agreed on price. The illus- 
trations to be used in the advertising are all prepared in advance. In some cases a great 
deal of the special printing is done before the goods arrive in the store. 



204 HOW TO ADVERTISE A RETAIL STORE 

Then there are special sales put on that have to be prepared on short notice. A man- 
ufacturer offers a buyer a line of goods at a reduction in price. The buyer, seeing his 
chance, snaps them up, and they are speedily placed on sale. 

This chance to buy " snaps " comes at times to every merchant who has "ready money." 
If his stock is in such shape that he can place them on his shelves without overcrowding 
or overloading himself, he makes the purchase, and has at hand the material for a rousing 
special sale. 

It is the policy of some merchants to mark these goods at regular retail prices; place 
them in stock with the other lines on hand, and obtain the increased profits. This method 
may seem, in a way, the best, but is it.^ These special values are purchased at from 
10 to 50 per cent, discount. The merchant already has his stocks complete, so that by 
adding these special lines he is duplicating what he already has on his shelves, or he is 
adding lines that conflict, which amounts to the same thing. At the end of the season 
he finds he has rather more stock on hand than he should have, and it is sacrificed. His 
extra profits soon disappear beneath the cut in price made to clear out the balance of 
the stock. 

The special sale method on the other hand results in a slight profit from the sale of 
the goods, and the cash in hand for further investments. The merchant following this 
plan takes the goods upon their arrival, and marks them at a closer margin than ordinar- 
ily. He then advertises a special sale and sells them immediately, turning over his money 
at a slight advantage. This method is a good teacher to the public, who soon learn to 
look for these special values every once in a while. They also learn that the firm gives the 
special values they advertise they will. It teaches the public to expect fresh and fashion- 
able goods when a special sale is held and they soon learn that a special sale in that partic- 
ular store does not mean that a lot of old junk will be thrown upon the bargain counters 
or that the goods offered are shopworn or out of style. The public confidence is gained, 
and this results in much business. It helps to make steady customers out of those who are 
apt to run around from store to store, looking for the best values. 

Let us presume a case. A shoe merchant in a city of 10,000, in which there is one 
daily paper, purchases 300 pairs of ladies' shoes, at a bargain. These goods are all of 
that season's make. Some lots are fairly large, some are small. The regular wholesale 
price on the lot varies from $2 to $3. He purchases the lot at $1.85 per pair. The lot 
consists of fine turns and welts, of kids and patents, lace, blucher and button. 

When these lines are received he goes through them and divides them into two lots. 
The ones of lesser value he decides to sell at $1.98, the others at $2.68. At these prices 
he can make a great sale, and do a great deal of good for the store. The profits will aver- 
age about 50 cents per pair, out of which he must pay for the extra advertising which, say, 
will amount to $100. This leaves him a profit of only $50 on the lot, but it will probably 
have made for him 300 friends. Perhaps 300 or nearly that number of new friends. 
He has had his sale at a slight profit, and has 300 new customers, whom he can count 
on making future purchases at his store. He has laid the foundation there for future 
business. He has also made a good impression on a large number of persons who did 
not require shoes at that time. Isn't that the better way.^ "Snaps," as a rule, are useless 
to the merchant unless he can turn them immediately into money again in some such way 
as this. 

It must not be presumed however that $50 was his sole immediate profits. Besides 
the profits to accrue from future business with the new customers of the store it is likely 
that his business on his regular lines was increased at least twenty-five per cent. It is 
here where his immediate profit comes in. He should not expect to net much from 
the lines oft'ered at sale prices. The profits on those lines will ordinarily be only 
sufficient to pay the expenses of the sale. 

After all is said and done, the advertising of special sales is merely a rounding up of 
the people who are in the market for the goods on sale, and either driving or coaxing them 
into the store. Toward the tail end of the sale, extra inducements must be offered to bring 
in the stragglers. 



I 



THE SPECIAL SALE 205 

When a sale is allowed to die out naturally, or when the time limit has been reached, 
all trace of the sale should be removed from the store. The writer has seen bargain tables 
left standing in some of the smaller stores for six weeks or more after a special clearance 
is over. The same price cards were used as were used during the sale, showing that the 
bargains were not wanted at those prices, or they would not have been there, but sold 
long ago. This is a very poor policy to pursue. Every customer entering that store 
during those six weeks, saw these over-ripe bargains, and it must have had a detri- 
mental effect upon the trade of that store. These goods should have been cut deeper in 
price the last week of the sale, or they should have been put out of sight, and held over 
for the next sale. They certainly should not have been left exposed as a tell-tale of their 
failure to move during a month's clearance sale. 

The great buying public, especially that part of it consisting of women, has been 
educated to expect reductions in the prices of certain goods at certain seasons of the year. 
Many of them will put off their purchases for weeks, or even months, awaiting the time 
when the special sale is due. 

The hatter commences to clear out his straw hats in July. This seems rather early 
to do this, but it has become a custom which must be followed pretty closely. It is policy 
for the hatter to sell all the better grade goods he can before that. He usually pushes 
them with enthusiasm and system. Cheaper grades are held back and only produced 
as a last resort. But when the "glorious fourth" arrives the cheaper goods are brought 
to the fore and the better goods held back (apparently), reluctantly being shown when 
demanded. 

In January women look for cut prices on cloaks and coats. Do they get them? Just 
glance through the advertising columns of the papers during that month and see the feast ' 
set before them. Merchants are anxious to close out their slower selling lines. Back of 
them manufacturers are also anxious to clean up on winter clothes. Between the manu- 
facturer and retailer lines are offered at surprisingly low prices. 

Any merchant who has held back his lines, at these times when the more energetic 
are slaughtering theirs, under the plea that there is no profit in cutting prices, has usually 
lost more in the end than he could have gained by joining the procession and adding one 
more sale to the already large number. 

There is a time for the special sale and a time for the clearance sale. The sale should 
be held at that time, although special sales can be made quite successful even when held 
out of season. 

Almost any line of goods can be sold at any time. Straw hats would be hard to dis- 
pose of in mid-winter at any price, but overcoats can readily be sold in mid-summer when 
there is a good reason for their being offered then. The price inducements must be such 
that would mean a great loss to the merchant, but the fact remains that they could be 
sold. Such offerings of merchandise is never advisable and should not be attempted 
unless it is absolutely necessary. 



CHAPTER XXXV 

THE SPECIAL SALE 



THE object of a special sale is usually of a two-fold nature. First, to make a noise; 
to attract attention; to draw more people to the store; to increase sales. Second, 
to close out lines that have been purchased at a particularly attractive price, or 
to reduce the stock of some line that has been a slow seller or of which too many were 
purchased, in as short a time as possible. 

The result, as stated in a previous chapter, is usually an increased business at an 
increased profit and the making of many new friends for the store. 



206 HOW TO ADVERTISE A RETAIL STORE 

The necessity of a sale arising, or it being found desirable to hold a sale for some 
reason, it must have a name. More depends on the name than would appear possible 
to the casual observer. A poor name has been known to kill a sale that should have been 
eminently successful. "Special Sale" is hardly sufficient now to attract attention, it has 
been used so often that it is often overlooked in the search for something new. 

The name selected should be novel if possible; it should mean something; it should be 
such that the name can be used as the text for the introduction of the advertisements. 
It may consist of the name of the article and the word " sale," such as, "Shoe Sale," "Shirt 
Sale" or "Hat Sale." It might allude to the time the sale is to run, such as "Nine Days 
Sale," "Friday Bargain Sale," or "Two Weeks Sale." It might be called a "Success 
Sale" or a "Prosperity Sale" and the introduction, or reason why of the sale be along 
the lines of "having had a good season, desire to share prosperity with customers." A 
list of sales names that have been successfully used can be found at the close of this chapter. 

Having decided to have a sale and selected a name for it, the preparations begin. 
First of all the goods must be there to be sold. It is folly to advertise a line of goods 
at a very low price only to have them all sold an hour after the sale opens. People must 
not be disappointed in this way. Have plenty or say there are only a few which will all 
be sold out early in the day. 

The usual method of advertising a sale is to make special announcements in the news- 
papers, using large spaces; by announcing the event through circulars mailed to the firm's 
list of prospective customers, and by house to house distribution. Special interior and 
window displays also form an important part in advertising a sale. 

The newspaper advertising of a sale is very important. There is no way in which 
a merchant can waste money so easily as in newspaper space. It can be wasted by using 
too little space as easily as by using too much. 

If it is thought desirable to announce the sale before hand, and it often is, the first ad- 
vertisement need not be large. In cases where space is comparatively cheap, a space of 
five inches double column deep, would be ample. This advertisement will merely an- 
nounce the preparation of the sale, the date upon which it is to open, and give just enough 
information to make the public curious. In some cases it may be desirable to make 
two or even three announcements like this, before the day the sale opens. In this case, 
a little further information should be given each day as the time of the sale approaches. 

A live merchant began advertising a special clearance sale by arousing public cur- 
iosity. He had the word " Listen" inserted between every news article in his daily paper 
for several days previous to his announcements of the sale. This started people wondering 
at first, then to talking about it and asking one another what it meant. In the course of 
time a page advertisement was inserted and a "Listen Sale" was inaugurated. 

By this simple means this merchant derived double value in his advertising. People 
talked about the odd name for the sale and advertised it. They talked about the mer- 
chant and congratulated him upon his original ideas. He was held up before all eyes 
as a splendid advertiser. A reputation of that kind is usually as good as a bank account. 

The day before the sale the great advertisement should be used. In this advertisement 
full information should be given. Prices should be quoted, and goods described. Usually 
this large advertisement will hold the attention of the public for several days. The day 
of the sale, however, should see an advertisement announcing that there are plenty of 
bargains remaining, that assortments are just as good as ever. This advertisement need 
not be larger than the usual space used by the firm. The following day, or on Friday, 
for Saturday's trade, a larger advertisement should be used. In this way during the time 
of the sale, the advertisements might alternate, large spaces with smaller ones. When 
the sale begins to show signs of dying a natural death, it should be revived by large adver- 
tisements. If this does not revive it, let it die — the public is satiated. 

The size of these large advertisements must be determined to a great extent by two 
things: first, the cost of the space; second, the custom of the town. If it is customary to 
use half pages to announce the bargains at special sales, a merchant can hardly expect 
quarter pages to make the sale a success. The cost must be considered, it is true, but 



THE SPECIAL SALE 



207 



SALE of MEN'S SUITS 

A wholesale cusiom lailoi «ho oieri lo onl> mosi eKlusrvt iiade in iiige iiiiei 
>.-5 lorced b/pattnejibip changes 10 sell his entrie slock quicklv- We bought il. 
II foirisls ol 1 779 Spring and bummei Suits in sues lo fn eve'> one Iton. boys ol 
16 10 men ol 4b inch chesi measure 

Ih( STYLES »rf ibMJiii'fK n(» liWS models md palliins «jn> »ii t.cl„s..e <ii. (Oilm.-O nni| 

«iir Dfsi Fr.'(K( m.Tnui3(iiirfs Tht ieigi and ;itpaca lining; are of putt -'ool ano iht yU onfi yi t3f:J 
■ ^'inlii, Hrivcillfi.i Ourheiic and Pongee 

rhi TAILOPIN'^ I! ihi tiiJli'M g'=d( lO.irneyn-in won Thi »oil or bi«iornoles, cnlbr^ Ispfh 
ji),l linings iho*'> itii 'o.Kh o( maslei hinds Tlit IPOUSERS ino VESTS ix j- cirMi.ll, laHoitJ a. 
ilt( o-.i'^ ind ihf ) hjve ,ill the anark^ ol 'inisb in whtct" parlKulai men detigtil 

Hi.ridieds 01 siiil' ol Ihi- mnlii m on thi lablev ol olliei largi and good lloif, rign, nnt in 

Thi manviliriiirei h.i! m iht poilet ol (vei, con a latjel leading ■Thi; garmrni n gu.ir,initfj lo 
JO,. I feiail clolhifib. who will ;.d)iisi ill (him; ai oui tnpen;f In adtfinor loihii sland; Ihf lifil: gii.ir 
.11 et "Vo'ii *aiisliclTon ni youi monf> back ' And wt warn jOn 10 opefi wii'laclior, Iron- ilipvf suiiy 
not -ircoiding lo ihf pnre yoi pa) loi ihem. bul according ic iheii legulai prices 
Grade I -Everr Garment Mada Crade2-Cvety Garment Made 
«a Sell at *13 or More. •9.50 to Retail at »IS or More. »I1.50 



^'£tzP.FBB $q 50 



Grade a-£very Gar- 
ment Made to Sell at 
• ZOor More, 913.50 



Cradf 4— Every Ctrmeot 

" tloRtttilkiSil 50 

ortJi. *J5.;0. 






Get the Habit. Go to 



UNION SQUARE, "' Bro.«.., 




the large advertisement, the king-pin of them 
all, must be as large as that used by others in 
the same paper, and sometimes even larger. 
The size of the space used has become so closely 
associated in the minds of the public with the 
importance of the event that large spaces pay 
better in these cases than smaller ones, even 
if the announcements are inserted fewer times. 
It is sometimes possible to place a limit on 
the length of these special sales. If the mer- 
chant has held many of them, he knows pretty 
well just how long it will take to dispose of the 
lines to be sold. In that case he can announce 
the sale for so many days, and thus concen- 
trate the business within that time. But if he 
is supplementing the sale goods from his regular 
stock, as is often done when seasons are fairly 
well advanced, or when stocks are unusually 
high, he will wish to continue the sale as long as 
any interest is shown. He will find that a 
large advertisement used whenevef interest 
seems to lag, that interest is again revived. 

In the advertisement of Brill Bros, there is 
entirely too much matter for the size of the space 
used. It is too crowded and presents a prosy 
appearance. In its original size, eleven inches 
by three columns, it was perfectly readable but particularly uninviting to every one 
who was not anxiously on the lookout for a suit. The prices are displayed in a tempting 
manner, being four lines deep. Note the phrase "Get the Habit," which is used in 
all their advertisements. 

A study of the Brownsville 
Woolen Mills Store shows us an 
advertisement the direct opposite 
in many ways to that of Brill 
Bros. The display is all that one 
could ask for. It attracts the 
eye. The cut, the headline, and 
the price are all so prominent 
that one could not miss seeing 
them. Yet it is not a good ad- 
vertisement. In Brill Bros.' ad- 
vertisement we find too much 
said for the size of the advertise- 
ment, but not too much to give 
full information about the sale 
and the suits being slaughtered. 
In the Brownsville advertise- 
ment there is not enough infor- 
mation given. "100 men's 
suits worth $12.50, $13.50 and 
$15.00, now $8.50," does not 
tell us whether they are light or 
dark patterns, two or three 
pieces to the suit. It doesn't 
give us any particulars of the cut, 




Clearance 
Sale 



Of lOOMen'sSuits Worth $12.50 
$13.50 and S15.00, Now 



s 



50 



Everything in the House at 
Greiatly Reduced Prices 



BROWNSVILLE 

WOOLEN MILLS STORE 

Opposite Chamber of Commerce. Third and Stark Sis. 



208 



HOW TO ADVERTISE A RETAIL STORE 



whether they are single or double breasted. We simply must go to that store to find out 
what kind of suits they are. We can only judge the value from the quotation of prices. 
On the other hand, one reading of Brill Bros.' advertisement convinces us that the suits 
are really excellent value. Good sensible reasons are given why the cut in price is made 

and a reading will easily show us 
whether the suits are likely to suit 
us or not, for they are properly 
described. 

Wageman, of Cleveland, be- 
lieves in cuts. He has one in 
this advertisement occupying 
three-quarters of the space. It 
is really good too. But words 
are sometimes more profitable 
than cuts. In this case prices are 
quoted just as they would be in a 
price-list where you have to turn 
back to a certain page to find out 
what the article is like. Unfortu- 
nately, there are no pages back of 
this list to turn to, unless it be a 
competitor's advertisement. De- 
scriptions of goods should proceed 
or follow price. Price is of no use 
unless a description is given of 
the article priced. 

Read the introduction and ar- 




gument. What do you make of 
it.'* Simply that there is an epi- 
demic of "Sales" just at that 
time. Wageman takes his fling 
at them, casts suspicion upon 
them, and then turns around and 
blows about what he is going to do — not what he is doing. Nor does he give any 
reason why he is doing it. He then turns around meekly and says, "If you've con- 
fidence in our goods — confidence in our statements, and need anything in our store — 
we're ready to serve you at these prices." "If!" "If!!" "If!!!" "If," should never 
appear in any advertisement in this manner. Drop the " if " altogether. Say, "when," 
instead. That's meek enough. 

The Brownsville and the Wageman advertisements are lacking in many essentials 
that should characterize a sales advertisement. They lack first of all that "tempting 
power" that is necessary to draw trade. Both are attractive advertisements as far as 
eye attraction goes, but they are not satisfying when read. They do not even rouse 
curiosity other than a mere casual thought of, "I wonder what kind of suits they can be 
at that money .'^" Brill Bros.' advertisement is a model of its kind. It is convincing, it 
is satisfying, it arouses an interest in the suits advertised and we find ourselves curious 
enough to step on a car and go to see what we shall see. 

I. Rude, the little tailor, starts off with a big lie. He then explains that it really 
amounts to a give away, but no prices are mentioned. One immediately imagines the 
salesmen in that store sizing up each customer as they come in, setting a price on them. 
If they should happen to strike one a notch too high it is accommodatingly reduced 
while you wait. This is not a good sale advertisement. There is no enthusiasm, no. 
" hurrah " about it. 

Beside the newspaper, advertising circulars or dodgers are usually used. They very 
often are merely a copy of the first large advertisement that appeared in the newspaper. 



THE SPECIAL SALE 



209 




dive Away 

Of UfMVER 

Clothing 



These are printed on a little better paper and mailed and distributed from house to 
house. 

The window and interior displays at a special sale are of equal importance with the 
newspaper advertising. These displays are often overlooked entirely. Show cards and 
price tickets should be used in the window and the store wherever there is a place to use 
them. The more the better. The 
goods shown must not be piled up 
in pyramids in the windows and 
scattered loosely on bargain counters. 
There is nothing that cheapens a 
store like this treatment of goods. 
Neatness should characterize the dis- 
play of cut-price goods as much as it 
does that of the daintiest and finest 
of wares. 

Occasional special sales can be 
made to benefit any line of business. 
They offer an outlet for slow-moving 
stock and for special purchases at 
bargain prices. There is no better 
method known for increasing sales 
and profits in a short period of time. 
This method may be likened to the 
hot house forcing of the florist. By 
extra care and special methods he 
can make flowers grow out of season. 
By the special sale method a merchant 
can produce business in dull seasons. 

This method of doing business means that the merchant must be aggressive and alive. 
There is considerably more work and worry encountered in special sale methods than in 
the take-things-easy-let-business-come-if -it-will style. The firm who undertakes to 
force business is always the successful one — the other exists merely on sufferance. 



Ton do yoowelf an injnabce if you buy a Suit 
or Overcoat before eeemg the values we oHer, 
actually a GIVE AWAY, considenng tbejjrice 
these Suits and Overcoats were ordered for The 
express companies returned to us a good many 
ordered by parties out of town, who failed to take 
Jiem out. We got good deposits, and can offord 
to sell them Xsoleas than cost of tailoring to you 
So use buying hand-me-downs and pay more when 
you can buy fine tailored clothing for Jess. As w« 
have almost all siies in the lot, you may be able 
to find something to suit you exactly. We will b« 
open Friday and Saturday until 10 :30 

I. RUDE 

THE LinU TAILOR 

911 15th Street 

Maker ot fim Clotbes for Men and Wooes 



A List of Successful Sales Names 

Some of these sales are of minor importance while others have been the means of 
selling thousands and hundreds of thousands of dollars worth of merchandise in an incred- 
ibly short space of time. In most cases the name suggests the methods followed in pre- 
senting the sale before the public. 

These sales names have been taken from advertisements that have actually appeared 
during the past two years and are therefore the latest ideas in sales names. There are 
thousands of others that might have been selected, but there are a suflficient number 
given here to assist any advertiser in selecting a suitable name for his sale. 



A stupendous five-day sale. 
Mid-winter riddance sale. 
General reduction sale. 
Reinforcement sale. 
Honest sale. 
Drastic clearance sale. 
Challenge sale. 

The beneficial blizzard of white goods still 
storms the store with its January economies. 
Monster department wrecking sale. 
Grand ripping out sale. 
The great end-of-the-season sale. 
The sale the people are waiting for. 



The great winning windup sale. 

Remnant sale. 

This is the crucial sale. 

Surprise sale. 

Unloading sale. 

The seven-day sale. 

Great determination sale. 

A clearing sale that will clear. 

The summer adjustment sale. 

A sale of little things. 

Annual public benefit sale. 

AU-over-the-house special sale. 

Fifth birthday party sale. 



210 



HOW TO ADVERTISE A RETAIL STORE 



The great get your money back sale. 

Birthday anniversary celebration. 

Our great annual silk sale. 

Pre-holiday room-making sale. 

Parting sale. 

Daring December distance sale. 

Quit-business sale. 

The protection benefit sale. 

The greatest of all remodeling sales. 

Mill-outlet sale. 

A sincere sale. 

The startling sale. 

Drapery sale. 

Fall carpet sale. 

Great November piano sale. 

Annual November sale of notions. 

Special cloak sale. 

Great department manage s' sale. 

Clearing sale of gold wall paper. 

A lace sale extraordinary. 

Two days' sale. 

Great mid- month bargain sale. 

Special sale of portieres. 

Liquidation sale. 

Pound paper sale. 

Sale of odds and ends. 

A dollar dress goods sale. 

September fur sale. 

Last and greatest sale of summer. 

Annual low price sale. 

White sale. 

Odds and ends sale. 

Rummage sale. 

Money saving sale. 

September furniture sale. 

Expansion sale. 

Rebuilding sale. 

Between seasons bargain bits. 

Nine suit sale. 

Dump sale of good shoes. 

Keep busy sale. 

Pre-Inventory sale. 

Inventory sale. 

Stock-taking sale. 

Department managers' sale. 

Trade sale. 

A howling sale of 

Two dollar sale. 

Quarter-of-a-century sale. 

Great one cent sale. 

Room making sale. 

A bargain aisle sale. 

Drop curtain sale. 

Golden anniversary jubilee sale. 

Make-room sale. 

Necessity sale. 

Success sale. 

Closing out sale. 

Great 10 per cent, discount sals, 

One day sale. 

Clean-up sale. 

Great pre-holiday clearing sale. 

Great stock reducing sale. 

The ripper sale — when we rip prices in two. 

Price revisal sale. 

Economy sale. 

Sensational half-price sale. 

Big slaughter sale. 

A thrilling silk sale. 



The big suit sale. 
A mammoth silk sale. 
A $20,000 sacrifice sale. 
Sale of importance. 
201st Friday bargain sale. 
Rare sale. 
Great shoe sale. 
Noonday sale. 
A very special sale. 
Jobbers' and manufacturers' sale. 
Free gift sale. 
Great sample waist sale. 
A hosiery sale. 
Table day sale. 
Phenomenal suit sale. 
A great Friday dress goods sale. 
Great discount sale. 
Big cash clearance sale. 
Our big end-of-the-week sale. 
Grand millinery opening sale. 
The fire sale. 
Twelve day removal sale. 
Prosperity sale. 
The great cyclone sale. 
Consolidation sale. 
A sweeping sale. 
A clean sweep sale. 
Receivers' sale. 
Sensational sale. 
Sale of manufacturer's samples. 
Sale of black silks. 
Corn celebration and harvest sale. 
Special purchase sale. 
Clearance sale of groceries. 
A sale of albatross. 
Annual Thanksgiving linen sale. 
Big sacrifice sale. 
Sale of fern dishes. 
INlid-month-sale. 

The greatest glove sale in the West. 
Black dress goods sale. 
Sale of odd curtains. • 
Friday shoe sale. 
A slaughter sale. 
Rich cut glass sale. 
Great October reduction sale. 
A sale of high-grade leather covered furniture. 
October sterling silver sale. 
Sale of neckwear. 
Important waist sale. 
Another mid-month grocery sale. 
Enormous silk purchase sale. 
Most wonderful bargain giving sale. 
Money raising sale. 
Hosiery sale. 
Extraordinary sale. 
The Saturday picture sale. 
Carnival week sale. 
Dissolution sale. 

Extraordinary sale of gloves under regular 
prices. 

Great sample sale of rugs in carpet sizes. 

Between-seasons sale. 

A great sale of small things. 

Sample sale of shoes. 

Great reopening sale. 

September notion sale. 

One week iron bed sale. 

Salvage and wreckage sale. 



CLEARANCE SALES 



211 



Removal sale. 

School suit sale. 

Great introductory silk sale. 

Our semi-annual sale. 

Wash waist sale. 

No excuse sale. 

Friday hour sale. 

Grand fall opening and anniversary sale. 

Special sale of new fall styles. 

Semi-annual dollar sale. 

Pant sale. 

Trade stirring sale. 

Timely sale of household fixings. 

Great special sale. 

Big blanket sale. 

Out-of-the-ordinary sale. 

Attention sale. 

Annual September lace curtain sale. 

Remnant sale. 

Home stretch sale. 

See-saw sale. 

Blue pencil price sale. 

Special three days' sale. 

Mammoth improvement and remodeling sale. 

Great shirt sale. 

Two remarkable sales. 

Great re-opening sale. 

Improvement sale. 

Record breaking sale. 

General reduction sale. 

A forced sale. 

Linen clearance sale. 

Our summer white sale. 

Great anniversary sale. 

Morning sales. 

Greatest of our challenge sales. 

A picture sale for picture lovers. 

Our May undermuslin sale. 

Sale of some interest. 

A gigantic sale. 

A stupendous silk sale. 

A gigantic silk sale. 

A Christmas sale of suits. 

Sale of cut glass. 



Holiday sale of pianos. 
Wonderful sale of new furs. 
Another silk petticoat sale. 
Cut glass sale. 
Sale of holiday umbrellas. 
A very important fur sale. 
The greatest coat sale. 
Gigantic unloading sale. 
Big receiver's shoe sale. 
Annual Thanksgiving china sale. 
Boy's suit sale. 

Evening sale of men's overcoats. 
Sale of groceries and wines for Christmas. 
Merry Christmas sale. 
Sale of beautiful lingerie waists. 
Domestic rug sale. 
Great blanket and robe sale. 
Our first fall sale. 
Great special suit sale. 
A grand fall carpet sale. 
Clearance sale of street hats. 
Inauguration sale. 
Sale of carpet rugs. 
A one-day drapery sale. 

The Christmas sale of fancy china and rich 
cut glass. 

Holiday sale of handkerchiefs at lowest prices. 

A great watch sale. 

Our glorious lace curtain sale. 

Sideboard sale. 

The greatest sale of women's outer garments. 

Annual December sale of muslin underwear. 

Special Christmas sale of furs. 

Pre-holiday sale of silks. 

Christmas jubilee sale. 

Sale of black suits. 

Bargain sale. 

Holiday sale of fine furs. 

Sensational holiday rug sale. 

Oil painting sale. 

Japanese china sale. 

Meat sale. 

Imported Japanese china sale. 

Unusual sale of black goods. 



CHAPTER XXXVI 



CLEARANCE SALES 



THE semi-annual clearance sale is a settled institution in many stores. Year after 
year many merchants spend considerable time and money on their clearance 
sales. They would not try to do business without the use of a clearance sale 
twice a year. 

The semi-annual clearance sale is of vast importance to every merchant handling 
apparel of any kind. There is now such a marked distinction between most of the goods 
worn in different seasons that it is absolutely necessary to clean up each season's goods in 
that season. In the majority of cases, even in staple lines, it does not pay to carry any 
lines over from one season to another. Styles are changing so rapidly and the public 
are being educated to wear only stylish goods, so that a merchant risks great losses by 



212 HOW TO ADVERTISE A RETAIL STORE 

trying to palm off last season's styles as new. "Give us something new — something dif- 
ferent" is the cry on every hand, and the manufacturer and retailer are eagerly trying to 
fulfil the demand. 

In a great many cases merchants find that it pays to go into the market and pick up 
seasonable lines to be placed on sale at these clearance sales. These goods must be pur- 
chased at a price concession sufficiently large to yield a profit when being retailed at a 
reduction from regular price. 

Merchants with a large outlet find no difficulty in picking up considerable stock in 
this way. The end of the season is still in sight for the retailer, but with the wholesaler 
it is different. The end of the season is past due and they are working on next season's 
lines. They usually have considerable stock left on their hands, 'some being counter- 
mands, others being returned goods, while others may never have been shipped because 
turned out too late. The wholesaler welcomes the retailer who approaches him with 
cash in his hands, and sells at a loss rather than hold them for a better offer. 

The clearance sale can be made of considerable importance and can be the means of 
increasing a store's output to a considerable extent. The grocer even could find it to his 
advantage to hold a clearance sale. He can make slight reductions on lines that are ready 
sellers and cut the price deeper on lines that ought to be sold before their freshness is 
gone. In his case the advertising must be slightly different from that of the dealer in 
ready-made garments. He might call it an inventory sale and with considerable inge- 
nuity bring the people to think that his sole object in selling at cut prices is to save a lot 
of time in measuring bulk goods and in counting the innumerable lots of small things 
they sell. Should he have any goods that are stale and undesirable he had better throw 
them into the garbage can and save himself a whole lot of trouble. 

Usually the clearance sale should be made to serve two objects: First, to clear the 
stock of odds and ends, stickers, left-overs, shop-worn and damaged goods and any unde- 
sirable articles he may have; second, to make as many new acquaintances as possible. 

Price is a magnet; low prices attract and high prices repel. A clearance sale with its 
huge list of low prices will draw people into a store quicker than any other means that can 
be used. At least a part of these new customers will stay with a store and become stanch 
and true exponents of the truth that "a satisfied customer is the store's best advertise- 
ment." 

Besides being an outlet for goods, desirable and undesirable, the clearance sale is 
valuable because it acts as a business tonic. Coming as it does when trade is dull and 
there is very little regular trade, it livens up the store. It also helps to keep the sales force 
in working trim. 

A clearance sale is of little use unless there are plenty of bargains. These are usually 
to be found in the odds and ends that have accumulated during the preceding six months. 
It's hardly necessary to say that the cost price should never be thought of in making the 
selling price of these goods. They should be marked at a price low enough to make 
them move out even if that price is only half of the original cost. First losses are 
usually found to be the smallest. 

Besides the bargains, the successful clearance sale demands a number of leaders. 
These leaders are to be used as baits and stimulators. The leaders should be desirable 
goods for which there is a steady demand. If a few cents are lost on each leader sold it is 
made up in the general effect they have on the sale. 

Several of these leaders must be offered at the opening of the sale and the rest held 
back. They are only to be brought forward as required to increase interest in the sale. 
In this manner a sale can be kept up for a month with little trouble — provided, of course, 
there are goods in sufficient quantities to be sold at cut prices. 

As sale advertising is primarily intended to bring the crowds to the store, every avail- 
able space should be given up to displaying the marked-down goods. The more lines 
openly displayed the more sales result from the sale. Price tickets plentifully used are 
a great time-saver in these special sales. 

The same method should be followed in the advertising of a clearance sale as in the 



CLEARANCE SALES 



213 



special sale. The advertisements differing only in that they partake more oi the cata- 
logue of lines and prices. These prices must be cut prices if they are to be of any use in 
drawing people to a sale. The cut in price should be made very prominent. Large type 
prices emphasize the magnitude of their value in the eyes of many people so that large 
black-faced type should be freely used. 

In the Williams Bros. Company advertisement the prices stand out clear and distinct. 
They center the eye upon the item in which the price is shown. A careful reading of the 
advertisement shows that this firm had no sooner completed their Christmas business on 
the 24th of December than they had begun a clearance sale on December 26th. Busi- 
ness must not be allowed to sleep; not even for one week could a large store afford to 
postpone its clearance sales after Christmas selling. 

We do not favor so much space being taken up by a name-plate. A smaller one can be 
seen and a real small one will be found if the reader wants it. It is unnecessary to under- 




GLEAHlNG SALE 

A great money saving event for you. Before the close of the year we want to 
ckar ont the many odds and ends accumubted Jnring the Christmas rush. 
Space does not allow to mention all the bargains you can find arranged on our 
tables, but the following partial list will convince you that a visit to this store 
will prove profitable to you.- 



THE LADIES' HOME 
JOURNAL PATTEENa 



&S:^^.rp"i.!".. lOc 



PRICES CUT INTO HALVES 



Ldie«r Newest Style Capet 
10.00 •~»°wv»!'-«»«ii»*.»('ii"I!^i. 

u.sos.-F".?:^-'^" 

20.00 iS^l^"^'- 



.::!:$5.oo 

^'■"$9.75 



Fiirs for Misse$-~8 to 12 Years—and Children 



$5.00 ^r-frr.;. $2:40 

$7^00^^:^^;: $3.39 

$7.50«;;; ......$3.65 

^10."&kr^r $4.90 



$I.25E""*;i..:;..63cts 
$2.50^:::^'V^:.$1,29 
$3.00Er:rh ..$1.50 

$3.50E^"-:^-"::.,..$i.85 



Girls' Coats— 6 to 14 Years 

$4,00- vc„.. .,,..„... $2.00 
$5.00 -;.c....;,v-., ........ $2150 

$7.50 n..»c.-.n,„.. .,.„.. $3.95 

$9.oo«::™:r::;.::-::$4.85 

$15,"S^;ISr^:::^$7.50 



Perfomes 



u;'."k:"'.', lOc 



Toilet Soaps 



Fancy and Practical New Year's Presents 
AT GREATLY REDUCED PRICES 



Royal Tooth 
Powder' 



.19c. p' 



:-:^T".r."°" ' Tsc 



49c 



...iOc 



.lOc 



.25c 



. lOc 



l«o„, LH.^ C.f, 



.I9c ^^;^^^?^^^^™t 



lOc 



u,:';,.i9c 



i:::::'.:::":... .$3.o6 tz" 



1 9c 



EEMNANTS 
Have arranged on three large tables rem- 
.laiitL of all kinds of"dres3 mat.jriala in all 
lengths. Every remnant is marked in plain 
..(,ures, cheaper than cost. 



$2.60 



'"'" "■^"" ' '■•=•• 




tMth whit., 


pr.nrving 


ni h..d.rma 


th. oum^ 


nd Imp.rlina 


. .w..! . 


om. t. Ih. 


br..Ul. It 


., guir.nX.d 


to b. .inell. 




cd. P.rl... p 


„„h.i.na .nd 


fmiljng It 


plh.wl.. un 




. r.fa'<d.d. In 


. I.nc). m. 






. ..lOc 


T».h ^r„.h..-AI. .ur 


ieo •>«) eoc 


TMth Brv.<<.. 


"""'^ 


lOc 



Talcum 
Powder 





,.l,«„ll. 




;..,.,„„ ucc 










lon >nd 








.nd dc«^.r«.t. 


L.... 




lOc 


."I/ • ■ 


Mcxn.n'. Bor.ln 


ird Al.l., 




lOe 


;„,.«.■ ..d.d„l, 




our .•!• 


iT.ndl BU.r.rt., 






nd POM- 








p.pcr.! 




,n rolK 

""ly 


...8c 



$1.48 ::?."" 



Thre? special bargain tables full with the 

finest china bric-abrac, and fancy novelties. 

Table Marked Table Marked Table Marked 

10 Cents 15 Cents 25 Cents 



Dressing Sacquss. 



:;"r-Vi.f5?;-;:r'^$i.i9 



Pure Candies. 



j^^4S•^*^^'!J6c 



Remnants of all-over Laces, With Embroid- r~ r\ 
ered Edges and Galloon Trimmings; all^Ml^ 
Prices up from i-r V V./ 



We Call Your Attention to the Show Window Ex- 

Eibit of Fine Clothing Marked at Very Low Prices 

— Water Street Side. 



iifighi Gowns. 



66c 



Women's NecKwear. 



214 



HOW TO ADVERTISE A RETAIL STORE 



The best results from 



4 



a midwinter sale we ever had 

Partly due to a splendid assortment of Furniture, largely due to the great re- 
duction in price, and yet another admirable feature is that all goods are plainly 
marked ; no guessing as to value, no uncertainty as to price, 'it's all made plain." 
An indicatioJi of its popularity is seen by the constant changing of our windows 
as the different pieces are sold. We shall continue this sale during the present 
week and those' interested in home "fuinishing can ill afford to miss such an 
opportunity. 



No. 800 — Dresser, in either oak or 
mahogany, French mirror 22x28, 
was $16.50, 
now $13.75 



No. 741— Mahogany. 
Princess Dresser, 
was $22.50, 
now ..., $17.50 



No. 74— Oak 
Dresser, oval mirror, 
was $14.00, 
now $11.00 




X^o. 2080— Metal Bed, bat rail head 
and foot with brass knobs, finished 
blue and gold, 63 inches high, was 
$12.00, now $8.90 



No. 52— Oak 
Dresser, pattern 
mirror, was $14.00, 
now $11.00 



No. -2 — Grandfather's 

Clocks, 

price $55.00, 

now $37.50 




No. 601 — Brrdeye 
Maple Princess 
Dresser, was $27.50, 
now $22.50 



No. 643— Gold Bed, 
height 63 inches, was 
$8.50, now. ..;.$6.7S 




No. 201+— Blue Enamel Bed, height 
65 inches, was $7.50, now $5.90 

No. 2011— White and Cold Bed. 
lieisrht 63 inches. Colonial posts, was 
$8.50, now $6.25 

No. 817— Brass Bed. 2-inch pons, 
sU-ell front, height 63 inches, w.ts 
$38.00, now . . $25.00 

No. 647— W. O. I-^at Rack, with 

French plate mirror, was 

$7 50, np^v $5.75 



No. 93 — Costumer, 
was 90c, now 



ill finishes 
65c 



No. 200— Reception Chair, was 
$3.25, now ... '. . . ^ . . . $2.35 




No. 22 — Chairs, with arnts, splen- 
didly made, were $1.75, now.... 90c 

No. 81— Oak Chiffonier, with shape 
mirror, was $12.00, .now $9.25 

Xo. 79— Oak Chiffonier, with Shape 

mirror, was $1 1.00, now $8.50 

No. 700— Chiffonier, serpentine 
front, was $25.00, now $21.0C 

No. 100— G. O. glass door, double- 
.\Vardrobe; was $25.00, now.. $19.00 

No. 68 — 1-2 G. O. single panel door 
Wardrobe, was $12.50, now.. $9.75 

No. 55 — G. O. double panel door 
Wardrobe, was $12.50, now., .$9.75 

No. 741 — Birdeye Maple Princess 
Dresser, was S22..S0. now... . . $17.50 



/v*A/wvwvvw% 



Gibson of Memphis 



fc^»wv»^/v\/^vvvvvv%^v'fcvV<>yvyyvvv^^v'^^vv^/v'vrii/vvSAA^MV^ 



rule an introduction in thi.s way to make it prominent. White space is usually more valu- 
able. There is entirely too much under-ruling in the advertisement; under-ruling of 
whole paragraphs is unnecessary. If there is a word or a phra.se that requires emphasiz- 
ing, under-rule it, but avoid the use of too many rules in this way. 

The fact that new lines at cut prices are to be added to the sale goods from time to 
time should be clearly stated in the advertising and emphasized strongly for the purpose 
of having people visit the .store day after day. 

There should be a large measure of enthusiasm manifest in these sales. Every sales- 



CLEARANCE SALES 215 

man must believe that he is giving special values; he must also impress this fact on the 
minds of his customers. This enthusiasm should never extend as far as exaggeration, 
however, because that makes the advertiser out a liar. A lie is a hard thing to live down. 

The advertisement of Gibson of Memphis is shown in this chapter because of its entirely 
different make-up to most " sale " advertisements. It may not be strictly a clearance sale 
advertisement but it partakes of the clearance sale nature. The furniture sale is an 
annual, or semi-annual, event with most of the large stores and as such may be classed 
as a great clearance sale event. 

In this advertisement is clearly shown the strong effect to be gained by the use of 
white space. The cuts are so arranged as to make the whiter portion of the advertise- 
ment more prominent. There are no heavy headlines used. The one used at the begin- 
ning is in keeping with the balance of the advertisement. As a usual rule a light border 
is used around heavy or black appearing advertisements and vice versa. In this case 
the light border is used around the light advertisement adding to its prominence. 

This advertisement is worth considerable study. The introduction, while not par- 
ticularly strong, is good because there is no bombast, no flourish, no boasting. It is simple 
and reads true. Any one can tell that it is an earnest setting forth of facts. It has that 
ring of quality in it that many introductions lack. It does not put one on his guard 
against imposition by suggesting suspicion of its truthfulness. 

The descriptions of the different offerings are not quite as strong as they ought to be. 
They are hardly full enough. The price reductions are reasonable. People of means 
will take advantage of these offerings — people who have money to spend. The masses 
will be attracted usually by an entirely different style of advertisement. Gibson of Mem- 
phis gives us an unusual advertisement, one that is worth while. 

McKelvey, Youngstown, Ohio, produces an advertisement intended to reach the masses 
and which no doubt filled the big store to overflowing. The sale is called, "The July 
Jubilee," and gives us cut prices on a great many classes of goods. 

The typographical arrangement is pleasing to the eye, yet as a whole the advertise- 
ment is not one that would attract attention for its strength. The lack of illustrations is 
somewhat made up for in the box arrangements of the two outer columns. 

The first glance one gives to this advertisement rests upon the prominent prices dis- 
played. But as there is nothing upon which one can readily concentrate the gaze the 
eyes are apt to wander from one price to another wondering what they all mean. The 
white space in this advertisement is so diffused that one sees only a mass of gray matter. 
It is not a restful advertisement. There are too many broken lines where there ought 
to be solid paragraphs. 

Shepard Norwell Co., Boston, Mass., on the other hand, gives us a splendidly ar- 
ranged sale advertisement. The eye does not wander from one spot to another but is 
immediately attracted to one of the advertisements within the advertisement. Descrip- 
tions are fuller and are not so bombastically announced. Compare the introduction of 
this advertisement with that of McKelvey's. In the latter there are many high-sounding 
adjectives, reminding one of the puffing of the exhaust pipe of a steam engine, while in 
the Shepard Norwell Co.'s introduction there is merely a plain announcement of the 
sale which is far more convincing. Both advertisements are pullers, but they are in 
entirely different classes. McKelvey's advertisement pulls because of the price reduc- 
tions, while the Boston advertisement pulls from its great power of suggestion. 
McKelvey's advertisement in a Boston paper might meet with but little success, while 
the Boston advertisement would be successful anywhere in bringing about results. 

In the following paragraphs will be found some excellent examples of sales intro- 
ductions. While all trades may not be represented, there are a sufficient number 
to show how it is done. These have been clipped from advertisements printed in 
various parts of the country and show the way in which expert advertisement writers 
make the stories of their sales interesting. The advertiser should study every example 
carefully because the introduction to a shirt sale may contain an idea applicable to a shoe 
sale and vice versa. 



/- 



216 



HOW TO ADVERTISE A RETAIL STORE 



Booby Sale 

Consolation sale. Bargains for those who were unable to get to the first sale should be 
made the theme, a sort of consolation bargain list. Stimulation sale to stimulate business 
during quiet months. Booby sale. You've all heard of booby prizes for those who failed 
to secure prizes of greater honor. This (booby sale) is especially planned for those who 
failed to secure their share of the bargains at our January clearance sale, etc. — A. C. 
Smith, Thamesville, Ont. 




62c 



Women'e 75c Cambric 
Gowns, hijtb or low neck, bc-o 
tnmjiied. CIear6nc« 



.49c 



OLEARANCE-QtriCK, DECISIVE AND COMPLETE-IS THE OBJECT. FEARLESS PRICE - CUTTINO - ANNIHILA 
TION or PROFITS- A TOTAL DISREGARD OF COST, IS THE METHOD FAST. FIERCE 8ELUNG ^ EAGER AND 
ZEAIJ5DS BDTING^HAPPY. JUBILANT BUYERS-AND SMALLER, CLEANER STOCKS WILL BE THE OUTCOME SOME 
OP THE CHOICEST BARGAINS ARE LIMITED IN QUANTITIES AND THEY WILL BE SNAPPED OP BEFORE THE 
FIRST DAY IS OVER. PERHAPS JUST THE ONES YOU WANT-SO COME EARLY 



WomPO's 7!}.: full Cambrto 
Skirt, deep flounce tnoimed 
^ith three lierostilcL^d lucl:s 
aod lace e<)pn)!. Cle«r- JO. 
nnc* price ftw 



(leo't $l,(iO foil Cimbrie 

made with 18-mch 

. trijliDied with law an,i 

,»ed^.C.e.r ^^g2c 



V Etnbnjidered Batiste. very' 
,T ind fine. CJcir- Tl- 

jince. yd .. . /jC 

S'S^''-^'''.'7}c 



No 80 e«lin TalTeta Ribl.on. 
all (food 8luule« for (nrdJc^. 

pnce. poryd , ... lOC 






ChiMrtn'B Hntii bIm Hate for 
he •A<W-T I'wplp. p»-«tly rtyloi. 



$2.98 



m« of wtich Bold lu bigh Ad 
• and %C. CI<*ranc« _ . 

.c,, $1.98 



$1.00 
. 49c 
.-•.lOc 



-■^.Xrv. 25c 
H«o.*i i'.."cV '/""' ..25c 



15c 



.25c 

,.d njnln«. 

$1.69 



Women's Wash Suits, Skirts and Sliirt Waists 
:r.rH>x*'"""r~l "-^ ."°"""....Z.$T"50 

$3.75/ S4.50 "anTsXeS 
Women's Wash Skirts 

S2.50 fall pleated Periiiu Lawn Skim. Clearance prlco SLSO 
J2.50. IJ-troro ihnink MMlIn Ski ■ "" i- - 

$3.00, 29-g»ro ahntnk Mujlin Bk 



Clearance sa 
Cloamace p 

Wash Jacket Suits 



o,„i'v::^''„r'-.^-':;..'-r-v- %^m 

Wash Jackets—Eton and Box Styles 

$4.50 JackeLi. Ctearanc* price ... 92.98 

*3.!jO Jackeu. Clearaiice price . S2 75 

$3.26 JftCkeU. Clearance pric*. $2.25 

White Lawn Shirt Waists 

MOO Waiila . .59c 75c Wa"ul» 39c 

*1.25. »1J0 and $1.75 W.i.t. $3.50. i.,.75 and $4..'0 -(Taisx 

at «K at . . $2.48 

I $1.75 Waists. sUplil. 



$3.00 and $3.3 



«.9S 



Children's Colored Dresses 



42c 
S3.50 



S -" -. •"" p"'. t.. .«.» .« ^ ... .„ ,™ .,,1 1. ,^„,. .„..„ 

filti Th«l Ftrmtrli Sold from SI5.00 lo S40.0a Prictd 

■I t$.98, SI. 75 and SIU.76 



Oood Ciothieg at Less Tban Halt Price 

We've been offering wondprfu] .value in our Clolhing St^otion 
— we've been selling nien'a sample suits ajl choice paltems. raadf 
this Beaton, bought from one of (he leading cIolhiDg' manufnotur. 
ers of the oounto". ^orth 10 anj and »1 je 

S15. for , ..... .. . ;>/,40 

left from this sale will be soM dorinc CC OC 

$8.50 



Chcicc Suits y-hirh we have been sellmg for $9.95| 

ir the Jnly ' 
Ynuoe^ Men's Saits, in raocy 



i^fK) left, all go or the Jnly Clearance for. 
'aste^ Coats. 



$1.50 .Soft or Stiff Hat» 



$3.50 
$6.50 
. 98c 
Any Chance for Impravement on Your Feet? 

Ijfdips' Ooodvpar Welt Shoes, lace and buKon. |)alent vici. 
jnin melal. bo.\ calf, jind vici ki.I, inadf by Drew Silby Co. J^-pver 
soM liy any imuse for less llwin ¥«i.JO. ipn q** 

t'lpaiance price. Dcr nnir . .,. .».. . ;.VCi3u 

Miucs' and Ohildreo'i Rid 1.nre Shoes, strictly i^oli'd leather, 
mzes 5 loii, 48c; sizch 8Vj to U.TSc; Rizes 11'^ to 2. B&c. 

We have in the iieiglihorbovd of 200 pairs of ChiLirenN 
Uhite Canvas OxfonU, wzp8 5 lo 11. worth fiDe to ?.'«• .Mso 
mines' in sizPR 11"/, fo 2. worth Wc. all will go on sale ysO- 

>rinfly morning at. per pair Hub 

\Voroou> fl.50 White Canvas Oxfords, covered QO. 

I'l-els. Clearance price 90C 

Meii'n Iflce Workinc Shoes, double 5ole The kind you bought 
beforp Ihe ndvnoce in price which is nliout 25 per ccnl ff I iiC 
on lip.ivy good». During Ihis t-aW, \wr piiir . ..iplibU 



UNDERMUSLINS, f ETTICOATS, ETC. 



$1.48 
I9c 

25c 

. 42c 



CARPETS, RUQS AND MATTINSS 

■•r.^ — •'•— 79c 

!"i:r:.'*f';rr"" """"■. ..75c 

.';r'ir ""'!•■•"" """.••.$1.25 

■- "- "•■ $21.48 

;.,.. „o,..^w,.To~ auov ,,53,_5o 

.>....;o>..w,.TC,~,.o.. ^j28.76 



•f Drtii Ostdt" 
Short Pricti 

""■.■^'...'".'"asc 
;;'v:sn;;r:-"'35c 
:irr:v:v"49c 






July Cleararice in the Basement 



$19.60 

'jii.so 

'.'"""48c 
" 9c 



. 9c 
'""•' 84c 

"'$4.98 
$5.49 
$7.49 
$8.29 
$3.49 
$4.49 



RIbbsni. Lacii, Embroldirlti 

.,iv'':!:.r^r';^^""'""i2c 
.,^r^£''.'^£r,r;;;;'~ J9C 



"• 4>ic 
_.^_6c 

""5«c 

.."■'.IOC 
t9c 

"l2J{c 

""'Tic 

" nl9c 

r^2Bc 

Toe 

. VAi 
5« 



I6c each 




THE BIG STOliE 



$150 and $.^50 Silk QCp 
?lts. Iat«t Kail sulos .OUC 

^::,::;?-f?^;^M;:;..98c 



Wo^npn'sCos Hoi Op 

Haudkfrcliiels . . oU 

fcor?hSi'7acl"" """**■ 7C 



26.- Jap.1m.5p Fani. |n| 
faranro price . ... I t2C 
;5c best all wool siipor C«i- 

T^"':'r'. ...58c 



39c 



ic and 6r 


W.,P_„o,„| 


lar^» namb 


er of pa 


tc-ms, but 1 


good qnohlj-. iier 
roll ., 


A 


Good lin 


of I'a, r 


r> for bod 


rooinn, kill 


icns, cl,- 


Clearance 


pnoi-. p«r 
roll. 




6c 



lor. din 


ar lOepaptr., forpV. 1 
n. room.. halU, a.c, | 


Olear.in 


e price, 


.7. 




Wall 


Paper in 


jolid red. 


(men 
.Iripes. 
per roll 


and blue 
.' .9'/. 


lBpe,lrie«. 
four .took 
and llV.c 




3.f. fool Winrtu 
good clolh. Clear 

fiandaonie Wind 


« -Shade.. 

. .25c 

w .Shade.. 

.50c 




SfS ff.it. regnlar e 
<hl Op»qu« Wind 
■prini roller,. Ole. 


lota, good 
. Rbade.. 

■ 35c 




f.\„ .8d 7M,e P.,».r.. 
•IripM. dMigm, block., elc. 

'::— 5c 



STORE CLOSED 
Bunker Hill Day 

Tlif ISIsl anniversary of liie battle 
ol Bunker Hill will be celebrated on 
Vonday, June 18, consequently otir 
store will be closed on thai day. 



XTI icf Street— Tcmp!c Flice— Trtmoni Street 



HOURS FOR 

Summer Closing 

Our business hours Irum Tuesday, 
June IV. to Saturddy.Sepi. 15 incusi\c. 
will be 8.80 a m. to 5 P.M .. except 
Satiird,nys.»iieii we will close at 1 P.M. 



General Clearance Sale of Elegant Suits, Skirts and Coats 

Seasonable Garments for Women at Remarkably Low Prices 

On Tuesdaj morning, June 10, we will offer this season's choicest models in Suits, Skirts and Coats in a general clear.ince sale — 
and our patronscan readily appreciate the significance of this statement All our tailor-made garments, of excellent quality materials, 
in the much wanted colors, up-to-date styles and effects, are included in this event. Make a memorandum of the date — do it now! 



Women's High-Grade Suits 



TAILOKEU SILK SUITS, plaited Eton and Bolero models, lace 
trimmed, hating new circulir and Princess skirts Reduced to 

15.«IU, lO.m, 2d.OO and .'13.^0 

! 50 to 42.50 e»cl.. will 
26.O0 

An exceptional offering ol TAILORED SUITS, consisting of tliit 
season s models, made of broadcloth, panama. plain and fa'-.cy mix- 
tures and mohair mannish materials, various styles and co or$. 
made to sell for 18.75 to 2U.50. Reduced to 

ID.UO, 12.7S, 14.79 and 10.75 

DAINTY SUMMER DRESSES o( embroidered batiste, taffeta, 
foulards, dimities, lawns and a complete assort r.ent ol Linen Coat 
Suits. Marked now. eacli.. 3.98 to 33.ffU 



Women's Warm Weather Coats 



TRAVELLING AND AUTO COATS, in 
tures, etc., full box or semi fitted style 
» or cu.ar.ess. colors grav. navy, tan 
Special values ffered the coming week 



Rajah Silk, fancy mix- 
, 46 I'nclies long, velvet 

black. b:ue and while. 
at prices ranging from 
0.75 to 35.0U 



ETON AND PONEY COATS, exclusive and stylish models, in 
taffeta, broadcloth and laces. The assortment is extensive iind 
prices quite tempting . .' .5.00. 7.00, 8.76 up to 42.5l> 

ADVANCE MODELS IN AUTO COATS, eaborate creations in 
t'le bwagser Scotch plaids, having the new ripp e back, iMtli or 
wit, out s .k-lined hood. 48 inches lo >g. attractive colorings. There 
are two grades represented .n this new model, priced .it 

27,r,i» and 35.O0 

PLAIN AND FANCY LINEN COATS in Eton, long and 
short models. exceptionalLy well made and excellent va ues. 
Clioose from a arge stock at 2.M8. 3.08, ri.tlO up to !0.7r. 



New Prices on Walking Skirts 



WOMEN'S WALKING SKIRTS, made o( broadcloth, voile, panama, 
mohair, homespun and mannish materials, in a large variety of 
piaited. circular and gored mode i, all sizes, waist bands up to 35 
Inspect these garments and compare with those you have seen 
elsewhere. Our prices now .. S.98, 4.60, fi.OO and up t > 8i.0( 



SUMMER AND RUNABOUT TUB SKIRTS, in pique, poplin 
and linen, full line ol desirab'e Skirts for present wear. The dis 
play for Tuesday morning will surprise you, and the prices a:tac led 
insure quick decision. Come early. Prices range 

tJti, t.0», i.60 up to S.». 



Summer 
Millinery 

Novel and beautiful designs 
in Trimmed Hats, suitable for 
all dress occasions. 

TRI.MMED HATS, smart effects in 
White and Black Chip. Neaoo ilan 
and Milan, a!so new moaels in 

• Leghorns. Prices 8.50. 10.50. 12.50. 
15.00 and upward. 

Trimmed Hat Specials 

WHITE AND BLACK CHIP 
HATS, in all the new and popular 
shapes, correctly trimmed with 
imporied roses, lilacs and foliage, 
some trimmed with wings and 
choice rihbo.ns, regular values 8.50 
and 10.00 each. Our special price 
for choice 6.O0 

FANCY WHITE STRAWS AND 
IMPORTED TUSCAN BODY 
H.ATS. effective'y tritAmed with 
silk, ribbons, flowers, quills, etc, 
regular value 5.00 each. Our spe- 
cial price for choice.. .-. S.'05 

Trimmed Hati for Misita aad CfilUrcn 

Beautiful effects in WHITE LIN- 
GERIE HATS. Each - 

4.60, 6.t>0, 6.,50 and 9.50 

CHILDREN'S TRIMMED HATS. 
Ill white straws. Each 

2.»6. 3.96 and 4.96 

WFMTE DUCK AND BATAVIA 
HA rs. in .nil the newest design*. 
26cto4.50 



v.. 



Women's Bathing Costumes 

Something New— Princess Model 

We have originated a new model in Bathing Suits, 
made of the btst quality taffeta. op?n front or back, 
excellent fit, stylish garment. This costume cannot 
bi obtained elsewhere, and we will offer two models in 
taffeta, each ,. 12.60 and 13.5(> 

Princess Modtl, made of Sicilian cloth, our own ex- 
clusive design, each . . 7.75 



Also a Fun and Complete Line of Bathing Suits for 

Women, Misses and Children, at 

2.26, 2.98. 3.98, 4.50. 6.00, 6.75 

and up to 12.60 

8uU Section — Second Floor 



Special Sale of Silk Petticoats 

A decisive markKSown enables us to offer some extraordinary 
values in Silk Petticoats lor Tuesday. The tots are small, but 
values are excellent All the leading color* will be found in the 
^ssonment. Do not miss this opportunity. On sale Tuesday, 
and until all are disposed of. 

One lot ol 5.0) PETTICOATS marked to 9.9S each. 
One lot of 7.50 PETTICOATS marked to 6.»»0 each. 
One lot of 10.00 and 12.50 PETTICOATS marked to e-O". each. 
One lot of 18.00 and 20.C0 PETTfCOATS marked to 1(».00 each. 
One lot of 22.50. 25.00 and 27.50 PETTICOATS now 16.00 each 



French 
Underwear 

Wehavetod -ny naveltiesin 
our stock of „igh-grade French 
Underwear and another reduc- 
tion in prices will surely clear 
the assortment quickly. These 
prices are for Tjuesday and un- 
til all are sold. 

French Gowns 

4.00 Gowns marked to. ". . 2 60 

5.00 Gowns n^ arked to a.»6 

6.00 Gowns marked to 3.»6 

B.CO Gowns marked to 6.06 

10.00 and 12.50 Govns marked 

to K. 7.05 

lS.UOand 17.60 Gowns-marked 

ta 10.06 

French Qiexnises 

1.50 Chemises marked to ^^0c 

2.00 Chemises marked to 1.3^ 

3.50 Chemises marked to 1 .06 

4.0O Chemises marked to a.0<"» 

6.00 Chemises marked to 3.0.1 

8.00 Chemises marked to 4.tt» 

f.OO and 10.00 Chemises marked 

to V «.06 

12.50 Chemises marked ta 8.06 

French Drawers 

2.S0 Drawers marked to 1.26 

3.50 Drawers marked to. 1 .06 

4.50 Drawers marked to ..... . . .2.06 

7..W Drawers marked to. ■...4.96 

lO.GO and 12.60 Drawers marked 

to .; 0.06 



y 



218 HOW TO ADVERTISE A RETAIL STORE 

Boys' Clothing Sale 

An all-round sale of boys and youths' clothing. A really extraordinary money-saving 
buying time long before the season is over — in order to do us good and to allow our cus- 
tomers the benefit of present-season wear at after-season prices. The importance of 
this event is best told by the price lots — arranged on special tables — but to which we add 
the choice of all other lines in this section at special prices — so whether you buy from any 
of the advertised lots or not you are bound to save money — come to-morrow. — L. S. Plant 
& Co., Newark, N. J. 

Dress Goods Sale 

Most wonderful values in our dress goods — bargains greater than those offered in any 
previous sales. But it's the turn of the colored dress goods for a big rushing clearance — 
such a sale, such values, such money saved to the fortunate buyers as you'll not hear 
of again for many a day. Every shrewd shopper in the city will come for a share of the 
savings. Impossible to sacrifice more than twenty pieces of good merchandise like this — 
so the table full you'll find in our main aisle with the big seventy-five-cent sign on it will 
contain all the bargains. Risk no delay — be one of the earliest at the sale if you can. — 
W. R. Lawfer & Co., Allentown, Pa. 

Executors' Sale 

We cannot tell exactly when it will end. This executors' sale is a marvel even to the 
keenest buyer. The goodness of the goods, the smallness in prices, the rapidity with 
which each bargain is picked up, is a fair criterion that what we offer is away below usual 
selling prices. We are ferreting out all odd lots, and for Saturday's selling we have some 
rousers. — The Imperial, Winnipeg, Can. 

Footwear Sales 

Here's the story. We've taken from regular stock all the three, four and six pair lots. 
When thrown together this makes a big lot of bargains. Shoes for men, women, children 
and boys, small lots to clear out. Nearly 500 pairs all together. They'll be piled out 
on the tables, all mixed up — each pair tied together. Only four prices — 98c., $1.25, 
$1.50 and $1.98. The size and price will be marked on each pair of shoes. Shoes of 
patent coltskin, velour calf, vici kid, box calf, satin calf and dongola. Lace, button and 
congress — light and heavy soles — capped and plain toes. Almost any kind of a shoe you 
may wish — ^probably your size. Remember, not all sizes of all dift'erent kinds. Shoes 
for every one — ^the greatest sale we've held in many a day — come dig out a pair for yourself, 
your wife, your husband or your children. You'll save money; it doesn't matter what 
pair you buy. — Jones Dry Goods Co., Topeka, Kansas. 

A special under-price sale for a limited time only, of high-grade dependable footwear 
for women, children and men — footwear that is dependable in every way, stylish, com- 
fortable and perfect-fitting, made by skilled workmen from well-selected stock. Among 
them are many of our own well-known makes. In this special cut-price sale we have 
marked all winter stocks so extremely low, so as to insure a quick and positive clear-up 
of this season's stocks. See window display. — H. Leh & Co., Allentown, Pa. 

Five Cent Sale 

To-morrow's big Five Cent Sale is to be the dandiest of all the Single Price events. 
For 5c. you have the privilege of choosing from forty articles. This great "Nickel Affair" 
is to be the last we are to give during March — it is to be better than any of the former 
single-price sales we have held, so maybe it is your duty to be here and see as much of 
the merchandise as you possibly can. Everything included in this "Half Dime" sale 
will be displayed in its respective department; yards of goods will be found at the wash 
and dress goods counter, ribbons and small wares can be seen at the notion and trimming 
section, and so on. — Philadelphia Bargain Store, Trenton, N. J. 



CLEARANCE SALES 219 

Fur Sale 

Come to the big fur sale. We must dispose of all our stock now. We would rather 
give you the advantage of our cut prices than to take them away with us. This is the 
greatest opportunity you have ever had to get furs below cost. Open evenings to accom- 
modate you. — New York Furrier Co., Trenton, N . J . 

Furniture Sales 

To-day we announce the sale that Trenton folk have been waiting for — Kaufman's 
greatest of all February furniture sales — a sale that includes only furniture that is char- 
acterized by reliability in every detail. It is furniture that combines the ornamental with 
the useful, the beautiful with the durable; every piece made of seasoned wood, strongly, 
substantially put together; fashioned in the most artistic designs. Those who are ac- 
quainted with the unusually low prices that has made our department of dependable 
furniture so very popular will appreciate the extraordinary opportunity this reduction 
sale offers. Of course, you understand that gold trading stamps alone give you the 
advantage of a three per cent, discount. Then, too, there are these two very important 
facts that make this year's sale the greatest furniture event that we have ever announced : 
First — Prices on all furniture all over the country were advanced ten per cent. January 1st. 
We heard of this advance in prices early enough to place our orders before the change 
took effect. Thus we bought at the old price and can therefore afford to reduce our 
prices for this sale from the old prices. Second — Our furniture department has expanded 
greatly during the past year and you will find us well supplied with much larger and even 
finer assortments than we have heretofore carried. Just glance over this list, note the 
remarkable price clippings and then come and let us furnish your room or home at savings 
of anywhere from a third to a half the price usually asked. — Kaufmans, Trenton, N . J. 

The greatest of all March furniture sales. Clearing the balance of our great purchase 
of sample furniture at twenty per cent, to forty per cent. less. Everything is new, bright 
and attractive, high-grade, serviceable qualities in artistic designs and beautiful finish. 
It will be well worth your while to see this magnificent stock and make a comparison of the 
prices we quote with those asked elsewhere for the same grade. You'll find there's a 
decided money-saving on every piece offered. — Gimhel Bros., Milwaukee. Wis. 

GoiNG-AWAY Sale 

A noteworthy "going -away" sale! Perfumery, toilet articles and rubber goods. If 
you are going away to the seashore, mountains or country, it is advisable to buy such toilet 
supplies as you'll need, before you start. The drug store at your summer resort may not 
have your favorite brand of this, that and the other, and besides the prices are a great deal 
higher than here. As we have cut our regular low prices you make a double saving by 
buying at this sale, which starts this morning and continues all this week. — Wise, Smith 
& Co., Hartford, Conn. 

Hosiery Sale 

Now for a six-day hustling hosiery sale. We have got the best of reasons for inaugu- 
rating a sale of hosiery just now. Got too much hosiery — too many late shipments arrived 
simultaneously. We have got the best of reasons why we should not hold a sale of hosiery 
just now. Indications are for a still further advance in wool. But the stock man is 
obdurate. Says stocks must come down. So we'll hold a sale. And it will be an event 
that will rival the brilliant success of our ribbon sale. Values as good, if not better. 
Assortments equally as comprehensive. The majority of this hosiery, owing to an advance 
in wool subsequent to our orders, has been made at a loss. Think then of the splendid 
values this sale offers in making reductions from our regular prices and them so low.- — 
T . Eaton Co., Winnipeg, Can. 



220 HOW TO ADVERTISE A RETAIL STORE 

"Household Things" Sale 

March sales : Two little words that bring you just a hint of most important savings 
on articles especially desired for the home— so-called "household things. " Every resource 
of the store organization has been drawn upon most energetically to make the values more 
pronounced than in any sale of the past. How well we have done our work is now for 
you to say. The various sections concerned speak for themselves in no uncertain way, 
as witness the items below. The sale begins this morning. — Carson, Pirie, Scott & Co., 
Chicago, III. 

January Clearance Sale 

Just a word if you please about the January Clearing Sale. This is the one time right 
after the holidays when we find we have many lines and odds and ends in fall and winter 
goods we would prefer to turn into ready cash rather than carry goods over to another 
season. Just after Christmas we also found it necessary to visit the market and stock up on 
a few things absolutely necessary to accommodate our trade. We found wholesale houses 
more than ready and willing to close out certain things at marked reductions and right 
here is where we saw an opportunity to pick up a splendid lot of loom ends which we 
feel certain our patrons will be glad to take advantage of at the very low prices we shall 
mark on them during the January Clearance Sale. Our purpose is to make it a rouser. 
A most economical buying occasion of the New Year. And at no time could we make 
such exceptionally low prices throughout our entire stock, and as such harmonize with 
the loom end bargains as we are making for the clearance sale. We want to say this, we 
secured a better lot of loom ends than we ever had before. All nice goods and short 
lengths that can be used to advantage and we feel satisfied it will be to your interest to 
attend this sale and take advantage of the special bargains and offers made. The economy 
chance is real and the opportunity to humor your taste for buying at a saving is now — 
during the January Clearance Sale. — W. L. Blanks, Hamburg, Ark. 

January Sale of Lingerie 

All join hands to give success and popularity to our January sale of lingerie. Of all 
such events this stands out alone in the limelight of the public approval. It comes each 
year in January, and as January is the first month of the year, so ranks this occasion on 
our sale list. The manufacturers of our lingerie are recognized the world round as fore- 
most in their craft. One distinguishing feature — a charming one, the exclusiveness and 
distinctive beauty of the lace and embroideries they use. There are thousands of gar- 
ments in this vast assemblage, each without a flaw, amply made of soft muslins, cut as 
carefully as our tailored garments. We have been weeks in preparing and diligently 
examining the samples submitted to us, carefully looking over each garment before put- 
ting on a price tag. We will sell more during this event than ever before, simply because 
we never found it possible to give such extraordinary values. And what is more, the 
saving opportunities we will offer to you will enthuse you into buying a year's supply. 
They are remarkable, unprecedented, marvelous, astonishing. — Reid & Hughes Dry 
Goods Co., Waterhury, Conn. 

Lingerie Waist Sale 

On Monday morning we will offer to our patrons some of the best values in lingerie 
and linen waists ever produced in this department. Every garment has been selected 
with the utmost care, and the display covers an exceedingly brilliant array of dainty crea- 
tions for spring and summer wear. A few specials are herewith quoted. — Shepard Nor- 
well Co., Boston, Mass. 

Anything more dainty than this lot of lingerie waists would be difficult to find. When 
we decided to place them on sale for to-morrow at the price named, the head of this 
department made a strong protest and wanted us to sell them in the regular way and at 
a price in comparison with their worth, but we stuck to our first decision and to-morrow 



4 



i 



CLEARANCE SALES 221 

you can buy these exquisite lingerie waists with yoke made of val lace, embroidered and 
pin tucked, with elbow sleeves, open back, all sizes. — Montgomery Fair, Montgomery, Ala. 

Linen Sale 

Twice a year it has been our policy, since opening this store, to show our strong buy- 
ing power in the line of linens, and for months in advance we watch the opportunity to 
pick up everything good that comes along to sell at special prices. For the sale that starts 
to-morrow and continues the balance of the week, we have arranged an opportunity for 
private houses, boarding houses, hotels, restaurants, etc., to lay in a supply such as they've 
never had before. Special bargains will be the programme every day this week. — Munger 
& Long, Camden, N.J. 

Millinery Sale 

Beginning to-morrow morning, we shall place on sale in our millinery department, 
second floor, one of the greatest import orders of embroideries the store has ever had. 
Only a few patterns of each style, so they will be exclusive— which adds distinction to 
them. Of course there is always first choice. So try to be among the first, for these great 
values will leave the store in a very short time. And don't forget that the embroidery 
sale in its entirety will be held on the second floor, along with the art needlework exhibit. 
— Dives, Pomeroy & Stewart, Harrishurg, Pa. 

Muslin Underwear Sales 

Our annual May sale of muslin underwear commences to-morrow, Tuesday, morning. 
Thousands of dainty white undergarments have been gathered together for this great 
sale. With the superior purchasing advantages which we possess through our powerful 
buying organization, the sale prices will be as low as any former event of the kind, this 
notwithstanding the advance in the cost of all cotton fabrics, laces and embroideries. 
— Geo. B. Peck Dry Goods Co., Kansas City, Mo. 

This great sale of undermuslins begins this morning, continuing three days. The 
garments are, without exception, entirely new styles, bought especially for this event. 
The collection is undoubtedly the largest the store has ever shown. Elaborate displays 
have been made, occupying a large part of the second floor. Whether you intend pur- 
chasing or not, a visit to the store will be highly profitable. For convenience in choosing, 
the garments, except the corset covers, have been divided into fifteen main groups. — TJie 
Crescent, Spokane, Wash. 

The splendid values we are offering in our January undermuslin sale are greatly appre- 
ciated by women of forethought, as attested by the lively selling that is keeping us busy. 
The dainty new styles we are showing, the superior quality of the materials, the care 
with which each garment is made and the very low prices at which they are marked makes 
this sale an exceptionally fine opportunity to supply both present and future needs. — 
Kaufman s, Trenton, N.J. 

Notion Sale 

To-morrow we start a notion sale not alone remarkable for the unusually low prices, but 
also because every item in the sale is of the very highest character. Loeser notion sales 
are famous. This February event is the best of them all. Shrewd dressmakers and 
home sewers will greatly appreciate the opportunities. Clip the list and bring it with 
you. — Frederick Loeser & Co., Brooklyn, N. Y. 

Odds and Ends Sale 

In the balcony to-morrow a dozen big tables will be piled full of odds and ends, broken 
lines, incomplete assortments, etc., from every department. Some of the articles included 
are more or less damaged from the great holiday rush, some are mussed and soiled from 



222 HOW TO ADVERTISE A RETAIL STORE 

display, others are in prime condition. We have marked prices on these goods that will 
sweep them out in a jiffy and everybody in reach of this store should share in the great 
bargain opportunities offered by this "Sweep-out Sale." Come early to-morrow and get 
first pick. — McClures, Atlanta, Ga. 

Shirt Waist Sales 

Early summer sale of women's shirt waists. Six thousand spic-and-span new waists, 
specially made up for us, are spread before you to-day in this remarkable offering. They 
are waists for immediate wear, and the varieties that you will want all summer. Being 
made up to our order, they are in styles which we selected, and which we consider the 
most desirable in each material. The price reductions are quite decisive, and they are 
all the more emphatic because exactly these waists have been selling, and will be selling, 
at their full prices for probably a month or two. There is very wide variety to select 
from. — John Wanamaker, New York City. 

We will inaugurate to-morrow one of those famous shirt waist sales that have gained 
for this department the prestige it enjoys. It will be a further demonstration of our unsur- 
passed buying facilities. The waists we will offer are the entire over-production of the 
largest shirt waist manufacturer in New York, and the prices we quote indicate that they 
must have been bought far below value. — Jackson-Hoyt Co., Jacksonville, Fla. 

Shirt Sales 

Another great summer shirt sale ready to-morrow — a sale that at the least duplicates 
the extraordinary values of last week. That sale not only stirred wide interest among 
Brooklyn people, but among some of the best shirt makers also. And the great dis- 
tributing facilities of the Loeser store brought these makers to us with propositions to 
lighten their stocks. The pick of the shirts is here — those which measure up to the Loeser 
standard of style and fit and finish. It is an event which will arouse wide enthusiasm. — 
Frederick Loeser di: Co., Brooklyn, N. Y. 

A sale of the timeliest importance to every man in Washington who has the slightest 
need for a new supply of shirts now, or expects to have a need later on. The shirts are 
"semi-soft" bosom coat shirts of finest quality imported madras, also plain. Negligee 
shirts of best imported madras. In both light and dark colors, showing all this season's 
most fashionable designs, in neat stripes, figures and checks. Detached or attached cuffs. 
All sizes in the lot. — Goldenherg's, Washington, D. C. 

White Sales 

To-day we commence our annual January white goods sale with absolutely the greatest 
bargains ever offered the Spokane public. Months ago we started to plan this immense 
sale. Estimates were made on the quantity it would be possible for us to handle and the 
market searched for the best values and the best qualities obtainable. Most people know 
that cotton goods have advanced twenty to thirty per cent, in the last few months, and it is 
therefore needless to speak of the fact that forethought has been foremost in the obtaining 
of such values as we offer during this sale. Some of these goods were bought over a year 
ago. Orders were placed with old world manufacturers to be made expressly for this 
store and intended exclusively for this sale. Close connection with the markets and a 
careful study of the conditions thereof have given us an experience and insight so that we 
can buy most advantagously. We want you to read our list of prices. We advise you 
to anticipate your season's needs and we want you to come and expect the greatest bar- 
gains ever given in anything that is white, whether it be the finest or the least expensive 
quality. — Whitehouse D. G. Co., Spokane, Wash. 



LEADERS AND BARGAINS 223 

The garments in this white sale are by long odds the best, piece for piece, that we have 
ever been able to offer before, and prices throughout every lot mean big savings, when 
quality is taken into account. Comparison will show that these goods are up to the high 
standard, and prices are positively unmatched for same quality. These few items must 
stand to-day as representative of a thousand others. — H. Leh & Co., Allentown, Pa. 

Wash Goods Sale 

A tremendous undertaking. Beginning Monday mornmg at eight o'clock, one of the 
greatest wash goods sales ever held in Canada will be inaugurated at Scroggie's. The 
wash goods chief has for weeks past been searching both home and foreign markets in 
order to make this grand wash goods sale without parallel, and now offers an amalgama- 
tion of the choicest, newest and prettiest weaves and designs in wash fabrics manufactured 
for this summer's trade. Thousands upon thousands of yards in high class summer wash 
fabrics will be disposed of utterly without regard to cost. To adequately describe the 
magnificent variety of this immense purchase borders on the impossible, suffice it to say 
that for volume, variety and value it is absolutely the grandest showing of summer wash 
fabrics ever attempted in Montreal. Above all other advantages, price plays a leading 
role — 10c. per yard will buy any line in this list, some worth up to 30c. and even 35c. per 
yard. — Scroggie's, Montreal, Que. 



CHAPTER XXXVIT 

LEADERS AND BARGAINS 



THESE are the days of leaders and bargains. Almost every merchant in all lines 
of trade has used this method of advertising to a greater or lesser extent. The 
positive value of these business getters is so well recognized by the majority of 
merchants that it seems hardly necessary to even mention their power as business pro- 
moters. 

Butler Brothers' Drummer, a house organ of considerable importance has the fol- 
lowing to say on this subject: 

Every now and then you hear of a merchant who makes the boast in his advertise- 
ments or mentions in his conversation that he does not hold special sales, nor sell leaders. 
When you meet such a merchant it will not be necessary for you to see his store to tell 
what kind of business he is doing. 

It's a surety that he has a slow going store, turning his stock only twice a year, and sell- 
ing only what his customers come on purpose to buy. 

If his goods and prices are satisfactory, it is possible that he has a class of patrons who 
come to his store whenever it occurs to them that they need something. 

By not selling leaders, nor holding special sales, this merchant is reducing his business 
a third to a half from what it ought to be. 

Women do the great bulk of buying nowadays, and no morsel is so sweet to a woman 
as a bargain. 

She delights in showing her purchase to a neighbor and telling that the regular price 
was so and so, and that she only had to pay so and so. 

A lot of new goods put into a window with a card reading, "Latest Arrivals," will 
attract considerable attention, but the same window with a card reading, "Choice to-day 
19 cents," will sell goods, and sell them immediately. 

A store that makes a specialty of bargain giving practically catches' business in two 
ways. A woman passing along sees the goods in the window and the price card announc- 
ing the special price. 



224 



HOW TO ADVERTISE A RETAIL STORE 





GREATER MARJON S GREATEST DEPARTMENT STORE 

THIS WEEK I 

Special clean-up of a big lot of 
women's fine tailored coats 

^0 leogthy prelude— just plain facts — and here's 
^^ the story in a nutsl^cll. Tlicse coals are of 
fine kerseys in plain colors and Uncy noveltif — 
beautifully made in up-to-date styles, in the 
new long clfect— with and without collars. 
Their intrinsic values arc $10 00, $12,60 and 
815.00, but for this one day's selling they're 
yours at choice, only 



*6.89 



She goes into the store, makes a pur- 
chase, and pats herself on the back all the 
way home for having secured such a prize. 
No sooner does she get home than she 
goes right down to Mrs. Smith's house and 
tells her all about it. 

The consequence is that the very next 
day Mrs. Smith will be in that store 
spending her money. 

Nowadays the women read the adver- 
tisements in the magazines and newspapers 
before they do the literary pages and the 
news. 

That is, the majority do. 
And every one of them is looking for 
that which is eternally uppermost in the 
advertisement reader's mind — Bargains. 
In fact, the leading dailies of New York, Chicago and St. Louis sell their advertising 
space to the big department stores upon the theory that women in search of bargains 
always buy the paper expressly to read the advertisements. While this theory is not a 
proven fact the department stores have held to it for years, and on Sunday you'll find 
practically all of them represented in its pages. 

It was only a few years back when the leading department store of Chicago had no 
show window displays and no bargain department. And so wrapped up were its pro- 
prietors in their own idea of dignity that they looked upon other stores with window dis- 
plays and bargain counters with a pitying sneer. 

But other stores have loomed up in Chicago since then — the big ones — and their 
methods have brought this store to "its oats." 

This store to-day has more show windows than any other department store in Chicago, 
and the largest bargain basements or bargain department in the world. 

To-day this store welcomes to its doors the millionaire and the laboring man, and it 
has learned by practical experience and experiment that no store can afford to refuse to 
cater to the masses; that the masses spend more money for merchandise than do the 
classes. 

To-day this store spends several 
thousands of dollars each week adver- 
tising nothing but bargains. If the 
reader of this i^s a merchant who has 
never given a bargain department any 
serious attention, let him take a lesson 
from the experience and example of 
the greatest money-making stores in 
America to-day. 

Let him build within the people's 
minds the name of his store and "bar- 
gains" so closely aUied that the men- 
tion of one will suggest the other, and 
then he can feel himself grow every 
minute of every day of every year. 

"Bargains" is the beacon light 
that will turn the eyes of the people 
ever toward your doors. 

A large clothing firm, selling exclu- 
sively clothing of their own make, 
used a special quality of hosiery as a 




C A heavy pressed plate tin, fully nickeled, pud- 
ding dish, with cover and removable inside pan 

—three pieces in all. I-oo.ls cooked in this dish may be served witlioiil removing from the 
pan. Wonh many limes the 9sT<ed price Sold in our great Buck > Range departiDciit. 
NO TEIXPHONE. MAIL OR CHILDREN'S ORDERS. 



Mg. O.me prepared I 



s*C^S5\ieAjw\o^ 



LEADERS AND BARGAINS 



225 



leader for the purpose of bringing people to their store. They sold these hose at no profit 
whatever, hundreds of dozens of them every year, for the purpose of getting the working 
man into their store. It proved so successful that later the firm decided to put in a 
furnishing department as a means of further advertising their goods. 

The stock was a first-class one and embraced all classes of wares, from those used by 
the masses to the finest goods worn by the classes. These goods were advertised only 
by close prices. No effort was made to push the department except in the matter of 
prices. All twenty-five cent articles were sold at twenty -three cents, all fifty-cent goods 
went at forty-five cents, and so on. These reductions appear so small that they are 
hardly worth mentioning but they proved so attractive that the firm now does the largest 
trade in men's furnishings in the place. Leaders and bargains certainly are responsible 
for their success, coupled with the fact that their goods were always the best obtainable 
for the price. 

In the advertisement of the Hub Clothing Co., Seattle, Wash., the leader principle is 
used. The neckwear sold on this day probably did not bring a cent direct profit, it may 
have even netted a loss. How many new customers were brought to the store.? How 



SPECIAL 

TOMORROW FROM 

9 A.M. Until 5 P.M. 

We Will Sell Our Entire Stock of 

75c Neckwear 

111 styles and Sbapei, Eruption Pric* 

33c 



HUB CLOTHING CO. 




ftoyal Axminstcr fivg 

36 Inches Wide by 5 Feet Long 

Vi^°a.i'i,n!maL£°rmim:°".!^^'.'."''. » ' • w 3 



A. .B. Smith Company 

126-132 WXIS STREET ^ 



many bought other articles on which the regular profit was made? What kind of an 
impression did this announcement leave in the minds of the store's customers? Answer 
these questions and you will see the value of such advertising. 

M. Freidman & Co., San Francisco, Cal., used as a leader a set of Gem Pudding 
dishes which were sold at considerably less than the regular price for the purpose of crowd- 
ing their stove department. Their stoves were there on display for every one to see, 
examine and admire. They took care too, that only adults should be present by stating 
clearly that no children's orders would be filled. 

This clever scheme was used merely as a means of getting at people who might have 
use for stoves. Salesmen were there to show the stoves, explain their workings and the 
easy payment plan offered by the firm. It was also used for the purpose of obtaining a 
list of names that could be used by the advertising man in circularizing. There can be 
little doubt that many sales of stoves during that season could be traced direct to this 
advertisement which did not advertise stoves at all. 

Any losses sustained on the sale of these leaders is charged up to advertising account, 
as they are considered as a part of the advertising campaign of a store. It costs con- 
siderable to use quarter, half and full pages all the time in the large metropolitan dailies 



226 



HOW TO ADVERTISE A RETAIL STORE 



lartMi ranUir* •)»• In laa Wair 



and by means of a small advertisement and 
a good leader a store can be crowded at 
less expense than by the use of a full- 
page announcement. 

We offer the advertisement of A. C. 
Barley & Co., " The Big Store " of Marion, 
Ind., as a good example of a bargain sale. 
The general points of the advertisement are 
good. The offering is plainly stated. The 
whole object of such an advertisement is 
not to sell these coats advertised at $6.89, 
although that is the ostensible reason for 
its appearance. It is wfell known that 
women will crowd a department for the 
purpose of snapping up such bargains. 
But it is also a fact that not always can 
these people be suited or fitted from the 
goods which make up the special offering. 
Many of these disappointed ones seek to 
allay their sorrows in other coats that are 
prominently shown and the usual sales re- 
sult. A bargain offering not only offers 
the merchant a chance to do business on 
the article specially advertised but on other 
goods that are not advertised. This fact 
should be kept constantly in view when 

this kind of advertising is contemplated. 

The Standard Furniture Co., Seattle, Wash., evidently are strong believers in leaders 

as they have a new one every Friday which they call a "Friday Special." Sometimes it is 

a small article such as the umbrella stand offered in the advertisement reproduced. On 

occasions it is a sideboard, a mattress, an iron bed, etc. 

A. B. Smith Company use as leader a cheap rug which they offer at $1.95. This 

brings people to the store who purchase other and much more expensive rugs. The leader 

idea is a good one for merchants to look closely into. 




Standard Furniture Co. — L Schoenfeld & Sons 

lOOS to MiS rint Xvaaa* 



CHAPTER XXXVIII 



NOVEL SALES PLANS 



AS advertising increases so does the earnest search after original ideas continue. 
At first newspaper advertisements with an occasional circular letter or simple 
folder were considered sufficient to satisfy the ambition of most advertisers. 
But when every one is doing the same thing in the same way one does not seem to have 
any advantage over the other. This state of affairs does not suit progressive merchants. 
As they strive to make their stores the best stores so do they strive to make their ad- 
vertising the best and most original. 

There are thousands of schemes used to-day in the United States for advertising the 
thousands of retail stores. Perhaps no one man has ever gathered these different ideas 
together so as to form a complete list. In fact it would be almost impossible to compile 
such a list because new ones are being brought out every working day in the year. 



NOVEL SALES PLANS 



227 



The ideas outlined in this chapter are produced not because they are new but because 
they are original and novel. They are given for the purpose of furnishing the retailer 
with ready-made ideas that he can use with but slight changes to suit his own business. 

Kaufmann, Pittsburg, Pa., held an hour sale that was slightly different to any of the 
following in so much that the articles placed on sale during the different hours were all 
different. The sale ran from nine in the morning until five in the afternoon and in reality 
included eight different sales, each of but one hour's duration. The advertisement repro- 
duced shows how effectively the announcement was made in the newspapers. The clock 
faces show the hours at which each sale starts. This style of sale is not new but it will 
ever be novel and is sure to draw large crowds to the store holding one. 

Geo. M, Tidwell & Company, Memphis, Tenn., recently held a "time" sale, during 
which they closed out their winter styles of shoes for men previously sold at $4, $5 and $6. 
The "time" sale began at 8 o'clock in the morning, at which time these shoes were sold at 
$2.19 a pair. At half -past eight, they were advanced five cents, and so on for each half 
hour until 1 :30 in the afternoon, when the price was $2.65 per pair. This sale was con- 
tinued the next day on the same plan and at the same prices. During the first two hours 




A Kck.rvest of matchless bargains in tomorrow's hour sables 

TTHE motneots of ea-h ho„. „m u vi„. b= ^^,d^L, „u^, ,„ ,„u .f ,uu »ixriiu lucni ai Tnc Big Siore. lor every nour irora 9 o ciocK m ine morniag until o p. m. 

will unfold the most unusual chances for saving money. You see. tomorrow's Hour Sales are evolved from our great Mill and Factory Sale. Immense invoice* 
of goods have been pouring into our receiving rooms all week— so thousands of dollars worth of new merchandise will be offered each hour at prices which viU in 
instances save you considerably more than you spend Come prepared to stay all day and share in this matchless harvest of bargains. lo our new restaunot 


























Tomorrow^'s your last'cHance to buy 
Gusky's or Sampter's clothing 

Je positively ends Fridaynight Prices have almost reached the vanishing point — as the object is lo dispose of every garment A mao can always find use 
ler sait or two-^or several more pairs of trousers — so no man should hesitate to share in these extraordinary clothing bargains — even though he buys for 
le. Just note the^e prices — they're unquestionably the lowest that have ever been asked for worthful, stylish clothing. Don't forget — tomorrow's positively 
: chance to buy Gusky's or Sampter's clothing. 

Merv's suits worth up to $10 rvow 3.00 
Men's suits worth up to $15 rvow 5.00 c..k/.ss,o»,oh 
Men's suits wOrtK \ip to $20 rvow 7,00 
Men's suits worth vip to $25 now S.50 
Men's su«s worth up to $30 now 10.00 



rvjll dr.u <>M>». 


rel 


C.kxS 




E- 


h,il'rt,°cS,' .'.""„" 


2. so 



Our entire stock of nven's oviting suits act J4 off~ItdVc"^ 



228 HOW TO ADVERTISE A RETAIL STORE 

of the first day 169 pairs of shoes were sold, and during the first two hours of Saturday 
morning 234 pairs were sold. Although there was a good sale during the other hours of 
the day, of course the best part of the selling was done during the earlier morning, when 
the prices were the cheapest. The firm used a half-page advertisement in their local 
paper, which showed the clock faces with the time marked each half hour and the price 
at which shoes would be sold at that time. 

G. H. Plumer, Newburyport, Mass., used a similar idea in their suit and cloak depart- 
ment, only instead of raising the price at intervals they lowered it. Suits and cloaks that 
sold regularly at $10 were priced $10 from 8 to 9 o'clock. From 9 to 10 o'clock they were 
priced $9.75 and every hour thereafter the price went down twenty-five cents, or until 
some one was tempted to buy. There were over 100 suits and cloaks in the lot and as 
they were all on display in the store the changes in prices were eagerly awaited by anxious 
customers. As soon as a new price was announced the selection began and because of 
so much competition among buyers present the more desirable suits and cloaks brought 
good prices. 

Day Bros., Winchester, Ind., used a similar plan to clear out their millinery. This is 
the wording of their advertisement : 

"One of the features of this week's Remnant Sale will be the Boston Store's Millinery 
Closing. A Millinery Closing may be an innovation — something out of the ordinary — 
but with the Boston Store it becomes a necessity just as much as a regular spring or fall 
opening. 

WEDNESDAY AND THURSDAY OF THIS WEEK 

"Between the hours of 8 o'clock Wednesday morning and 1 o'clock Thursday after- 
noon, our entire stock of hats will be closed out, or given away outright. This means 
just as it reads, that we are giving a Millinery Closing for the purpose of selling every 
hat in stock, and those we don't sell will be 



GIVEN AWAY— ABSOLUTELY FREE 

"We can not, and will not, carry millinery stock over from one season to the next, 
even if we have to give away what we don't sell. This store will carry nothing but late, 
up-to-date millinery, fresh from the factories, patterned and designed in the leading 
fashion centers. At the end of each season we shall make it a rule to close out everything, 
and begin the next season with new, fresh goods. 



PROGRAMME FOR MILLINERY CLOSING 

Wednesday 

Every hat in the store to be put on sale and offered as follows : 

From 8 to 9 a.m $1 . 50 

From 9 to 10 a.m •. 1 . 40 

From 10 to 11 a.m 1 .30 

From 11 to 12 m 1 . 20 

From 12 to 1 p.m 1.10 

From 1 to 2 p.m 1 . 00 

From 2 to 3 p.m 90 

From 3 to 4 p.m 80 

From 4 to 5 p.m 70 

From 5 to 6 p.m , , 60 



NOVEL SALES PLANS 229 



Thursday 



All hats remaining unsold from Wednesday will be closed out as follows : 

From 9 to 10 a.m 50 

From 10 to 11 a.m 40 

From 11 to 12 M 30 

From 12 to 1 p.m 20 

From 1 to 2 p.m 10 

At 2 P.M. on Thursday should there remain any hats unsold they will be given away, 
absolutely free." 

The Busy Boston Store, Marion, Ind., improved on these plans by having what they 
called a "See-Saw Sale." It was largely advertised and was most successful. The 
explanatory introduction of a large circular distributed by thousands reads as follows : 

"This is the second sale of its character ever given in Marion. If you want bigger, 
better and more bargains than you have ever had offered to you in a single day attend 
the See-Saw Sale which begins at 8 a.m., Saturday, Aug. 12th, and continues until 6 o'clock 
in the evening. During the first hour the first ten items (quoted in the circular) will be 
placed on sale at a very small fraction of their regular price. At 9 o'clock and each suc- 
ceeding hour the price will be slightly increased. The seventeen other items comprising 
the list will be started at their real worth (or less) and will drop each hour, including 
the last hour of the sale. For instance, when 5 o'clock comes, ladies $6.50 waists, which 
were started in the morning at $6.00, will be sold at $1.50. Large huck towels, which 
were started in the morning at lOc, at 5 o'clock will be offered at Ic. Provided, of course, 
any are remaining at that late hour. We have no way of knowing just how soon these 
lots will be closed out. Some may be gone by 9 o'clock in the morning, others may hang 
on until the price gets so low that it fairly forces the sale. There is one thing certain: 
you can't lose, no matter at what time you buy. There will be no reserve on anything 
offered. Make sure of getting the cream of the offerings by coming early and staying 
late." 

The arrangement of the ascending and descending prices is a good one. Such a sale 
as part of a clearance or other sale should be a good feature. The crowds would come 
early to take advantage of the low prices on those priced low to start with and would 
hang around to pick up the bargains that were getting lower in price each hour. 

It can also be so arranged that the items which change in prices are all in different 
departments and thus almost force the bargain hunters to visit every department of the 
store before leaving. 

The "Star Bargains" offered by The Peoples' Store Co.,Tacoma, Wash., lend them- 
selves easily to display. In the present arrangement the design is merely symmetrical. 
It could have been worked into a shield or some other fanciful shape. 

The store should present a "starry" appearance in accord with the newspaper adver- 
tisements. At least some of the "Star" bargains should be shown in the window and 
priced with star tickets. There should be star announcements pasted on the window and 
star window cards within it. The departments where the star bargains are sold should 
be decorated with star tickets and prices. The idea could be elaborated almost indefi- 
nitely. 

In Wieboldt's advertisement we find a somewhat similar idea worked out. "Bargain 
lights" is not a bad phrase. This idea could be carried out similarly to the "star" idea 
by having tickets made on yellow or orange colored paper, printed and cut out to repre- 
sent electric lights. The announcement might have been made plainer to the readers of 
the paper if the attempt to depict the dynamo had been left out altogether and a plainer 
type used for the headline. 

"Package" sales are by no means new, but for stores of a certain class would result 
in much publicity and ought to pay a good profit. 



230 



HOW TO ADVERTISE A RETAIL STORE 



J. L. Sievert, optician and jeweler of Fort Wayne, Ind., held a package- sale a few 
years ago just before the Christmas holiday buying began and so advertised his store that 
he did a very large business in holiday goods that season. 

The sale was held on a Saturday morning when the town was thronged by out-of-town 
customers. It took only about an hour to dispose of the 2,000 packages, which fact alone 

shows how popular the sale was. It 
was planned and advertised in the 
following manner : 

He procured 2,000 boxes, such 
as are used by jewelers to put their 




fZ 



MILWAUKEE /tVENUE AND PAULINA STREET 



S1AR BARGAINS HMEBOLDri 





tKf Peoples'Store Co. 



In WASMINQTON^ OREATEST STORE | 



merchandise in, these boxes were of all shapes and sizes, and each one was securely tied 
with a piece of colored ribbon. The boxes were deposited in the large show window of the 
store and left there on exhibition for two weeks before the sale. A largo muslin sign was 
stretched across the front of the store above the windows announcing the sale. I^arge circu- 
lars were printed and circulated throughout the country. The daily and weekly papers con- 
tained half-page announcements concerning this wonderful "package sale" and by the 
time the sale was to take place the people of Fort Wayne and vicinity were pretty thoroughly 
acquainted with the fact that J. L. Sievert was about to have a sale. You could not buy 



NOVEL SALES PLANS 231 

a box before the sale opened and have it laid away, but had to be there on the date named 
and take your choice when your turn came. The one drawing feature was that all of 
these 2,000 boxes were to be sold at one uniform price of twenty-five cents for your choice. 
Each box contained some article worth twenty-five cents to $15, and as there was to be 
no drawing of any kind it was a sight to see the immense crowd that surrounded that 
store at the hour the sale opened. Each one taking his turn to pay twenty-five cents, get 
a box and see how lucky he had been. There were 500 packages containing articles 
worth $1 to $15 in value, some of the articles were too large to go in the boxes and in the 
box was a card giving the name of the article such as a lamp, clock, fruit dish, silver tea 
sets, umbrellas, etc. 

As it may be of interest to our advertisers to know just what articles were included 
in this sale we give a list clipped from one of the firm's page announcements. 

LIST OF ARTICLES 

now on exhibition in our show window, each and every article to be had Saturday, 
November 30th, for only twenty-five cents for choice of package, which will contain the 
following articles : 

1 Beautiful Diamond Ring $15 .00 

1 Four-Piece Silver Tea Set 10. 00 

I Eight-day Gong Strike Parlor Clock 5 . 00 

1 Pair Fine Solid Gold Eye Glasses with best quality lens to suit 5 . 00 

2 Elegant Silver Cake or Fruit Stands, each 5 . 00 

2 Fine Silver Butter Dishes, will not tarnish, each 3 .50 

1 Ladies' Gold Headed Silk Umbrella 6 .50 

2 Sets Rogers 1847 Teaspoons, per set '. 1 . 50 

5 Sterling Silver Souvenir Spoons, each 75c to $1 .00 

5 of our best Nickle Alarm Clocks, each 1 . 25 

5 Solid Gold Opal Rings, each $2.00 to $4.00 

10 Solid Gold Ladies' Set Rings, each $1 .00 to $3.00 

25 Silver Berry Spoons, Gold Bowls 75c to $1 .50 

25 Silver Gravy Spoons, Gold Bowls 75c to $1 .50 

25 Silver Cream Spoons, Silver and Gold Bowls 75c to $1 .25 

25 Pie Knives 75c to $1 .50 

25 Silver Salt and Pepper Boxes in beautiful case $1 . 00 to $1 .75 

35 Solid Gold Tooth Picks, each 50c to $1 .00 

35 Leaf Jellies, gold lined, each $1 .00 to $1 .75 

35 Silver Cream Holders, gold lined, each 75c to $1 .75 

35 Silver Sugar Holders, gold lined, each 75c to $1 . 75 

35 Silver Nut Bowls, gold lined, each. . .$1 .00 to $2.00 

50 Beautiful Silver Court House Souvenir Spoons, bowls gold lined, 

each $1 .00 to $1 .50 

50 Sets, 6 good Quality Silver Teaspoons, each 75c to $1 . 25 

50 Silver Bon Bons, Gold Lined, each 75c to $1 .50 

50 Silver Baby Cups, gold lined 50c to $1 .00 

50 Sets of 4 Rolled Plate Collar Buttons, set 35c to 75c 

75 Solid Gold Babv Rings, any size 75c to $1 .00 

75 Sterling Silver Handle Tooth Brushes, each $1 . 00 to $1 . 50 

75 Ladies' and Gents' Gold Stick Pins, each 35c to $2 .00 

75 Charms and Lockets for Ladies or Gents, each 35c to $] .50 

75 Silver Sugar Shells, gold lined 35c to $1 .00 

75 Silver Butter Knives 35c to $1 .00 

100 Gold, also Sterling Silver Hat Pins, each 25c to $1 .50 

100 Sinjrle Stone, also set of 3 Shirt Studs, each 35c to $1 .00 

100 Beautiful Stvles Ladies' Gold Brooch Pins, each. 50c to $1 .00 

100 Ladies' or Gents' Gold Cuff Buttons, each 35c to $1 .00 

In addition there will be Lock Bracelets, Opera Glasses, Elk Heads, Cut Glass Tum- 
blers, Sterling Silver Thimbles, gold lined. Sterling Silver Handle Nail Files, Ebony 
Handle Tooth Brushes, Ladies' Silver and Gold Bonnet Brushes, Silver Match Boxes, 
Combs, Trinket Trays, Sugar Tongs, Olive Dishes, Fruit Knives, etc. 



232 HOW TO ADVERTISE A RETAIL STORE 

This sale was not conducted for the purpose of getting immediate profit, but for the 
purpose of advertising the store. Such a sale can, however, be made to pay direct profits, 
and as the more expensive articles are likely to be of the undesirable class^the stickers 
and left overs — the loss if any would be no more than under ordinary clearance sale 
methods. 

The "tag" sale a few years ago created a sensation among advertisers and is to-day 
just as effective when thoroughly carried out. We give here an account of a red tag sale 
as reported in a trade journal. The account is very thorough and shows clearly the possi- 
bilities of such a sale. Any merchant desiring to have such a sale can adopt the scheme 
to his own circumstances and locality. 

"Although we are not in favor of sensational advertising, except under very excep- 
tional circumstances, we give the following description of a "Red-Tag-Sale" conducted, 
according to all accounts, with immense success by a firm of clothiers in Galesburg, 111., 
a city of 25,000 inhabitants. In fact it was so successful that the firm have decided to 
repeat it twice a year. It has been so widely imitated that the story of its workings may 
be of interest to some readers. 

"The preliminary work was carefully and quietly done; carefully, so that when the 
proper time came the advertising could be "sprung in a bunch;" quietly, so competitors 
could not launch rival sales ahead of the 'Red-Tag.' 

"The sale was to start on Tuesday. On Sunday the advertising men of the local 
newspapers were called in and arrangements made with them for the reservation of the 
entire back page of each of their papers for five days that week and four days of the week 
following. 

"Monday morning the store was closed. The curtains were drawn and an enormous 
sign stretched across the front of the building proclaimed to the town that 'We are closed 
to-day preparing for our great Red-Tag-Sale, which will begin to-morrow morning.' 
This was the first announcement the public had of an approaching sale. The very sud- 
denness of the thing, and the startling effect of closing a store for an entire day — which 
does not happen often in a small city — was of immense value from an advertising stand- 
point. 

"That evening the newspapers published full-page ads which were set in the form 
of a large tag. The story of the sale was well told in the ads and some startling price 
comparisons were made. The newspapers gave the sale liberal reading notices that day, 
and both the ads and reading notices announced that on the next evening^-^the first day 
of the sale — something like a dozen balloons would })e released in front of the store. A 
red tag bearing a number would be fastened to each balloon, and in the store windows 
would be articles tagged with c()rresj)ondiiig niim})ers. The finders of the balloon tags 
could have the articles in the windows. 

"In the meantime a lot of outdoor advertising matter had been prepared, consisting 
of one-sheet and half-sheet posters bearing a red tag, and a lot of red tags about 14 by 22 
inches in size, cut from cardboard. Upon each poster and tag was a brief announcement 
of the sale. 

"The night before opening day a gang of bill posters and distributors were put to 
work, and when the town awoke next morning it found itself "red-tagged" to a finish. 
Red-tag posters blossomed from billboards and walls and fences; every trolley pole and 
electric light pole bore an enormous cardboard red tag. 

"The effect was thoroughly sensational, and it is not surprising that by nine o'clock 
in the morning of the first day of the sale the store was so crowded that peo})le had to 
wait outside for chances to rush in and buy things. All day the crush continued, and for 
nearly two weeks after this the store was filled from early morning until late afternoon. 

"The real crowd came on the evening of the first day, when the balloons went up. A 
band played, lots of fireworks and red fire went off, and the yells of the ])0])ulace accom- Ij 

panied the balloons on their skyward journey. The balloons were of a good stout ])aper -^ 

variety, of fantastic shapes and colors. Throngs of men and })oys, on bicycles, in buggies .1 

and on foot, followed the airships in the hope of winning prizes. Some of them were sue- '-; 



i 



NOVEL SALES PLANS 233 

cessful, but most of the balloons fell in fields and were found next morning by farmers 
who proudly hustled to town to cash in the tickets. As each ticket represented a good 
suit of clothes, an overcoat, or some other article of value, it was entirely worth while to find 
them and bring them back to the store. 

" During the first week full-page ads were run in local newspapers. Next week a page 
was used four days and then the space was cut down to three or four columns. During 
the remaining week of the sale smaller spaces were used. Newspapers in neighboring 
towns were used liberally, with the result of starting trade to the store that previously had 
never come to Galesburg. All the newspapers were "worked" for write-ups and all 
responded liberally. On the day of the opening the local dailies each gave a column and 
a half news story, illustrated with pictures of the members of the firm. The next day 
the newspapers told of the balloon ascensions and gave the names of those who found the 
tickets entitling them to prizes. Mr. Selff was a good press agent, and the stories he fur- 
nished the newspapers were really interesting reading matter, so that the editorial con- 
science could excuse their appearance as 'pure reading.' 

"This was a 'Red-Tag Sale' and every possible use was made of the red tag. The 
town and the country round about were red-tagged with posters and cardboard tags, the 
store front was decorated with red tag banners, and every article in the store bore a red 
tag price ticket showing in plain figures the regular price and the red tag sale price. 

"I have told of the externals of this sale — the advertising, the store decoration, and 
such things as could be seen. These things alone, no matter how well they were done, 
could not themselves have made the sale a success. Back of the externals was a bound- 
less energy and a fine enthusiasm that, working with good advertising, insured the most 
satisfactory results." 

Brown's, Fall River, Mass., used an idea some time ago with considerable success. 
It was termed a Bungalow Bargain Sale. The full-page advertisement which we re- 
produce gives a full explanation of the idea, which could be used by smaller stores on 
a smaller and less elaborate scale. 

It can easily be seen from a perusal of this advertisement that no expense is spared 
by the larger stores for the purpose of exploiting their sale ideas. The returns of profits, 
over and above their expenses, must be considerable or these stores would not carry out 
these ideas year after year. They are out after profits as much so as the smaller dealers 
and are willing to spend hundreds of dollars for a return of thousands. Nothing is too 
large for them to undertake if there is a possibility of good returns. 

B. D. Mockabee, Cleveland, Ohio, held what he called, " Help-Yourself Sales" for 
the purpose of making dull Saturday evenings lively. Here is his own account of how 
they were conducted : 

"My 'Help-Yourself Sales' have brought more direct results from advertising than 
anything I have ever tried, and they are bound to win if not sprung upon the people too 
often. A 'Help Yourself for one day only is one that will draw. As I have never had 
any Saturday night trade, I usually have mine on that night, and the crowd is so great 
the people wonder what is the matter at Mockabee 's. 

"The first week I advertised a 'Help Yourself Sale' for Saturday night from six to 
ten o'clock, and for four hours my store was crowded to its utmost capacity with the most 
good-natured crowd you ever saw. Of course the success depends largely on the sort 
of bargains offered. Saturday night is a good time for it if your store is usually quiet at 
that time, as mine always is. Stores known as the class that cater to fine trade are afraid 
of sales because they think they 'cheapen' the store, and they keep accumulating odds 
and ends because they are too 'tony' to have a sale. In that case they can try a Saturday 
night sale, as their regular trade — their fine trade — do not shop at that time. This will 
perhaps cheapen the store for that night, but it will in no way interfere with their regular 
trade. Stores that are always busy Saturday night might run these sales on some day 
they call their dull day. Even the busy Saturday night stores can add largely to their 
day's sales if they have a space at the rear end where a sale of this sort can be held, as it 
does not require many extra people to wait on even a big crowd. 



234 HOW TO ADVERTISE A RETAIL STORE 

"The advertisement explains the plan — of course the goods and prices can be changed 
to suit individual needs. 



There'll Be Another 

''HELP YOURSELF" 

Sale of Shoes 
at 

MOCKABEE'S 

Saturday Night 
Between 6 and 10 O'clock 

If you are a woman and are willing to w^ait on yourself you 
can secure choice of 400 pairs of Ladies' $2, $2.50 and $3 shoes 
at $1 a pair. 

The right shoe of every pair to be closed out will be placed 
on tables — you find the size you want, try it on, if it fits hand 
a clerk a dollar and secure the mate. As sizes are somewhat 
broken, don't attend this sale unless you are good-natured. 

No goods sold at the above price before 6 o'clock. Sale ends 
at 10 o'clock. 

MOCKABEE'S 

14=16 Colonial Arcade 



"In preparing for this sale take the right shoe out of the regular stock carton and 
place it on the table. All 2Vs in one section; 3's in another, etc. Only one price on the 
lot. Customers come in and pick them over and try them on without any clerk's help. 
As I hurriedly passed through the crowd one woman handed me four right shoes and $4, 
saying, "I'll take these, give me the mates." It was only a moment's work to take the 
left shoes out of the stock boxes — one clerk can look after a dozen customers at a time 
in this sort of sale and keep them all good-natured, if the stock is properly arranged so he 
can lay his hands on the mates quickly. I use these lines at times in advertising these 
sales : 

"'Don't attend this sale unless you are good-natured.* 
"'This sale for good-natured women only.'" 

This "Help Yourself" idea can be carried out in any business where bargain tables 
can be used. Another good way to draw crowds during a dull part of the day or week 
was used by a clothing firm. They offered to sell one dozen two dollar hats for one dollar 
apiece to the first twelve men selecting one of them that fitted. These were regular 
stock, freshly opened and were the usual run of sizes. As long as any of them remained 
they were sold at half price. A great many who came to look at these did not like the 
style or came too late to get their size and purchased from stock at regular prices. The 
offerings were not confined to hats, but was extended to underwear, shirts, clothing, over- 
coats, etc. Only one dozen of each was offered at half price on any one day. In this 
manner they obtained considerable publicity, for every man who got a bargain talked 
about it to his friends. The "Half-Price Sale" being a regular feature of the store for 
that season helped on the idea, for such a sale held only once in six months would hardly 
create a stir worth speaking of. 




BROWN'S 

"Fall R iver's Leading Store." 

STORE WILL BE 




BROWN'S 

" FaU R iver's Leading Store." 

STORE WILL BE 
CLOSED ON MONDAY 
TILL 9. A. M. 




CLOSED ON MONDAY 
TILL 9 A. M . 

Promptly At NINE O'CLOCK MONDAY Our Store Doors Open To^The 
Greatest Economic Event Ever Known To Fall River— 

Special 
Entertainments 





During These Sa les 



In addition to the bargain 
inducements of these Bun- 
galow Sales, pleasurable at- 
tractions arc a principal 
feature. Thousands at peo- 
ple spent hours in eujotyment 




Thousands and Thousands of people will remember last year's Bungalow 
Sales as the occasion of the greatest value-giving ever attempted in the history 
of this city, (or full three weeks the sales swept 'everything in their path, at- 
taining gigantic proportions and resulting in most phenomenal business. But 
even the records of last year will be broken by these Bungalow Sales this 
year; broken by reasons of— larger and better stocks, greater varieties, superi- 
or values and for the reason that the crowds of people are bound to be here in greater numbers than ever 
before for every person will immediately recognize in the mere announcement of these sales— 

MOST WONDERFUL SAVING OPPORTUNITIES 

As u( last year the entire store will find itself in most unique decorations, the work of artisans to be evidenced by prettily cotistructed 
Bungalows, the purpose of which is to indicate special points throughoul the store where are to be found bargains ot a most extraordin-- 
ary character Tlicsc Bungalow Bargains .will be on sale until sold, when new offerings of equal iniportaoce will take their place. It 
will be a memorable bargaia event far surpassing all former sales in size, variety and extenst\rcQes3. The goods offered will be the most 
desirable we can select, no oiit-of-season or inferior qualitie>^l»«t merchandise of the ver^ highest quality and at such deep price-cutfing 
■nd slashinc ns lias never been ctpiallcd in this city A partial list ot Bungalow Bargains is below Watch the papers daily for new 
offerings and be prepared to take advantage of the values presented 

FOR FIRST COMERS MONDAY MANY SMALL LOT SPECIALS NOT ADVERTISED 



be a fmture. We 
lall use every effort, not 
ily that your shopping 
lall be most economkal, 
so that your spare 
may be enjoyed, and 
>utlay whatever 




Bungalow No. 17 

3.50 tnd 4.00 W*ku 1.76 



3.00 Wabti tot iA6 



SK"'r;>,"7^r%-'i 



l°:^,:rtzTA]::. 39c 

2.50 and 3.00 Gowns 1.39 

^TT^^:T..^^ L39 



BARGAIN BUNGALOW No. 18 

69c Corset Covers 39c 



I.3S to ?.00 Cowns 90c 



f.";,';-90c 



Bungalow No. 1 
"" EXTRA i" 



5c 



BARGAIN BUNGALOW No. 7 






Bungalow No. 12 

I.2S Uce Boots 9Sc 




Bungalow No. 4 



69c DamasK for 46c 



I5c Towels for 8c 



Big Bungalow Bargains in 




Bungalow No. 20 



Bungalow No. 10 



sHr". ."f"';".''"?:!!^""50c 



Bargain ' Bungalow Ntf. 6 



"'."'t.-,9c 



r'r.'"^:2 i-2c 



Bungalow No. 2 



EXTRA I 

1.25 SIIKs for 61c 



61c 



Bargain Bungalow No. 15 



rJz\i:B"T'2\c 

£lir^^"^"69c 



...°".r'.°.',.-:"":"37c 

'~"."^?!'39c 

gr'L31'£^'.°"^23c 



Bungalow No. 18 

1.25 to 1.50 Skirts 89c 




Our Big Recreation Bunga- 
low on Third Floor 



BROWN'S 

178-188 North Main Street 




Mail and Telephone Orders 
Wm Be Filled 







BROWN'S 

178.188 North Main S^eet 



This advertisement explains a novel but spectacular plan used by Brown^s, " Fall 
River's Leading Store." 



236 



HOW TO ADVERTISE A RETAIL STORE 



THE HOWE & STETSON CO. The Howe & St^on Co, THE HOWE & STETSON CO. 



Great Red Letter Sale 

Begins Thursday Morning, Februqry 1st, at 8.30 A. M . 

fJ/E greet the New Haven women with a sale of a mdit unusual nature, comprl^g many original features, and aisplaymg an assortment of un- 
der-priced merchandise, unequalledin the historg bfigood.old Elmtown. The Red Letter bargains are strong in quality and striking in dis- 
play, for every special will be shown by a Red Letter, which wiH agree with the letters of this adverlisemenL All you have to do is to remember 
your letters; also remember thai every item is a mqney^saver—thal every item has been specialli/ reduced in price — that evern iltm will prove a glori- 
ous prize and surprise. 



A 



Women'* 
Shoes 

This is a Tery excel- 



on the N«w English last. Have drop 
soei. Cuban heels and duli top. They are 
hand aewed i all perfect C*^ e» f\ 
goods. Regular $3.50 ^/i,^^ 



B 



Bureau Covers 



-27c 



C 



Corset Covers 



- 1 7c 



D 



Dress 
Ginghams 

This special lot includes 
20O0yds. ofthebestdrex 

seersuckers. Red. Sea) 
and A. f. C. In all the 

."R'.TLuf, 8c 



0, .hlrt .. .. 

E 



also stands for Excellent 
lot of 

Baby Shirts 

Anothar lot of Alma Sec- 
ondB. h wool. The imper- 
fections are fcarcoly notice- 
able. Tti« atrlca ore IIJm 
Ihoa" that we ainaya carry 

.tt.rs_^r"":-.i4c 



F 



aUo fltAsda for Fin* qual- 

Table Cloths 

T^tBW are beautiful Ijoan. 



llwv'Bril nga\u\f at $1. 
«uh. A B*l Letter Barifalo 



89c 



G 



Gloves 
for Women. 

This lot Includea gioTCS 
of Hocha, Reindeer and 
DogaKin. Excellent 

glovee that have been 



For the Red Let- 



73c 



H 






Hose for 
Women 



i toes. They are regular 2 
ckincta which " 

■ Red Letter S 



which we offer, for. 



14c 



I 



bartrain in 

Bed Spreads 

of all Kinds. The lot includes 
plain, fringed, cut comera. aatm 
crochet, and ao on. It'a a biff 
lot but there ta only 1 of a Vina. 
will be offered at A i\fyf 
nt. fr<«D regular £\\y-y^ 



J 



rish-n^t Gjrtains 

Thii lot includea 200 pairs of 
brand new ftsh-net curUini, 

niffles. Thoae who hope ti> 



59c 



K 



Kimonos. 



These ssll rejrularly 
ReJ UlW? 48c 



CUT THIS OUT. 

I irant be sure to knk at Uw fol- 
lowing bargains at Howe & 
Stetson's on ^Thursday. . . . 



L 



Leather Belts 



handsome leather btlu 



which we offer i 



26c 



M 



. Moire 
Taffeta 
Ribbons 



Wo have never been sellinir "3 r^ 
this ribbon for less than Kc a "S 1^ 
yard. Red Letter Price. ■ --»w*V, 



N 



also stands far Neweat 

Men's Sample 
Hose 



;h'"2i"rd-^ 14r 

ter Price ' ^^ 



O 



sUnds for "OiM" 



Dished 



Preaerro Pia'^, Pickla 
Dishca. Bakera and ao 
Tie floral deco* pf 
ious^ color*. Worth ^^ 



up to l&c each. lU^d Letter 



pTllow'°RuffSes 

Bomely colored icrim and 

material with a cord for 
flhirring. They are worth 

wiiiofTe?Qi^ 47r 

Red Letter Sale for ^ ■ ^ 



P 






q; 



The Be bags sell regularly i 



Twine 

Shopping 

Bags 



17c 



R 



Ruffs 

in black. Ujlht 



ming. HaveM^iV 
1.60to»2.2i.77C 



s 



Sheets 

These are full alza i 



48c 



The 72i90 slie, jrorth 66c, 



T 



Torcho 
Laces 



3c 



THE HOWE & SirrSON CO. 

This sate begins at 8:30 on Thursday morning. By tl\e Way, our stores remain open 
until 6 o'clock hereafter, instead of S:30. Saturday, of course until 10 o'clock. 



u 



"Unusual" bargain ^i 

Roasting 
Pans 



ing Pane in four aizea. 
All well-made and 
nicely finished. These 
been selling 



7c 



V 



also stands for a Ver^ 
unusual bargain in 

Window 
Shades . 

Just cm opaiiua win- 
ors. These windoiT 



12'*c 



w 



Women's 
Pants 

^ lot of Women'o 



in grey 

white. These 

Panta which wa offer, aa an 



25c 



X 



Corsets 

This lot includes four 

"'d" °' h"' '"'"'ri 
Sirdle shapes. Ihey 
pre all in porfoct con- 



dition and are out of our regular 'J "3 _ 
stock. Thoy s.-ll regularly for S ■\I^i 
60c a pair. Red ,I.ettcr price, . ^ ^ ^ 



AT.i'j;^s^,7:',ir 



Ynt3o Btando for Your 
Dress Goods 
Those are gray suit- 
ings orthe new spring 
qu.Tlity,45inches wide. 
These goods ^fW^ 
are worth A^C 
60c a yd. At Red Letter Sale .*'>-' ^ 



z 



Silks 

in entirely new Ic 
tra good qualit 



26c 



Other firms have used what they term "Surprise Specials" with considerable success. 
These specials are numbered, as "Surprise Special No. 1," "Surprise Special No. 2," etc. 
One article is selected each week to be sold at the "surprise" price. These leaders usu- 
ally bring a great many to a store for the article advertised, who purchase enough of 
other lines to more than make up the slight loss on the leader. 

The Howe & Stetson Co., New Haven, Conn., advertisement of their "Great Red 
Letter Sale" is self-explanatory. The idea is merely to have the lines' advertised dis- 
played under immense letters corresponding to those in the announcement. These huge 
letters scattered here and there about the store are an attraction in themselves. The 
window displays should of course have corresponding letters on the exhibits. There are 
a great many ways in which letters can be utilized for bringing out unusual efl'ects. 

"Hour Sales" have proven their value to a great many merchants who have held 
them, but it remained for Hens, Kelly & (^o., Buffalo, N. Y., to introduce "Five Minute 



i 



f 



NOVEL SALES PLANS 



237 



Sales." The low prices quoted were a magnet of powerful attracting power. The low- 
ness of these prices assist in giving one an idea that all prices are surprisingly low. 

If "Five Minute Sales" are to be made a success the prices must be ridiculously low 
to accomplish the purpose. These are those offered by Hens, Kelly & Co. : 



5- MINUTE SALES 

MORNING SALES 

At 9:30 A.M. | 

$1 .00 Walking Hats of French Fur Felt at ^ c 

At 9:45 A.M. p 

12^c Ladies' Hose at ^^ 

At 10:00 A.M. | rw 

22c Coffee at *"c 

At 10:15 A.M. j- 

25c Scissors at *-'*' 

At 10:30 A.M. p 

25c Chocolate Drops at ^^ 

At 10:45 A.M. | 

5c Hemmed Napkins at *-^ 

At 11.00 A.M. ^ 

5c Linen Handkerchiefs at ^^ 

At 11:15 A.M. (- 

25c Men's Neckwear at ^c 



FOR WEDNESDAY 

AFTERNOON SALES 

At 2:30 P.M. ^f\ 

35c Pillow Shams and Scarfs at *■ ^^ 

At 2:45 P.M. | 

5c Toilet Paper at ic 

At 3:00 P.M. |/\ 

25c Tea at *"c 

At 3:15 P.M. (- 

12ic Mittens at ^c 

At 3:30 P.M. ^ 

6c Outing Flannel at ^^ 

At 3:45 P.M. ^ 

10c Fruit Candy at ^^ 

At 4:00 P.M. dji r\r\ 
$2.50 Fur Scarfs at 4)1. UU 

At 4:15 P.M. ;- 

25c Campaign 4-in-Hands at *-'*' 



"Charity Sales" are the modern prototype of the old time "Benefit Nights" given 
to "Stars" in the days of the stock company. Some of these "Charity Sales" are of 
considerable magnitude, while others are more modest in their pretensions. The Cres- 
cent Store, Spokane, Wash., hold annually what they term an "All-Spokane Charity 
Sale," at which time five per cent, of the total sales are distributed among the various 
charitable institutions of the city. We quote here the introduction to one of their adver- 
tisements. 

"For the second time Spokane's greatest store has invited the charitable and benevo- 
lent organizations of the city to share in the profits of a week's business. Nine of Spo- 
kane's representative institutions have accepted the invitation and will participate in 
profits of the business. Five per cent, of the entire sales for the week will be distributed 
among them. Representatives of the different organizations will have charge of the 
store on separate days, and will receive the percentage of the day's business. They will 
of course use every effort to induce liberal buying, that their share of the proceeds may 
be as large as possible. The management of the Crescent has used every effort to see 
that the offerings of each day are equally attractive. The regular sale programme for the 
month has been rearranged, that several of the best events might be given this week. 
Special offerings in large numbers at extremely low prices will be made from day to day, 
and several large events will continue all week, giving the friends of every institution an 
equal chance. 

"Aside from the benevolent features of the sale it will, from an economic point of 
view, be one of the best buying weeks of the entire spring and summer. Many new 
things for spring will have their first showing this week. Among them are a number of 
extremely good values we've saved purposely for the charity sale. Our buyers have had 
early shipments made, in some instances, that the new goods might be ready for this 
event." 



238 HOW TO ADVERTISE A RETAIL STORE 

The preparations for such a sale must begin some time in advance by securing 
the co-operation of the various institutions to be represented. The organizations are 
asked to appoint committees to attend the sale and urge upon their friends to make their 
purchases on the day that is selected for them. 

As a usual thing the representative charitable organizations will truly represent different 
classes of people. With every class being urged to buy during "charity week" a sale of 
this kind can hardly prove otherwise than successful. Prices must be made attractively 
low on a large quantity of goods, but the bulk of the lines will sell at regular prices. To 
show the various interests that are represented by the charity organizations of a city we 
quote those that partook of the profits of the Crescent Store. One day was given to each 
of the principal organizations, while the lesser ones were doubled up and the five per cent, 
divided between them. 

Monday — Sacred Heart Hospital. 

Tuesday— Y. W. C. A.; Woman's Hotel. 

Wednesday — St. Joseph's Orphanage; Home of the Friendless. 

Thursday — Salvation Army. 

Friday — Deaconess Home; Crittenden Home. 

Saturday — St. Luke's Hospital. 

If any merchant could get committees from representative organizations like these 
working for him all the time he could retire in a very few years with a noble fortune. 
But it is impossible to expect that, but it is very easy to have them work faithfully for him 
during one week in each year if he follows this plan. The immediate profits will be 
large and the future made easy by an extensive acquaintance with his store by many who 
had perhaps never so much as given it a thought before. 

Bernheimer's, Baltimore, held what they called a "Carnival Sale" in which were 
incorporated a number of sensational features that usually are found in a Mardi Gras 
celebration. 

One of the features of their window display was three sets of figures, each set repre- 
senting automatons. One of each set was a human being, while the other was the 
representation. A guessing contest was held and prizes offered to the persons who suc- 
cessfully picked out the human being from his mechanical representative. On the first 
day nearly 30,000 guesses were registered and over eight thousand prizes distributed. 

In the store were twenty-one clowns, dressed in the most fantastic of costumes and 
playing on every conceivable kind of musical instrument. These entertainers kept the 
people amused with their antics and music and at the same time, or rather, at intervals, 
pointed out certain bargain features of the sale. Each offered special bargains to cus- 
tomers who had made purchases of a certain amount of goods on the floor on which he 
was stationed. For example, one clown sold shoes for nine cents to persons who could 
produce a sales slip showing that they had made a purchase amounting to a certain sum. 

Another feature of the sale was an automatic boat. There were several seats in this 
boat and the persons who seated themselves in the lucky seat were rewarded by a hand- 
some gift. 

During the close of the Carnival Sale they held a baby show. Prizes were awarded to 
the baby in the fanciest costume, to the one in the most comic costume, to the fattest 
fancy costumed baby, to the prettiest baby dressed in a fancy costume and to the best 
and most tastefully dressed baby. 

The sale was held during an entire week and each day some new and pleasing feature 
was added. Competitions of various kinds were held, and the people who visited the 
store were genuinely amused. 

Such a sale, while sensational in the extreme in the eyes of the more staid North- 
erner, would be enjoyed immensely by the hot-blooded Southern people. They can 
perhaps appreciate the ridiculous and fantastic to a greater extent than can the people 
of the North. 

England Bros., Pittsfield, Mass., called their annual white sale "The White Carni- 
val," and introduced the Mardi Gras features in their advertisement. This advertise- 



NOVEL SALES PLANS 



239 




England Bros. I Biggest QuantitJcsf Daintiest Creations ! | England Bro»: 



A Sale without ps 



cna% filled with ipotleu, snowy fmbrics and gannents and 

and Bhimmcring white silks drop in price until Ihey may be Irccly purchfloed by the moat eccromicaL 
; frosty lace* and embroideriea reign in a Court of their own — where ribbon* and neckwear and atom domeitics and towels and sheets and waists and dresses meet on t 

A Sale Where Thin Pocketbooks Will Accoinplish Great Things. 



I Showing and Sale of White. 

> drop in price until they may be Irccly purchaoed by t 






ana any preceding Muslin Underwear or Wbite Sale. You a 



e splendid difference* between the WUte Carnival of ours 



What a Hurry and Scurry there will be for these goods. 





You can hardly underestimate the benefits you may gain by 
coming, as soon and as frequently as you can. You could 
better afford to travel a hundred miles than to stay away, 
and miss such an extraordinary chance to save. 




JiTf^ Ruffle Maiirn Curtains i'Sr''?^''";™ "^.»''n'o"n';.';r 




ENGLAND BROTHERS 




ment would be a good one to follow in preparing the announcement of "Carnival Week" 
in the store. 

The Wanamaker Store, Philadelphia, Pa., is responsible for a new kind of coupon 
advertising. 

The coupons are there to be clipped, but they do not have to be clipped unless one 
cares to do so. Their value can be received whether the coupon is presented or not. 
Read the introduction of the advertisement, "Another Coupon Day," and you will have 
the whole idea explained to you. 



240 



HOW TO ADVERTISE A RETAIL STORE 




Every coupon here printed is worth something to somci 
one. They all tell of merchandise that can be bought today 
at less cost than usual. Cut out the coupon that interestsi 
ypu, bring it to the Store as a memorandum — and pocket the 
savings. Coupcm in French means Remnant. We are taking 
advantage of this last day of the month to sell out the accu- 
mulation of remnants left by a busy season. Goods will be 
on sale as long as the limited quantities last, 



Any dry goods store can hold a "Week of Nations. " All that is necessary is to collect 
together lines that are imported from the countries to be represented and add to them 
lines that represent those countries. As an example take Ireland as one of the countries 
represented. Linens and laces and lawns would be featured strongly on that day. The 

windows would be dressed with these goods, or 
where there are many windows the trimmings 
could be left in during the whole week. Green 
of course would be the contrasting color used in 
the decorations. Irish flags would be displayed, 
a performer might be employed to give Irish 
sketches, a la vaudeville, a singer might sing 
Irish airs, and many other features of this nature 
could be brought out. 

As souvenirs, miniature silk flags of the nation 
represented could be distributed during the sale. 
In the advertisement of John Wanamaker's 
New York store this idea is used in a difi^erent 
manner. Here we have the different nations of 
the earth competing with each other for suprem- 
acy in certain lines of goods. The introduction 
of the advertisement explains the whole scheme 
which is an excellent trade-winning idea. 

The idea of having a sale at one price is a 
good one. A Dollar Sale in a shoe store, a Ten 
Dollar Sale in a clothing store, a Nine Cent Sale 
in a grocery, all have great attractions to the buy- 
ing public. One merchant who had no room for 
superstitions exploited what he called a "Lucky 
13 Sale." It was a lucky sale for him, for it was 
profitable. 

In holding a Nine Cent Sale the figure " 9 " 
should play a considerable and conspicuous part 
in every price quotation. They should run, "9. 
19, 29, 39, 99, $1.99, $9.99, etc.;" the more nines 
used the more impressive the figure becomes. 
The figure "9" should be displayed largely in 
advertisements and in windows and interior dis- 
plays. 

"Clover Day" at Strawbridge & Clothier's 
Philadelphia store is a day of unusual bargains 
not advertised in the newspapers. They are in- 
dicated by show cards bearing large representa- 
tions of the four-leaf clover. There are several 
hundred special bargains in all departments 
offered on Clover Day. These are plainly marked 
by the cards and are to be found in every depart- 
ment. The customer must ferret them out for 
themselves. Clover Day comes around about 
once a month. In a recent advertisement the 
1 sales plan was described as follows: 



c 
o 
u 

s 

N 


Men' s Raincoafc. $ 1 2 and $ 1 5 






o 
u 

s 


Men's Oxfords, $1.90 

Of patent Icniher. kidskir and 
■.Tl'.urcalf>lMn. Welted and stitched 
<!,{'< They would cost US$1.90 
if l-."iEhl wday^^ _^_ 






c 

8 
p 


Men's Handkerchiefs 






c 
o 

o 

N 


Men's Neckties, 25c 

!"o'„-m*.)f i", ''«T.»°l.'nd!"oTjooj' 






c 
o 

o 

N 


Plain and Pleated Shirts, 50c 






c 
o 

V 

p 
o 

N 


Boys' Suits, $6.50 






c 
o 

s 

N 


Oriental Rugs 

li.-. Shin'.m f,i^« heanh size $10 
and ?l..'. «or1h«l.'an<l«l5. 






c 
o 

^p 

o 

N 


Waists, Half Price or Near It 






c 

d 

p 

o 

N 


Hair Brushes 

.<0c. wbrih Toe Good bristle 
buishps lor men or wom,-n light 
and dark wood backs 






C 

o 

V 

p 

o 

.N 


Stationery 

-.-;j';r:.;/;'.;ir;«ti:-,''';ii''.s;\i',v. 






c 
o 

o 

N 


Sheets and Pillow Cases 




c 

8 
p 


Special Pillow Tops. 50c 

hem. rn.nL' turn, l" in'c'uL to-T'duB, 



C 


$2.50 to $5 All-Silk . 


o 


Umbrellas. $1.85 


















N 


*°'''°"" ^"'""'i! Vi'll 




c 


Carpets and Rugs ' 










P 


• '""1 P'lltrny 


o 




N 






■I-"" *— ^- ClMn,, 




'c 


Porch Furniture 






u 










p 




















Cut Glass 


n 




u 


O-intl. ,jlad 6oi»K ■ rciuUr 11(1 
















,. .1 ■.!.-. 1..,.. _,..■.,. l,M .„«,..,. 



$22.50 Dinner Sets, $13.50 

Austrian ci^inj— I'i2 pifcca— 

prelly llofdl decorations— a limited 



Hundreds of Four-Leaf Clover Specials All Over the Store — Find Them. 

" Our Third Clover Day! We expect even greater throngs than were here on either of 
our former Clover Days. Again we have gathered several hundred extraordinary values, 



NOVEL SALES PLANS 



241 



9lW»um»firShm 



^^fktui^iJIrr* 



Jlore Closes dl 5 P. H. 



PcfifSunjifi^fknt 



fiCffTkut^Oru 



Le CONCOURvS d'tCONOMItS 

''he Contest of Economies) 

An Internu nal Money-"3aving Competition _ 

A dozen foreign countries have exhibits in the great under-price competition which the WANAMAKER Storey presents today. Japan, 
China, Persia and Mexico compete with the nations of Europe for the favor of the thrifty— and there are special offerings presented by 
Uncle Sam. as well 

Each exhibit is decorated with the flags and colors of the nation that produced it And attractive as is the merchandise offered, the prices today are the lowest that you h«v» 
seen in many a day on merchandise of equal character. You'll enjoy the breezy interest of the store today as much as you will appreciate the economies that may be profited by. 

Suggestions of the' merchandise offered are given below : 




Boys' MUltary 
6lou3e Waists, 35c' 



Cut Id tBiWikrf style, of obambror, lawn 
pWQftW, baBk«t wM-v* cbtTiot, K*^»* »d'1 

New 3Sc luA iii.ii.«..i.u 

37^c All-Wool ChalUs 
At 23c a Yard 

W« Mv» ■oM oTsr ft tboBsaad piDcM of thl« 
fln# Amwicao-mad* AU-wool Chafllt iliico tho 
O.OOO ranU. 






TipxXi^Mj worth 37Vi 
emtrtct— ».<M>0 jftTdi. BE th« tpwiAll; 1 






Men'5 Collars 

51x for 50c 

today, hi (our helghta of high turnoTpr c 
I to 17V ^Th^'a^ Li^th^*nftwMt Md 







Men'5 5aiit5, S8.5Q 

W&NAMAXUt Sulu at such a little pHcel 
Further ar^ment is hafdlj Dweaaarj. Ho". 



Now U.50 a iM 




Lnglish Cretonnes 



Jojt a good-natured prowl Iron the Britiah 







IRISH bllacblS napkins 

(1.2} Onallly al SI- a Dczen 

iloadid BleacKed Linen NapUiue at 91.35 a 
>««ii. Toda. tbej-r. epeclail; prifod at |] 

Handkerchief News 

Worth Hearing About 






'''^'"'""'^'S;H'p"riz 



stocking Bargains 

for Women and Children 

We go direct to the mOiuractHrBn hi C 



tboy art loi*-prrced at thoir ongisal \ 

Today's pPIces on theM eroupi rbpitMnt, 

flguw* The ' o^coptiona ore In the item ol 
Womtia'B etockion 8omo lioei am em 

Women's JtocklnSs 
. Chlldrcn'3 Stockings 



Fajicy Jewelry 

At Utile Prices 







iMtead ol 50o to ll.SO a yard, their lormer 
Ther» sr» white, tan Qnd black eroutidi. 

gxotflldB with blftck-and-bliio, grwn-and-lav. 
endor, and red-and-blu© cluet«r doti ; and tikn 






Mexican Drawn-work 

5ome Torrid Reductions 




Marble Busts and 
Pedestab— Reduced 




Marble Pedestals 



Austrian Fancy- China 

At Ten Cents 

Here'* a tempting tablelul ol pretty, Indl- 



Wares Artistic 
And Practical 






More Fine News of 
Women's DRE55LS 










Fine CouiTrai Flax 



It e«r»teea'Cte.'"'Tli1«,'B"gii 

?in'r'a?o;?K„"U" 







<*ias?" 



Hamadan Rugs 

1^1 Small Prices 



e atlractl.e Oriental 1 



lie; can be uaed la tag 

re In eplendld w«3ii 
variety oldealp,: 



I rogfllar prices. Tod*j 



Pongee 3ilkS: 

-Jhat 



«.%fo™,^°"™'!ii""i."m,''°VSiri'.SS 



^.r. ?A:'s-i.f&^s^ 



Prices Have Melted 
On Refrigerators 

Try ue tbej niljUt, tSeee JUlricenton 
aven't been able to ue« their praaffrlnir 
ualitle* on their pnceo with any elffctl Ti 

tborouphly efficient mnke, that we can n^ 
mmend lor it« ice-flavln£ and lood-ptDaerrlaa 



f!!l- Hsii ililj fe" fe" 



Formerly 
A. T Stewart & Co. 



JOHN WANAMAKER 



Broadway, Fourth Avenue ' 
Ninth and Tenth Streets, j 



which you'll find throughout the store, designated by the four-leaf clover signs. Easier to 
find than the four-leaf clover in the meadows, yet more interesting when you do find them; 
delightfully surprising, for each one is seasonable, desirable in every way, and priced to 
save money. Many things under the clover signs are marked at half price — some at less. 

" We cannot describe any of the Clover specials because of lack of space and because 
many of the lots will probably be sold in an hour or two, but when you enter the store you 
will be given a little guide book which will help to locate the hundreds of extra values. 
We give a mere hint of what you may expect to find under the Four-leaf Clover signs — 
to-day only.'" 

This was followed by a list of sixteen articles priced at about half — some at even less 
than half. All of the articles were seasonable and were selected from all departments 
with a view of interesting as many people as possible. 



242 



HOW TO ADVERTISE A RETAIL STORE 



i^i^G*** 



mt/^ 




We are not ungrateful — We appreciate it is your loyal patronage 
— your hearty support that has made this growth possible-r-and 
we wish to show that appreciation in a most emphatic manner. 

So we are celebrating this 30th Birthday — celebrating it for thirty days — 
We are giving away thousands o( dollars in new crisp bills — We want every njan 
in Boston to participate in our celebration — rEvery man to receive a gift. 



1 Lo *50 



A PreMot to Every C m t o iner. 

sromer purchasing a suit or overcoat in our Men's Department during the next thirty 
-no smaller than it nor larger than $50 — totally disregarding the price of your 
re<.pective of any conditions— You will receive in cub a giit of either t',$:,ts. 



days 
»"o 



XhiS is the '^"' '"'"'V'*'^ •'"V* remain— take advanuge of this 

— ^ . 1 -^ ?rcai gift giving event — it is our wish that every one of 

fourth Day cur customers should participate. .. ■■ .■. .■. ■■■ ■•■ 



Each '500^ Given Away 

Wm Be DivkM t* FoUom: 
One $SOBiU. Tbr«e (20 BiDs, 

Four $10 Billi. Ten $5 Bills, 
Fifty $2 Bins and Two Hundred $ 1 Bills 



inf^fm 



■«M«|^V^ 



Vorenberg's, Boston, Mass., use a sales plan that should prove a good one anywhere. 
People will flock to a store when there is a chance for them to get something for nothing. 
When the "something for nothing" is real money it should prove doubly attractive. The 
birthday gifts ranging in amounts of $1 to $50 were attractive. An analysis of this scheme 
will show its actual cost, as it is explained that every $500 is divided into 268 gifts which 
average in cost about $1 .85. A reduction in price on 268 suits or overcoats of $1 .85 would 
hardly appear as attractive and would not pull as well. Such schemes as this are good 
ones. The gift looks large and attractive. 

A small store could use this idea and offer a gift with every article purchased. Sup- 
posing $200 is to be given away and the average gift was to be made 25c. It might be 
divided in a great many ways to produce this result, but the following would be good : 

500 gifts 1 cent each $ 5 . 00 

200 gifts 25 cents each 50 . 00 

100 gifts $1 each 100 . 00 

2 gifts $10 each 20 . 00 

1 gift of $25 25 . 00 



$200.00 



In such a division one could be offered with every purchase, even if the purchase was 
for only five cents. The large number of one cent gifts will only make the scheme better, 
because it will cause a lot of fun and talk. 

These gifts are to be divided as shown and placed in separate envelopes and sealed. 
They are then placed in boxes edge up and kept closely packed together so that one could 
not distinguish what was in it from feeling it. The customer is allowed to select one enve- 
lope and must abide by his or her first selection, whether it should prove a large or small 
gift. 

A scheme of this kind will not require a great deal of advertising, but should be suffi- 
ciently advertised so as to get it well started. When once started it will advertise itself. 



i 



NOVEL SALES PLANS 



243 



iBloomin^dale Bros:,, Lexington lo 3d Ave, 59tb to 60[h SL MamadesofPeeru^sra-aauui Bloomingdalc Bros., Lexington to 3d Ave, 59lh to 60th M- 




(o be UunchccT 

Whole T'^uf's of miUs and f 
foriK we« offered us in response to manufach 
nmunicaljon, which tivn, in w 
se"ht toVputabte m^nulaclurm general si< 



fhc Price Concessions Were Marvellous, 

DiJelargHytolhe 

lat the hudesl part was m deciding what not to acccpl. 

Kted wisely, and that in Invitin.? you to this njo 
es unprecedenied in Ihe world of mcrchindisins. 

Every Advantage We Gained Is Transferred to You. 

you may have in (lie way of household ariiclti or jooJs and jamients for 

salisfaclority suppHcd, and in most instances 

At Less Than Half Rcgvlar Prices. 



High Grade Hosiery. 



Hosiery, samples, fine ini mttUam f^ 
tinless. ill sljes.... *"' 



welgtts, stainless, ill sljes 






z::;;^^i;;^^iS;'S:i:S!.z;29c 



Men's Balf Base, 



gatrantei 
til sljes. 



anteed fast Hack mi 



5cl 



one by one nbbed, double iL^* I 



White Lawn 
Waists 




%^ BlacK NcarsilK PelUcoats. 

These petticoats have self-colored dots, rnade with deep 



#• 




Juh Mdland Foclary Salt fyVtt Ktip» Suprtmt m Our 

Shoe Bargain^ Corner, 

TTOoffhcirrcatvalua: 
sen-. I\M, bnnno. 1 5uo p™ Bo„- »i shoe. ,>li«>/:||. 



Photo Frames. 



Cen^ne $i 25 
Ilollow-Grovnd Pipc-SKm 

Wostcnholm 
Razors at 38c. 



".'":",'.""■." Sc 2;,i'rbU:-ii:..°' 



$50,000 Worth of Women's New High Class 

Summer Dresses, Suits ^ Skirts 

Tbottsands of Carments at Next to HotiUii Prices. 

,tral manu. — 

pricfS— all Ihe 
h and stylish. 
To th(w Iremendoiis purchases 

We Hive jtMed Oar Owa 
Reffttlar Stocks at Prices 
Proportionately Redacei. 

All of which means thai ■ you may 

less than the actual cost 
Styllsb Taf- 
feta Suits 





Beaatlfttl Linen 
tactual 

i22.b0 
Values, 
Reduced 



$4.00 to $12.00 Washable Skirts' 



Voile Skirts. «fj QCr-iU', %.'.'°"U^ »| qo », nn 

Two Thousand Linen, Silk and. Cloth Svlts. 

Worm J18.00 «;ii nc\ Worth $30.00 V\(, nc\ Worth iSO. 00 €yn 7c 

to i2s.no, ^f •P"««3|fo $40.00. af *'"•'"' lw„**£:<*o.ar^^^7.y 3 



'miu and factory sUT] 

Coupon 



25c 



Women's Bathing Svits. 



PocKel Knives and Pipes. ,.; Xrl,^",: 

;^ssr^r'S:;^;S3^39c 

1 BtUr mna AmUr Tip PIpn. ibout JOO in ""^O^ 



Splendid Enamelled Beds faiTHn^y'""' 

About One-Half Regular Figures. 

-These 6eds have just come to us. 

They Are Samples. 

Lbout 50 styles in tlie lot (no twp alike). They 
have been used fot. 
1st, and are not Jn 
from the factory, ' 
tous prict concessi 




Enamelled Metal Beds, 
From $1.50 to $12.00 

eprtscnl jboui ont-hilf rcgi. 

A Wgb Class Spring 'Free 

grade, guaranteed I 

Special Prices on Mattresses ot Our Own Make 

Oar J5.00 Mattress, ij.so. I Oar «6lOo Mattress, S4J0. | Oar $tco Mattress, IS.9S. 
We Use Ho Short Bog Balr In Any of These Uatlresses. 




The July Mill and Facicry Sale 

Handsome Millinery 

Trimmed and Vntrlmmed 

These voojerful I»r{ain> will b« (ouad lo our Main Floor 

trimmed Hats »V„.'^r.r/ir. $1.98 



Ready-to-wear Hats, =;:;,.■.'.'. S;; 



98c 



Colored Untrimmed Hats, "".',•,"; 45c 



Fancy Straw Braids, "o",r.r.X.r;; 



ISc 



Men's Underwear 



'■il9c 



»35c 



Another of the Creat Mill and Factory Sale Offertags. 




Wines and Liquors 



'-'•$7.39 









Finest Cigars at tlalf Price. 



Sj9c_|T^a^ -Bloomingdale Brothersyg^^y ie l-^-^^-'gH^^EE^^g^ 



Kramer's Department Store, Gay lord, Mich., held a Nine-Cent Sale that lasted a 
week and had some unusual features. There were a great many articles that usually 
sold from twelve to thirty cents, marked down to nine cents. In addition there were a 
number of much higher priced articles that were sold at nine cents in the manner explained 
in the following paragraphs quoted from their advertisements: 



Ladies' Coats, Only Nine Cents 

" Here is where the magical nine cent figure shines the brightest. Every one who has 
seen our stock of coats acknowledges that it is the best and largest assortment ever shown. 



244 



HOW TO ADVERTISE A RETAIL STORE 




Short jackets, pony jackets, three-quarter lengtlis, cravenettes and silk coats. Every 
style you could wish for is here. The regular prices range from $4.50 to $16.50. Bring 
three of your friends who want coats and get the fourth coat, the lowest priced one in the 
purchase, only nine cents." 

Ladip:s' Cravenettes for Nine Cents 

"We have an excellent line of I>adies' Cravenettes, new empire and princess back, 
in shades of tan, gray, brown, black and white. This is one of the most serviceable and 



NOVEL SALES PLANS 



245 



WMrm 



AM ^«Lrs Transhr Direct 
to Our Doors. 



^^ 1^^ »>'m^ •^ 0>^ the MIstlMlppi. 



Record-Breakinjc Six- Day Run on Seasonable Merchandise! 

Tomorrow we start one of the most sweeping August sales we have ever held — a sale that, in scope and nagsitiide, in quality, quantity, and variety of goods, and iu Irtw- 
ness of price, we firmly believe is absolutely without an equal. We are determined to reduce »1! stocks of Summer Goods to the lowest possible point, no matter what Iht 
cost may be. It is imperative that we have their space for fall and winter goods now in transit A 

The cool and backward MUon ha> left us with much «c«u itock to dlipoM oL Seme of our ^cpsrtimnU are more heavily itocked tban pther*. ' 
■nd In thCM thc'prlc^ cutting la unprecedented. We itrongly advUe all thoec who are l«okla( (or (cnulne barfalni ta be her* to-morrow. J 

tht valuM oa this plge are just as unique aad aousual as is the manner iu which they are presented. We mention bnt a very iew of the redoctioos— enough to give you an 
savillgl are. As the great automobile run now on is effectively demonstrating the loost modem means of transportation, so this sale demonstrates this store's modem methods of 

These Barg^ains Are Especially for Monday and Tuesday— The First Two Days of the "Run." 




durable rain coats you can get. They are waterproof, and for driving there is nothing 
better. All sizes in stock. From $5 to $16,50. Try and club with your neighbors. 
Every fourth cravenette, the lowest priced one in the purchase, only nine cents." 

Would You Like This Suit for Nine Cents? 

"This is the way to get it: Bring in four of your friends who will each buy a suit of 
clothes and get yours for nine cents. Every fifth suit, the lowest priced one in the pur- 
chase, only nine cents." 

In addition to the ones quoted above there were many other similar offers in which 
the third, fourth or fifth article was sold for nine cents. Some of the articles listed in 
this way were shoes, linen napkins, fine table linens, petticoats, waists, dresses, skirts, 
fine white goods, corsets, etc. 

Mill and Factory Sales, Mill End Sales, Factory Sample Sales and similar sales are all 
good ones to use. The possibilities of bringing out good advertising ideas are increased 
by having such topics as these to exploit. The wholesale price of an article is looked upon 
by most men and women as being not only particularly low but as representing the lowest 



246 



HOW TO ADVERTISE A RETAIL STORE 



^TVkLENTI/^ Sm^ccmam^s. 




A Valentine from J The May Co. 

mr.vr blotk the typt. f fhwfry lite taiistiage. i 




sg'c J&i Evening^ Slippers 



UOUEXS SILK HOSIERY-A ift.-J 
Kue ci tranl,/ul SM I 
: tiircu. cllr.-rr Ic, ( 



'l^\^^[Ne9:VestSprmgSfyle's in Womens ^^^-^[ 

^^1 \2 Extra Spccu,ls\ T^tlOTCd SUttS 1^ ^^'^ ^^"^ 



IVemen's New $',7.50 Tailored Suits. $25.00— A special slurvino and offering „/ \ 
exclusive styles "o/ iaunty t'tons and Prixcess Suits. Here at. suits tliot -.ce iou«/it i 



' 1; C'/t V R^/^^,/- WHwi/A '/'« intettiton of selling at Sjf.jo. tut Owin^ to the cvn^estcd coifiitions of 

JVeW Oatt J fentCOatS \^ • our display room, wt an forced to make a tremcniUmS 



tfjort a ulk ^rlttcMI ifitiet. \ 



i^ pnce concession: hence, -de place on sale toviomr.u suits. J^ '^ S Mw 11 
J ihotwotc/d sell every day for SjS and Sjf-SO.-sfiecial. ^t^g/it '' 
Vu SIjUj tn: Sea Elm McJeU. Neni Bolero KmlcU. 
1/u Nciy Pony CoMlJ. Ne» PHnctsl Utdlti 
Jtm, »ott .!.:■ i,;a.n,oiH <l-.r(/. Mn, mc.'r i^lk firr.lc //orrt. ni nmr 'm; II,, li.,» 

EfuTllS ViSii-v J(» llJmZnu^, . ' 'ic^ •'< ul'K it"'!, will' I «-»./. «J 

.$f5 and $t8 New Spring Suits, $9.75 



Lingerie^ Waists 



^^-"^^^^^^ 



French and Domestic T Afgslirr Underwear^ 



■ PKAWEKS- 



iS COiySS-Utdi Hi f'/«» »•»■ I >-—itf DRA*EIIS—Ho«J;u>i,. <■! jtli ' 
lw>. !«• u/rt in* bia«t,lul ka^-rm • ■>«« 4 HW« •» Frncl, fc,.J. ;.„l, i,..f n.lllr 

rat,, l-n hitflh 4l„-.^i. «K» hjwl- 
r,i It-Ill,, fii,,^. oJCli ....S.TB 



Headquarters for f Extra Good Corsets 

Z/I.M.'.l,COKi£7\-.V7XVK i;»-/. -Ml,. | KF.DfEH\ COKSETS~M) l.i: 



r'.rv' •»•« 

/i r,(b ii'i M' i^^h ,itn*t: 

. - - 3.M) 

ta., t,-«(.v. '"*'' «"* I'" ''«■■ ™jt '"""^ 
l*""'"'^. .".'. ."' . .'^"'"'i.JO 
VEVS OOII'.W -f-rr, iaiWT 



Ne^Ribbms IV^ 



*C^ei/m, 



%^.. 



r^'^Cr'^ '•"'-"'^"'''''"''''"''^ ^ "'""'''ikl'hl^i]"'.'' J51 "A'"';'';' "'r ' ' ' ■ '" ' ' f"''" i ■■-""'■■' - ■■ i^'"". ,.r,„.V"f"Too 

ri>ESCIICHeMISES-Pm,h,.,b.c;i,„4 iy~\, . mlim, „p,lu MHHA .!:!Z..'°." • r.;<:;b.:r. ,lx I. / ,,, J 

/"^ ■ '.."'.."!.',,'. .'."."/.*»'■ 

rSHSCII CHEMISES - ;Vrr f,,//,, 

"^t. "*.'". ..",".. r. . '.'.''im'" £/. 

FSE.\CH CHEIIISES -/lii.M„ Mfk 
iMakSilml fM^moA, Chtmi.ic. ,„ S^ m 



Early cMillinery 



'•r.r^" 



Handkerchiefs 




actual value of an article. Convince the public that you are selling at wholesale prices 
and you have won them over. They will be satisfied with the prices and the goods. 
Bloomingdale Bros., New York, give us an advertisement along these lines. The number 
of articles illustrated and offered below regular prices make this a strong advertisement. 

Another splendid sale plan is the Department Managers' Sale. In this sale the depart- 
ment managers are supposed (by the public) to take the bit between their teeth and make 
a grand race for the home stretch. This idea should of course be fostered in the adver- 
tising. The Crews-Beggs Co., Pueblo, Colo., advertisement illustrates clearly how such 
an event can be made attractive. The feature here shown of having the department man- 
agers' photographs reproduced in the newspaper advertisements should be closely fol- 
lowed. That is a part of the sale. 

The idea of having each department competing with the others for large sales should 
also be strongly featured, as that produces an impression that prices will be cut pretty 
deeply to make quick sales. 



NOVEL SALES PLANS 



247 




Barr, St. Louis, Mo., advertises a special six days' sale in a very novel manner in 
the advertisement reproduced. More could have been made of the idea if a suitable 
name for the sale had been chosen. "A Great Bargain Race;" "A Tour of Bargain 
Specials," or some similar name would have helped to advertise this sale. The auto- 
mobile with its special bargain inserted is really catchy. Even the license number tag 
is utilized to show up the price in large figures. Such an event could perhaps be utilized 
to greater advantage at times when there are automobile shows or races going on. The 
idea is not at all bad because it is out of the ordinary; it is original. 

The May Co., Denver, Colo., show us in their advertisement how cleverly some of 



248 



HOW TO ADVERTISE A RETAIL STORE 




'."Xnsi.i-isr 

Bukttt 

Cutlery 

"""'" " "iJ'U 






the events of the year may be utiHzed in advertising. Their "St. Valentine Specials" 
is about as neat and attractive an advertisement as can be made. Tliere is little lost 
room either, for the mortised hearts give plenty of space for enumerating, describing and 
pricing the specials offered. The ad-man of The May Co. is no doubt an artist as well 
as an advertisement writer if he originated this design. 

The Wonder, Spokane, Wash., held a Children's Week and advertised it well. The 
advertisement gives up just enough space to attractive illustrations that must surely catch 
the eyes of eager children. This is their advertisement. The attractions at the store 
are such as will bring out a large crowd of youngsters. Where the children go there also 



■ 



NOVEL SALES PLANS 249 

will be found the parents. There should be someone around the store to point out the 
different attractions, which should not be all bunched together but spread around so that 
mere visitors must visit all departments to see all attractions. There are hundreds of 
ways to attract children that are so inexpensive that they might be employed all the year 
around, but something special like this coupled with a distribution of souvenirs suitable 
for juveniles must be great for drawing trade. Of course people are invited to inspect the 
wares as well as the attractions before they leave the store. 

"House Furnishings at Gimbels," Philadelphia, Pa. Here's an advertisement that 
is just crammed full of attractive offerings, so closely set together as to make one's eyes 
ache to read them all, and yet hundreds and thousands of women read that advertisement 
from beginning to ending. Many firms selling house furnishings, as here indicated 
by granite ware, kitchen utensils, cutlery, etc. never make any effort at any time of the 
year to increase their trade in these lines. They have them in stock when called for and 
that is all there is to it. A special week for these lines would surprise some of our staid 
old hardware dealers who seldom advertise in any different manner than their grand- 
fathers did. The idea of having demonstrations is a good one to tie up to. They mean 
more business every time. Many housewives are using old and out-of-date methods of 
cooking, house cleaning, etc., because they do not know any better. Show these by 
demonstrations how much better the new style articles are and they will buy them. Show 
up the little things; they sell as readily as larger ones. 

Abraham & Straus, Brooklyn, N. Y., show us how attractive thanksgiving time is. 
Note how they have introduced almost everything that was ever heard of in connection 
with Thanksgiving into the illustrations of their advertisement. The offerings, being 
seasonable, should have been quickly snapped up. 

"Another 100 Bargains." This heading shows us conclusively that there had been 
one or more hundreds before this. It is also conclusive evidence that Snellenburg's 
former bargains were quickly snapped up or they would not be offering another hundred. 
For such an announcement the advertisement-writer could not have chosen a better dis- 
play. Each bargain is separately boxed and labelled with its number. Some such sales 
plan for special bargain days could be used by any store with profit. 

Workingmen's sales are usually good profit bringers, although the v^^orkingman as 
a whole is the hardest customer to suit in the world. His own personal wearing apparel, 
owing to the rough usage to which it is sometimes subjected, does not give that satisfac- 
tion and long wear that he would like, and he is apt to call the merchant a robber and 
a "trust." But this should not bother the merchant. This kind of feeling is only on 
the surface; at heart the workingman is a jolly good fellow. Produce a sale in which a 
workingman's wearing apparel is featured and he'll put on his Sunday best and make 
tracks for your store at once. 

The Stumpf & Langhoff Stores, Milwaukee, Wis., produce a genuine workingman's 
advertisement. Every trade is represented by illustrations and it must attract the 
worker. The prices quoted on seasonable and appropriate articles for laboring men 
must make business. 

Silk sales are nothing unusual. Most large stores have periodical silk sales, but it 
remained for Bowman & Co., Harrisburg, Pa., to produce a silk sale advertisement like 
the one reproduced. This is not a good advertisement because it is divided in two by the 
Chinese checker board in the center, and yet that is the best part of the advertisement. 
If the Chinese characters, or those that purport to be Chinese, were continued around 
the whole advertisement, enclosing it entirely, and the foolish cuts in the upper corners 
and lower part of the advertisement thrown out, quite a good advertisement could have 
been made of it. The Chinese characters, or words, will always be closely associated 
with that of silk manufacturing. Their use in this way is very suggestive and effective. 

Scarbrough & Hicks, Rockdale, Texas, use a very good idea in their advertisement. 
"The road of low prices leads straight to our store." That would make a good catch- 
phrase for any store selling medium and low priced goods. The mile post idea is well 
brought out in the display of the advertisement, but are they not after all rather foolish? 




t 



J'.!H"4^:I?€'1T1. r. I«r,l «.. J r jl ' //^ J ^W^f )r ''|>'''''"$^ W'^^^ ^'?^ y^ f^, „„ China Store Offenn^S;",^ 1 \^ 
Sc«h"«c"Vo' vlJl!" "" °" °\ Vm y/Jy/ \\{ Men's M,il Store Offering. 11 "-S w' ^ \ ^rV-^^^'Si' "i^ '"'^^^^ 



c«h"«c"Vo' vlJl!" "" °" °\ Vm y/Jy/ \\\ Men's MjI Store 



China Store OfTerin^s. 

lavll,,,,,. China Dlnnor RrTi l>I Jinn 

__i;'"o?''l,V,'.'Ibl",''iT'.', 



Ton CLOSES < 



Snenenbur^s 

S ENTIRE BLOCB-MARKET. Uth to 12th STS. 



To-morrow, Tuesday, 

will bring 



•TOM CLOSES i 



Snellenburgls 



Fancy Waisllngs 



hllags TH!' 



^.. .. V 

I's FancY Beiti 






I^c 



Another WO Bargains 

All sorts of personal and household wants can be supplied at this sale at great savings.. 
We cannot promise to fill mail orders for any of these goods. 



Wetsbach Gas Ughfs 

"Z'^IZ,"'" 29c 



79c 



Wool Cf»pe 

tool -cjuL n US>> 



«--...- — V — =^=^ 



Fancy Vtlvtteens 



Housecleaning Brush 



Women's IVin/crCoafs 



Plaving Cards I u/,,rto, n,.Knn H^n New Nove/ly Taffefas Panne Ribbon „J"''..':,''l«''.^,°!'?_.. '" 



Women's Skirts 

jli%^Sl'$2A9 

Imported China 



O r::x c 



IhinaBowlsT Rich Cuf Class ?/. ^^.fl'If.'f,!!*.^?'? 

■";::T2f.r " 12c rxHB'r'jieo 

) .::r. o .::::; ( 



Sii^r.^;" ..65c 




Boys' Shoes 
""'"" '"'"98c 



I2'/2C 

"Kodak" Trimmer 



:iv.i 



3Ic 



£i^^^r-o i:r: o 



Children's Dresses 



v^v,x-c;'"" 75c 



) r::r: ■::::^ O rrr: o 



50c 



Table Damask 



Whitely" I) eraser 
j'i'.33 



Babies' Dresses 



"/«""". 69c 

Q rr, O 



°--" ■ rv 

s Knives ar\d forksX h 

lZ„.''r".'."59c 
Oafc Chiffoniers T »*^,!',iIl,'?!J'.i'?.1k^,'°*P., 



ilMV" 



He 



Flannelette Wrappers 



T^ytsoc 



..3V« 



£mb(oldcry Silks 



r.£"\...2c 



Excelsior Mattress 

'iK>£srZ°'$2.2o 



^FB^ O r:: C 



Axminsfer Carpels 



Boys' Sweafers 



Q z:r„ Q rr: o :r:°: o rr; o 



r»iI»«l««nlT WC 



Ruffled Mulf Shams 



Child's UnderwaisI 



Fan<Y Stock Collars 



O r::°: c 




N. SNELUNBURG « CO. | f« 



^V.;S,J2.95 

t«CO. I H. SWELLEMHIRC a CO. | W. SKELLEWBURC * CO. | W. SWEUEtlBURC * CO- | W. SNEmWBUWi & CO. I W. SWELLEWBURC t CO. S 




T). 



m 


P 


W 


m 


1 


i\rf^^^ 





THE SEMI- 
ANNUAL 



WORKINGMEN'S SALE 




mf 



OPENS TOMORROW Volnei tha year «re the magnet of trade. 
bargains, but to live us to these a dv anise 



easy to 

bargains, but to live u;i to these advartised facts— to give even 

greater values than were anticipated by the buyer— is the one thing necessary to flrmly c«ment> the 

friendship of the public. We ask In all frankness, W3uld we have been able to attracc the public to 

these great, worklngman's sales, year after year— w3uU our stares be throagsd di/ afler day with 

•n crowds of satisfied purchasers— if we failad in any instiic: to give t!ia great, values that throngh honest 

^"C advertising, have made these tame sales a seaasn of buying for greater Milwaukee? 




Clothing Values 

Of every mar 
filtinst.mt t 

story of valA 



That, 

Attention 

1 Milwaukee. We loolc on this sail 

The prices following don't half tell the 
Come and see (or yourself. 



'."$475 
'$7.50 
$10.00 

'"""sis.oo 

ind worsteds 

t 9« ^ 

»l.39 

»l.95 

»2.4S 

»3.4S 




CONTEST 



Winter Underwear 



Duck Coats, Sheep-Lined Coats 

cf.'?.ri',;s£,o'$i"5o j £»n^it5ur'r°j'^$3.75 
.r.™t?"'.:r>s"°" $2.95 1 r'.""."""?'''!".".."'.", .$5.50 



Specials That WiD Interest Every Mechanic 



^ ^ for Mm'i Union-mfttte Overalls and 

J *#C Jumpers, made 0/ heavy block or blu« 
d«nim,cverypa)r double sewed Ihroagb- 

OQl. Made the ^Aine In every pmrticalmr ai thot* 

oiher dealers are selHnR at 7bc 

Men's Heavy Jaani Pantt. "unloiv 
le." strong and durab'e either hnod 
in ined. ReKular S 1.25 value. 



79c 



__ »J.(». 

$1 OC for Men's Corduroy Troosers— regular 
I.VJ t3 and $3.50 volue.. 




p:i::;2Jir-2^c 



1,000 Dozen 'T Men's Gloves and Mittens 

At Less Than 50 Cents on the Dollar 

The y c A a n of tW mtin stock of ths Tabor Clove Co , commands the attention of every wage earner in 
MDwonke*. Thora or* gksvea or raltteit suitable for every trade, for every purpose. Cloves for the 
ma aboat, the hoot*— glove* for the railroad man— for tba m^torman— for team.tcrs— for farmers— for 
OMcbanio. So great, la the stock, to anormaus the variety, that we were compelled to increase our force 
of clerks In order that eech and every pair of gloves and mittens might be sorted and markc J, ready for the 
tale that opaM tomorrow momlng. Prices that follow tell only a part of the history of this great purchase. 



Men's Heavy Canvas CtovM, made of 14 oi. C 

i.r.«iilar»n«IOc Dnte( Ihit ^Q 

Heavy Uatbar Paced Casvaa a /\^ 

I.. JOc vala.. I \JQ 

and Boyi; Heavy LMthar Yank Tb* | /" _ 

23c 
29c 



Men's Exl 



Men'4 Heavy Railroad Cloves and Mittciu, gauntkt* 
and regular styles, lined and 



/ Lamb&kin Lined 



39c 

I, gauntktf 

48c 
79c 
$1.29 



I EUT MTBi tncn 



817-819 THIRD STREET 




BOWMAN & CO. I BOWMAN & CD. | BOWMAN & CO. 1 BOWMAN & CO. j BOWMAN & CO. | BOWMAN & CO.^OWMAN&CO. 

BOWMAN'S ANNUAL SILK SALE 

lV/7/ Begin Tomorrow Morning, March 1st 

Silks are to be more extensively worn this spring and summer 
than ever before— such are Fashion's dictates. In anticipation of the 
extraordinary demands for silks that will naturally folloxxr, -fxre have 
made every effort to secure the best values from both Oriental and. 
American looms for our ANNUAL SILK SALE. 

Our efforts have been crovened vcith success in every particular. Never 
before have we made such an attractive and extensive display of silks as we 

_ are now show^ing. We have marked these rich and beautiful silks for THIS 

/""^W^ ^^jP^j^y SALE at prices that challenge the lowest prices ever offered for high grade 
'ftBiZ-S'5=,. '^ A^ dress fabrics in Harrisburg. You certainly should look them over. 





ABOUT $35,000 WORTH OF SILK TO-MORROW MORNING 

WILL BE PLACED ON SALE. EYEJIY YARD OF WHICH IS UP TO THE BOWMAN STANDARD 

opportunity which no person should fail to take advantage 





n 


B| 


n 


SI 


50* ^ 




r\ 


c? 


n 


w 


n 


H^ 


pnnted 


y^^ 


Fa«C7 


^^jy^ 


ng««i 




»».50 Silk,. 




eamplee 


^^Sr 


S-yard 

length. 


^Ivffl 




•Ed wo^et 
Taff««3, 


▼ 


TaflctM, 
neat rhecks 


/\ 


Foolard 




W to IVi yar.' 
len^ha. 




of silk, suitable 
or patch work. 


j^ 


yard wide 
Blaok Imported 


/Vh3 




dreM Icttgtlu 


/ \ 


and .tripes. 


x\ 


Silka, 




ISc 




V ■ ■ / 


/y. 


S.Ik Worth 
»1.50 . yd.. 


/ ^HB 


^^F «I.2S 


. J9c 


r 59* ^ 


.29c . 


^so*^ 


.29c. 


59* ' 


. ayd y 


' 59* ^ 


50* 


<59c/ 


^H 


1^ C'tptieChmi, 
T Itagtb, 


Y 


Ch.nge.He 
Taffela..U 
colore «.d 




Jap Silk, 
27 in. wide; 
.11 colon; 


Y 


Foulard 

SUka. dotted 


Y 


Peaa 

de Cygne. 

all the 


y 


Borta, 
Never Tear 
Changeable 


X 


«1.00 ^H 

Fancy ^ 


L 39c 


A 


combmatioD* 


A 


beatquaUty. 


A 


u>d lijurcd. 


A 


plain ehadee. 


A 


Taffeta. 


A 


Taffeta., 1 


/\ 


V 39c . 


/In 


W 59c J 


/\ 


39c 


/\ 


I9c 


A 


59c 


/\ 


t9c A 




»1.25 


\ / 


75< 


\ J 


es* 


\ / 


^ 50* ^ 


V i 


f 50* \ 


k / 


75* > 


^^^M 




r«icT 


V 


Sw\lt 
Taffetas; 


V 


Black 

Silk, rivulet 


V 


Black 


V 


BUck 


V 


Black 


\ ^S*1M 




Taff.u«, 


A 


all eolor 
combiu.tioa., 


A 


finiah. 

I9c 


A 


Taffeta. 

29c 


A 


affeta. 

k "^^^^ A 


A 


Taffeta, 

t9c 


/^b! 


^^F 16t 


.49c . 


/ T5* > 


^ 75* ^ 


\ > 


f ,..00 > 


V J 


^,.00 ^ 


\ / 


,i.as ^ 


V y 


«1.2S ^^H 


^ BUdt ^ 


\ / 


rard 


\ / 


Bl~.k 


\ / 


Black 


\ / 


yard 


\ / 


yard 


\ / 


yard ^H 


V P».d. 


Y 


wide Bluk 


Y 


JapSJk. 


V 


Xafl«t» 


V 


wide black 


Y 


wide bl*e- 


Y 


■ide bla ^ 


^ Soie. 


A 


Jap Silk, 


A 


waterproof. 


A 


Eabntai, 


A 


Taffeta. 


A 


Taffeta, 


A 


Taffel. A 


^ '^^S 


Tide bl«k 

Taff«». 


59c 


-Tide black 
Taffeta 


59c 


yard 

wide black 

Taffeta, »at« 


V ^^' 


^d 

wideTaffrt* 
water and 
.pot proof. 


79c 


A 

Blaci 
CfcnaSili, 
27 in. wida. 


89c 


T,n!Te'.a 

g-.13-3: 
on eelveJg. 


cJ 


^<r^^<flH 


a 


m 


$1.09 


m 


ti 




^ 




^ 


m 


a 


si 



Imported Japanese 

Silk, 27 inches wide, will 
wash, and we guarantee 
every yard to become 
more beautiful after wash- 
ing. We have it in every 
shade, also black and 
white. This quality al- 
ways sells at 50c a yard. 

Pow^man's Annual 
' SUk Sale Price 



39c 



Pongee Silk 

For those who want 
Pongee Silk we can save 
them money. We bought 
from one of the largest 
manufacturers a large 
quantity, cpnsisting of all 
colors. 75c qu^.lity. 

Bowman's Annual 
Silk Sale Price 



^ Boxbay Ncvertcar Sllli:, 



49c 




Bo\f men's Annual Silk Sole Price for Bo: 
leor Cuaranlced on Selvedge i 

39c ^ y^*"** 



Silk Crepe de Chene 

Silk Crepe de Chene is 
a very popular fabric for 
any ordinary dress occa- 
sion, can be used for any 
part of ladies' outside ap- 
parel. This we were very 
lorlunate in securing from 
a large clearing house at 
a wonderful low price. 
75c quality. 

Bowman's Annual 
Silk Sale Price 



Black Silk Taffeta 

This is one of the great* 
est bargains in our sale. 
Yard wide black silk taf- 
fela, perspiration and spot 
proof, will shed water like 
a duck's back. $1.25 qual- 
ity 

JBovc^man's Annual 
I Silk Sale Price 

1 10 yards to a customer. 



49c 



89c 



BOWHAN & CO 



318 MARKET STREET. HARRISBURG. P> 



BOWMAN & CO. 



254 



HOW TO ADVERTISE A RETAIL STORE 



Our Store and Our Ads 



bCoI. G«1» Bouck or 



' BooTt^"Old Gab«," w be was affeclion* 
.t do you wont 7 " 

(the Lord 

■ 5 jiut left the 




the belt It tbe lowMt urim and nUlni. _ 

lower pricet than others da YeaH overlook another 

•VPortunit; to nve il ;»ii faO to read thii advertiaement. 



With this week we begin another month- . Last one was a very 
busy one here. Lets make this one busier still. We'll do our part. 
Have the stock and the low prices to start in and all we need is your 
co^)peration. Of course, that will be forthcoming. Read this ad- 
vertisement. Let it be your shopjang guide. Cut it out and bring 
it with you. We want you to see and know that we have the goods 
we advertise. We are particular not to over rate, consequently 
youTl see goods in the store with better eyes than you see them in 
this advertisement Remember the low price road leads straight to 
our store. These mile posts only point the way to greater, savings. 



A Lot of Good Bargains Here 



Mens $2,00 hats for »1.2S 


Five cent braid only 2c 


Boys 16c capj at only 10c 


Two spools of thread 6c 


$1.50 petticoata for 98c 


e6c comforts for only 68c 


Some 11.00 corsets at 60c 


MennensTilpowdei 17c 


50c shirts for only 39c 


Womens »1^ aboes M 


84.00 Zieglei- shoes $2.00 


$1.00 alarm clock for 67. 


Packers Tar Soap at 20c 


16c boj paper for 10c 



These are only a few instances of how we save you 
money. Joilow the road to Scarbrough & Hicka' 
Wat£h the mile poets as you go along. 



THE ROAD OF LOW PRICES LEADS STRAIGHT TO OUR STORE 

THESE MILE POSTS ONLY POINT THE WAY TO GREATER SAVINGS 



tCoM wb* t&iled to 

lUt Kukels U.95. 
BflSTy doMe fleac* 

big bftrgaia 

S9.00 BUfiket] $7^. 

bonod: gfxx) v&lae 
UO. Oar own •p«ciftl order. 
II, •irong kod durable, coiort grtfy 



lOui JOS Day ezpeci to flod 



gg I Ik* nuied Rotkw 
I Ber*'* UtU* Ihlngi 



Robber bur jpluj, 
ooe dotto iB boi. 5*0. 

hftir piDk 8 lor 2^0. 



IViotb BratbM, toeordiDg to q 

PropbT'ftCiic Tootb BrttibM, i 
B»ir lIro«Q«t. toUd -ood bacJi 



'bftcif Braatio* • 

Combt, etocb tlMl, •! 

Oobreakkbl* Cooab*, lar^ Md »m 



L^rgsCbUDOlJ at 8«, 10c ud 

Batb H^tD BroibM. k>os bandJoi. 2&C to! '. 
BaleoD T«p« LiD«, ktitcbed ed^e. 00 loch... 



fIo33 1-3c Woaro 

?tc *' Y^! VL d» 
upon war bi;Im 
{OurrociAiidtvwj 



» goo*. Fall yard vid«, Mftfral oolora. 
au 4k. A ragnlar e^c 10 7&c paoanu 
marktk Poll yard wid«. Paw color 



'" Vi' 



New Skirts-Pretty Made 



£w shipment. These 



\ Bplendid 

k fike Uu. 

i will aelt for more 



tone and ftrap trunnuDSS- borne have 

aad aorae fancy fabric* Great Tal 

ue«tbeM. 
Rcw J10 ini $12.5» Sklrtx. The 

acme of elegance in skirt makes. 

Fine imparted FVench and Oermao 
m tbrougbout with pure ailk. rickly. yet simply 
d tad tHmmed: B«*utifQ] ia fit, and dreasneaa ia 

Madeof noveJty sditinga, panel effect to knee 
I M hip. Elaborately pleated. A ven dreaay akirl. 

Good quality melton and oxford fabrics, five 
fold* of material at bottom A good looking skirL 



Qoaks. Capes and Shawb 

Sdllflf iUpldIr It Thb Store 
Al St.75 to S3^ we show a good 
Be of every dayct 
ecta. Velvet pip 

$S.75 Oats. Box pleat back^ fall 
le ngth. empire front with a belt of 
•a me color. Taw and greys. 

Sl3.S0Out^ Empire coat iritb aide 
pockets, full length, manniab oallar 
eflect A pretty garment. 

CoiUitSUOto J5 that are tcfv 
dice. Collarless edect, turn back 
cuffa, velvet piped seams. Braid 
trimmed collar and cuff. Very amart 

I oioflt abyulog; 



Underwear for Men. Wo- 
men and Qiildren 

MIomcD'i Dflloo SuiU. Wc show a 
nice heavy ribbed llceco lined suits 
In natural or while cglor. $100. 

$1.60 Uoioo Sotu. Here i* a noft 
mcrcoriicd OriPita gannpnt. Thr 
necka arc eyelet cmbroidericd and 
have a very rich shade of cream baby 
ribbon tied wilb bow knots. 9l.bO. 

SolU i\ 50c. A white suit with lace 
trimmed neck, and panta come only 

Solb lot ChUdrca. In all sh'les of 
gmrments. but the beet thmg for wkn^ 



iS^M? 



VaUnrui. A splendid quality In 
Itcn sold at 7&c; Its here for fifty 

lown GlaBtenberry The 



nalunl or gray 

n t shrink 

' finest and softest 



7 MILES 
rbrwiiti k HldU 



Your Wife Wants a Good 
Machine 

Yei air. sbp aaoda one toa Tbore 
it lou of ibtogft aba coold make up 

moooy sbu coald asv* by boiog able 
to do bcr owD work. Aod Ibeo »b« 
could learD Uie girls and thoy coDid 
■peod ploaaant aod prolitable days at 






W0 ^to sail BMdIas a 



HEE Wfii Etc 

la for oordloj 

doing ft}] kinds 1 

O-aJllUV Ore 



Don't You Want a Better 

Shoc?c« 

W< Have Uu Ones You Want ^ 

Whether it be for man. woman or 

diildyou may rest assured that you'll 

money back Polish and paint covers 
up many defect in a shoe, therefore 
we aay trade here, because our guar- 

Qoua (guilty. Full dress patent. 

Every new shape, smgle turned or 
double extension sole. All dressy 



I $1.60. They are made for Scarbroueh 
Longolaa. Plain or cap toe and all heig) 



Cbuc Shoes. Not cheap shoes but for less money than abovi 
re sclL Men s plow shoes, $1. $1.25 and 11.60 
Women's good strong shoes, 98c and$l 



Qothing for Men or Boys 



or satisfactory wear. 

Mfoi 5 00 mud to 00 Sum. Here's 
a brown plaid suit ot 6 dollars that s a 
big bargain. Very fashionably cut. 
4 button sack Back vents, vest is 
•ingle breasted pants have side 
pockets, sepviceablo and strong At 
$10 we show a wonderful range of 
pretty worBlcda and cheviots. Equal 
to most stop™ »12,J>0 suits. Lots of 
nice ones at l'7.&0 and $V.OO. 
Mtot 15.00 sad iOOO SuHi At 
" these pncca we olTei you suits ele- 

tnmmed aod made. All hand worked button holes. 

illcd c<!)lar«, a stay there front, concaved ahoutdere, deep 

■nt In coftU. aingle breasted vest. 

fiof SuJf Made from the short lengths of fine im- 

re dye silk Fine Iming The very latest wrinkles, 
ms double and reinforced. 



Doable breasted. 



10 MILES ^ Lower Prices on Staple 

Sorbrocr* HkU J ^y ^OOdS 

•"^ We continue to sell Blaples mi 

bciaw the other stores prices. Staples 
makeup the greater p 
fall purchases. If wc 



^yUlZ 






Shlrtlai CbcTlob. Lota oi 
Cifitoo FUbocL Oood gn 
Apron Cbak 6ln»hams. N 






^^Sorbfough kikksj 40 yda Coltoo C 



20 yUM Aproo Chevk 

Ologhama. 
4 pair Towels, 4U21. 

red border. .. 
A regolar 1.60 Mao's 



Our Pamou Do 



1 doz- pr Good Hose for women or cbildj 

12 hanksot SbeUand Flosa 

A Woman's Regular 1.25 Shoe. 

A regolar 1.50 Petticoat, a grand valoi^ 

40 spools Thread, black or whlta 



1 pair Moo's Good Dross Paots. 

1 Boy Suit, good wearer 

2 Biurs FloocobiDOd Undorwear. 



All lor Babr 

.by must bav* 
e Uttlo things that 



I pretty. 
ir^Ablo, b«&lthy 



Tboy doD' 
\ and Iboy make Iho llttlo 
\ onesonjDch more 



a elaboratoly brocaded ailk aod 
3 \;ory loicbln« Whotbor you 



id boiuir vatuoa for 
i>*ore<t cldordi>WD or 



^t 7£c and 1.00 that are v. 
3 Bootees al 10c, l&c aad ! 
» witb draw airiog at tofk 



J 14 MILES 

I Scubroosb & Hkkj 



"" ITmile^ \ Hosiery for Papa. Mama^i 
u.^\ ffici3 I Kate, Willie and the Baby 



poor boslory. Tbitt'M • 



Wo buy 



iliflSc. B«.v»nbc.rliglil. jo.lu" 



12 l-Jt Tli« bMt 



WOBCT'J 3c Host. Tb. . 



«r.d t. ... Olbo.. lu 



iSt «./». B]»cl< 1 
>cli ud gUl lutocli 
7Sc CMIa Id b 



Cclltn. 50c. Wklu 
Baab 8l)k etobrpldered 



, lAboodB. Mode 






D loMrtloDknil row of 



, lUUbod • 



UubtrBtUt PkUDi loDlber 
belts ID Kit colors ftt 7^c Tbi-Mj 
• lib pnU-iil Uiilbor Vglsel bclU 



You will note that "Lower Prices on Staple Dry Goods" is ten miles to Scarbrough & 
Hicks. Also note "what a dollar will buy here" — twelve miles to Scarbrough & Hicks. 
The reader is likely to puzzle some over the meaning of this, and as it is not likely to bring 
anything in the shape of trade to the store it cannot be recommended. 

The Emery Dry Goods Co., Danville, 111., recently purchased 5,000 yards of silk at 



I 



NOVEL SALES PLANS 



255 



special prices and advertised it in a very attractive manner, so attractive that it was effect- 
ive. The silks were sold and that is what the advertisements were used for. 

The first advertisement announcing the sale is reproduced here. It speaks for itself. 
The idea of reproducing a portion of a newspaper, showing conclusively that the purchase 
was no fake, while not new is a good one. It shows distinctly that the silks were sold 
at auction. The Emery Dry Goods Co. claim their buyer was there and that 5,000 yards 
were purchased. This advertisement was merely a preliminary one. Others followed 
describing the goods, giving the quantities and prices. 

There have been thousands of different kinds of sales, but there has perhaps none ever 
been held quite so out of the ordinary as one held by this same firm. They announced the 



Qm ^mwm^thm^ 



AUCTION SAIE Off 
PLAIN AND FANCY SILKS 



ASHLEY & BAHEY OOMIAinr TO 
SEU OVEE 6^00 PIECES. 

Llkrlj (o Hov» Bpt LMilc F,noc< I 
9lnrKrt— StncliB Not Lnrvo oud Need 
Granted— nrll«r Tnttr 




' was learned 'h^t (Tia j 
Boney Compony Trer© (o tia\i 
*ny.% on Fob !' MfiDbors ot the flrm. 
seen, woi>M moko ro statei})ent Jn regard to 
'the Palt esnept tvftal Is conlaln<r(> in 
tircul.ir. Tibic]^ u to Iho. eftect inal 
rl'cti K plain ond fancy ^Iks would-be sold 

' at a special peremf tory sajo t>y Towntcnd * 
•Montnnt auotlontfrs TJio ofTerlnffs 
rrlJO plain blatk laftclgs, 
<5e €)gtio, t 

;a. Bfrlpod, ch««K ' 

i qoard t^ffcias, crape do < 

;taffetfta plaid irroe jralt 



T>on't Miss 

Uhe Great Silk Sale 

Monday, March S 

5,000 Yards Jill 'Bought 

At Auction 

See Saturday's 

Commercial-N eWs 

For ylll Details 

Emery Dry Goods Co. 



sale as a "Happy Week" sale. Every bargain was a smile. "There will be large smiles, 
small smiles, smiles of all sizes. If you haven't smiled for years you will surely smile 
next week." It was thus they announced its inauguration. The advertisements tell the 
full story. The two small advertisements preceded the largest one, and merely announced 
the coming event. The editor of Brains in commenting on the sale and its advertising, 
said : 

" The writer would be willing to wager that the management of The Emery Dry Goods 
Co., of Danville, 111., wore a continual smile for some time after the 'smile sale.' The idea 
was original and out-of-the-ordinary, yet was not 'funny' nor 'cute.' The arguments 
are all common sense, business getting talks on good goods, and plenty of prices are there 
to prove the reductions. Of course the intention of an ad writer is to get as many people 
as possible to read his advertisement, whether they are interested in the goods or not. The 
small advertisements that were printed in different parts of the paper at different times 



#M« 




€€ 



Happp Week'' Tues. *. 

"Bargains That Will Ma1ie You Smile 

Lots of Happy "Buying in EVery L 



This is Bure to be Ih* foUictt boyinp week you have ever hart. Nothing will make yon happier tlian to be able to buy necessities at big savings. Smiles will ,be < 
onr January Qearance sale of all odd lots and surplus stocks of winter mcrchao-hsc We are determined to make this the most eflfective and merriest kind of a week of btrgmii 
The more you buy the more yoa aave and so your smilrg will be morn iir proporticn. Corns early and you will wear the largest soWof a emile. You can't resist this fun of aavi 
so easily. There will be a smfle for erery item ^ eveo' one is of the smile briRiring kind— where the prices are so low they make you I^ugh. Ton will have the jolliest time i 
when yon figure your savinips after your purchases are made Its almost like giving you the money in cash, these price redactions are so ridiculous. If you feel cheerless all the be 
bargaina can't fail but cheer you up. So come and tangh with us. ' > 

Smiles and Money Saving is the "Best Combination— Don't ^iss Trying it Tu 



Jolliest of All Silk Bargains 

ama traU bt to chtmp thty comp«U yitt ctton for low pricM. 

A c-hoicf .coIlMtion'of pUin silks for- Choice 
r4*^^»^K ItDinga, in a fall range of colors both g^ -^ 

^^-^ ■"' ^ liRht »nd rttrk, sMio of lbs Uffftat 'jgM ^» 

wortb M high •»»(!. H«ppyWe.k ^ ~W C 
pri« B j-ard ' ■ ^ 

TwelTe differtBtatyiea in fancy Til- i^ , 
tcU for waats and touM, in dark CfiOiCe 
shades only. dott«d^-Mriped and amall 
,^ -, , , checked dcsignj'aD of which ape good 

//yy style, worth «1.00 mi $1.25. Happy 

Week prico 




25c 



Uffht 
and 75c, the bc«t up to date brown, light blue. whit«ajul. 
dwigii^. you'll be de- -CQ(- cr-'aoi- You-U amile whjo . 

lighted W - jytyou 

36-iDchi black peau df soie for ■ v ••^" /"•ZV,- . »*. C^] 

tor waiaU or .lr«wc«, ~ 

tliDg porvl $1.15 value waists and K 

should he tiken advaotae" of- different styl 

duriog Hapof TC- from and all 

W«*k for . u.- *^t 7&C values. I 






Mrs. Eoff Will 
Make You Happy 

We have cut i.,at.Ti» 

so that Mrs- Enff with 

priteB for Happy Week 

jolliest kinds of prices 

pletc And remenil'cr "' 

will be made by o'l 

Yoii couldn't imagine anything 1 
»45 surra FOE 39.85— It is ill Mrs.Eoffs" dressmaking department that will he 
foiinJ one of the^happy ft-atures of this wck Prices have been m*ie that 
are abROlutely ineredible when the class of "ork is eonsidered and the quality 
of morchandiBe is shown. Think of it, a Rlricily high cfass lailorc-d garment 
■nchaaaay up-to-dsto tailoring H^artnvnt would charge you $45 for cmplete 
made of $1.50 and $2 iVl maWri-.K wliirh yiii will recognize as the best. lin -d 
with a guaranteed s«tin lininff or -sOk, strictly ^rtQ op 

man tailored, a smile prodiwcr. al f-ach *P*i7.0J 

100 WftTB FOR $37,60-Hfre, is where the real fun hegina A boni fide $60 
garment at v.-ry nearly half ita- former value— <uch a thing has never been 
conaiderwi in the tailorine line;in Dannlle We let you select your pattern 
rpom a Block filled with only bri|hl seasonable stuff, and instead of being sold 
by the yard, are imported in Artfs pnltcrn lengths only, no two alike and only 



re imported i 

itTcst in thit fefllure event. Let : 
off make you emilc for . .».". ..» ■ 



$37.50 



Two Dress Goods Smile 

1 they will be as Urge aa the price cnt— Youll see they ai 



! taken from our large etOcfc 



Just to mskc you Happy, we 1 
fancy wool dress goodn, all lengths that arc Teft from our fall 
stock that are not full dress patterns and have divided them ij 
the first one ineluucs the heavier fancy inix«d grey suitings i 
popular, fancy Panamas and S^rg.:>a, Granite Cloths, Henric 
dotha. fancy mixtures with light g 
Panamas, a big collection worth up to 
lengths ranging from 3 1-2 to S ysrda 
when you see them -at 

The Second lot will mQ.ke you merry i 
Boroe of the best things from our stock 
offered, the only reason for the aacrific 
ing that tliry nrc end pieces and are not 
to suit everybody— gome of them run a 
pattern, some a little Ioot so Jhere will ho a b: 
ploros for everybody to choose from. Fancy mixtures of the li 
lighter weight wools for dresses, plaijj cloths that sold a( 
high as $2,. "■>(>, etc. All go at a y^rrti. :) ;...' 




Underwear and Hosiery Will Make You Smile 



> .fc'T lt^irt W. i« QmfVgm g» » tha i 




good Ladies' gooj 5rtc fleecci 
'aluM and pants equal to many 60c 
Special Happy OQf 



sU Ladies' f5c values In i 



Ladies' .SOo and 7Se values la 
fleeced Union SuiU, th^y will 
inirely, *lelight ^ou when yon 
see them fo^, A^C 



. ..I"C Week price each U7W happy 

■ alt woo] paota, the Children's 20o ribbed and Oat 



greatest $1.50 value in th^eity fleeced vfnta and pants In i 
Dur: 




children for only 

Children 'a.fleivced Ribbed Vests Children's 40o ribbed and flat 

and panta in aizea 16 and Id fleeced vest* and pants. Extra 

Make t'he little ones ' smile. iffKyl wearers. Special price for 

rfitt AO- • Worth lOe, Sp«cUl C- Happy Week 2^C 

Make the childr'-n merry with Here where they aU smile, chil- Ladies* all blstn hose, eopir 
^ pair of sKtra heavy sduwl dr^n's, ladies' snd -men's ttose of much finer qualities, 
bos^ tliat are tb«.b«al TEliua la ta extra good qualities that sell wearer, fipfcial Hal 




ilities that sell wearer, fipfcial Happy Wf'ek 



Extra ffood quality in children's A good qoallty in Lsdies' black Best 2&d child's ca<ihm^re hose, 

school hos^, equals any 19c *al- ao'l split foot hoae. Yon csk't silk or wool toe nnd heel in 

ue elsewhere. Bpeoial price help but smile when yon see piok, blue, tan snd re.l Special 

during Happy W^ek. 2 n^^ them for a . |Q^ i-rice Happy Week a jq- 

Braid, Button and Embroidery Fun 

Two nnile produces from th« Fun in the button aertion. all AM of our $2.00 a d' 

laee depsrtm.-nt - 3.> coniel kinds of f.relty buttons, worth butlnna during llapp 

cover erabroi'lrry remDanl\ 75o a dozen, will go for «- f)iiirkly with a smil< 

and 3.5c Inc.. rtmnanta Irtf «cb ^* for each, only , 

all for a yard v ^ cheaper, lot of cambric and A lot of ftne eamhrie and n« 

BJamaols. of braid, pretty da- nsinsook embrotderiea up to sook emhroid^'Hes up to i 

iigfca^irth 10a * yard/ Happy" fonrinehea wide and worth up in^ea wide worth iTp to 2. 

Week price n vnrd, I* to \'>r. a amile pri>ducrr 'Tl- H»ippy Week price, a 

nulv •....■..,. iW nl n yard 7yt vnrd 




Smiled Yet? Read This Jolly NeWs 

BlankeU and Jomaitics will go at tb« happlwt Mnd of pdcw- Thta li th»^ Imt yrt. 



l.SOO ynrds of fiijl bli^chcd 



•ds of Araoskeog A. K. 30 inch Cotton Flannel, extra 
1.3c ^" 'Iri-M Bi'igharas. "H stnpl* heavy. Cnnnol be koughl to- 
end . ""■'?" ,""'' I;'""'* «■','!, "";• day tor lOe a yard. We'll make 



bchnppywhenyaHse, 53. ,,„, o„,i „ -, you sm.lc during Happy ^3 ^ 

th,. for a )T>rd ..1..... 34V ^„^ ,„^ , yard . O3C week for a yard O^C /^ 

inch wool skirting flannel, l.VK) yards of fleeced flnnn,'Irt- 42x36 Blenched ] 




3!lc < 



.15c 



Week price . 

Staple Oioghams in plaiJs, Sxtra heavy outing BnnnH in 42:i3r> New York 1 

stripes and checks, perfectly light and dark colors of Rlapl^ cnsea. torn edge. 1 

fast colors. A regular 7 l-2c val- stripes and plaids. Our 8c lead- ready for use. A 

He .Well makis you aS- er. During Happy ri caso that will 

emilc for only l.p*^ Week, a yard ^ZC for each 

72x90 Trtrrf and hemmed full Full ( 

.'►Sc each. A great volOe for each A apecii 
Happy Week, iP Happy Week 






.39c 



10-4 White Cotton Blankets. 
Hlx90 full aize Pcpperell vhceta, 1750 yards of an unbleached tra large ^and heavy. 
torn sod hemmed and ready for muslin full 26'inch wide. A utar B.ic quality. You'll smile 
use A (iSe value. Here's where regular 6 l-2e value. During during Happy Week when you 
you'll smile. Price XL*) Happy Week for p. see thcra for a pair A")/. 

each ^^^C a yard _. , ^^ nt Q*C 



(ustto ^ 
..ex. % 




stnridflid blanket for 
.Happy Week QQ 



l>iok or bluj and extrn weight ( 

Unrders loii II wear a great 'Cgular $6 values, 

amile when you see ftl Of) vou during Hnppy 

o pair, at ^i.^y Week for a pair . 

12-4 grey or tnn cotton blanket, 11-4 grey or whito a 

•■qual lo a wool blnnkrls. cutra lar 

lualily, ^1 CC a pj'ir Happy 
^IOJ Week 



Little Linen Prices Make Lgre^e Smiles 

Hero's whcro yon saTa money on most staple neceasiUca. It v 11] make ever yone imile 
2 inch fine Illen^li^.l lri«h tsble r.O-inrh h.^U lilen.-brd (llce psllrrn 
'Hin.i.k all new open border dc damask eitra heaiy and a frflc 
MKiK. Our h.«l 11.00 valnes. Rpe- _..„.. k„_i.i h.™. nw 

;:r.l:M":."."T,'!'r:':..75c ^^^'^ •^•^ • ■ ^.'^c 

V inch flne bleached table damaali "»♦* '»'•' '""""• '*'"■"' '^"''■ 

all linen .worth flic a yard, Pl** white and red borders. All 

Happy We«k, CA/. 35o »alue.. Special Ifl^ 

. price Jwt each lUt ^ , , 

Laces Laughingly Priced x 

tanghlngly, Yea, yonldn't It nialra anyona Uaih ta bny Ihaaa »holo« trimmln^i so ritUeiiloMly ehaap . 





■ 5e Torchon U\ 



■e(1y , 



. five 



wcc.tor... ; %rVy;^r: 

•^* Every odd piece of 50e 

-y time end a grjat bargain ^Tllte Applinnc that «.' 
il hsve if yon'Woy ov 



le appliiii.- Ihnl n 
ng H«p- a ,vsrd, go ni the 

..9c li^li^'Lhe'-i;;:, 



25c 



5C' ^h' 



.15c 



.25c 



Smiles in Leather 

Goods and "Belts 



hoke pretty i\ 00 Vsnily Bags that 

i-W Hnppy Week for enrh 

)dds snd Knds in kid glovei worth $1.50 




j&nu>«)9y)()ootL£ig> 



Men: 


HaVe a 


Smile With 


Nockwear, Underwear, Hosiory-Bmiles everywhsi 




Mrn's W»,k hoB,. thnt iiaiinlly t.'ll J 
cl,rwh,re for 1'2 1.2c , pair Extra C 


\^ M( 


^'milc'''l'ur'.n'B"rJppy"w,"ck'' ^.''VC ^ 


jfc^ ^£yC 


\ Wear a «„,ilc. 


Iso n pair ol (hone \ 


\,^/ 


fancy crcy 12 1 


:'r men's half hose 


*I>;;'-".g Hnppy W 

A«cot tics that ar 
50c and 75e. for 


that go Happy W,.ck for y^. ^ 


c.k wc will close 
fore-in.hond and 

."?::'..'....39c 


Yoit'll be merry wh.>0 
a!lem,.n's(lccccd shirt, 
sell here Happy Week 


How can you help from smiling men. 

:i!-™:,rrvrs;;.r'for..,i7c 

Men'a fleeced shirts and drawers. 

,.w. A h.ppy smile will appear on 
j-our faoe when you see OQ 


We'll Mtake you smile 
men's wool shirts and 
sell elsewhere for (1.00, 
Hsppy Week, .'seh ... 

with „p..r of all wool! 


° ''"'' 



A Jolly Value; 25c Golf GloVes 19c 



j&mt^nfliijfiootbf 



2 at The Emery Store 



lapp^ Week's Great Savings In EVer^ Line 
Wilt Cure the Worst Possible Case ofBlues 



wery dollar 



J makea yoQ happy-and its surely does- 
iQgh to we such big price reductions and 
y the best workmen will sell eg cheap that 



winter merchandifle. You will smilp at bargains in every corner of this gr^at store. It 
>u attend this sale. Rcady-to-wisar garments will sell cheaper Ulan ever. It wi 
just when you profit most by tiwm. Suits will sell at lesa than the price oi the coats or filrirt seperatejy. Furs made from fli? choic 
yon will laugh to think of such good luck. Millinery and draperies will give yoo dr^j^ fun Every lino goes. This will certainly 



: Danville ever saw .Come early. 



>\>ften, tfcen eojD« agaiff. Get full benefit of theae great aaidngs. 



Profit 'By These Happff Week Savings and You'll Start theJVeW Year Right 




Happy Suit NeWs 

Yon'U tmile wlwi y<m tt, how Iw Ibmt prlcw i 



:i'7:^ "'"■ «•.■*' ^-* 



^BV LarTies' eztra fii^ krosdclath ind iBport Choice 
^^aP fA scree coMum/mafa ioWick, bltre, gntn ^^ _ _ 
^K* and reji, rxgnlar »46 md $50 »uit«, iuat24m05 
y^^ ^ the gajTaeat 
Week prioe t 

Brodcloth Cheviot Panama Ladies' long coat broadcloth 
'ile Eton S'uitfi iq black aad Cheviot and fancy menswear Guits 
licb were $1S 00 ,$20 00 and in black .blue, green and red $20 
Ijisl jvar toclose «J CA »nd $23.50 suiu for CttCA 

Uapiy Week ..^*.JU Happy Week $IZ.9U 

plaifi" Ifnd fancy cheviot Ladies' Broadcloth and ch.>viot 

$16 50 aiid $17 50 Smta , blue and bro.wD $25.00 and $27,50 



$19.85 



Here's the Most Fun-Ladies' and Children's Coats Ridiculously Cheap 

YoD smile early and often hero. Evwy lot is a wonder. Bnt come »arly. With flrst choice you gat the largest smile. 

Latliea Tjlack and blue Kecsey 



Children's Eiderdown Coals m 
red .light blue and pink, eaiii, 
and bl-aid trimmed $2.50. $;i 00 
and $3.50 coats, to C* f\{\ 

makes you smile ^I.UU 

Children's plain velvet coals in 
black and brown, Venise lace 
trimmed capes iH fl;t QO 

coats Happy Week . ^>l*VO 
Chiidr.-n's Velvet and cloth 



trimmed in blue, 






I black. 



l^X'$2M »5(..oo . 




$6.50 



ren's estra fine criishcd Cheviot coats in bhie, p 

; and plain velvet coats, reda, velvet and braid 

fferent rcgnljjr $8.60 and, collar and cuffs $10 

coata .Happy ^A QQ coats. Happy Week 

price .■^4.y O Children '» extra lii 

n'» plain blue, mellon coats, in red, blue s 

ed velvet trimmed. $4.00 beautifully trimmed 

Happy Week just to vet and broid, $13.50 

....:...$1.98 ^r^".!'".'!.. ...... $8.50 

blue, brown and Ladies' Scotch Blixtures and 

tine melton coats,, black cheviot Ions ct)ats, reg- 

med, $6.00 coats, ular $8.50.and $10.00 values. To 




p Velvet and extra fine plain uressy 

Ivel coats in blue, green, red . CotU 

I.I brovs-n, $7 60 and $8,50 ^^S /l/) "'l '' 

als Happy Week COQO ^^O'VU w.ok 



Idren's blue cheviot coats. Ladies' Black I^ersey and 

V astrachan collars, red flan- 'Scotch cheviot long coatb. reg- 

$12,50 and $13.50 coats. A 



coL'S*!!:?r.39.85 

Ladies' Kersey and cliovmi Innp 
coats in blue bl»ck, brow,,, 
and red. r«:,il«r $17 .".() 
18.00 and $20 coautfin r/\ 
Happy Week price. ^l^.jU 
L;,. lies' Fine Keraey Crfats ijj 
black, blue and grc-n. i^egular' 
$22,50" and $25,00 coat* 

^^""r^ $14.85 



nis. Jiappy uiar »i-.o(' ann »io.ju ctmis. « O^ /I O 

,$4.98 i,tpX"/":....$7.50 ^^'^^ 



One of Our Sure Cures for the Slues-Happy Fur JVeWs -. 

T heae pricei will surely bring a smile and the merrieat fur telling w« ever had. Coata or aiarfs alhat little pric««. 



ippossum sea rf!>. ^ 1 A O 
Week price . ^i.VO 
i' $4.50 and $5 00 sable 
iniik and opposaura 
tnng scarfs. CO HO 
Wfckpncc ..^Z.yO 
'«6.i0and $7 50 fancy 
•ccg in sablt, oppossura 
blended water mink. 

""" $3.98 

'*«50 and $10 00 brown 
lack iparlcn long double 

'for.T.'!"'..$4 98 




Ladies' long double 



neck pieces. $17.50 and $30 00 
Furs. Happy Week tfjQ or 

Ladies' Jap mink, genuine 
Kolinhky auJ French squirrel, 
$22.50 and $25.00 oiee^s for 
Happy Week 

Ladies' extra fine blended mmk 
and penuine Kolinsky j'aDcy 
neck peici'8. Regular $35,00 and 
Happy JJPgJ 



Week pr 



$12.50 




Itched Riiaranteed 
Ihioushoiu. $38,00 

""'p^ $25.00 



$2.08 BlKk 
Ceoey Zaza'i 

9Sc 



Happy Weok prico 
best North 



I cuffs. $60.00 

$45.00 



"Rjead of These Skirt Chances-You'll Smile 



These skirts i 



I ttrlisb. that you will smile v 



you save a 




Hupp/ 

Ladies' $1.50 plain Jlelton skirtH cord, 
cd panda kilted bottom in black aad 
blue. Happy W 

Prl« 

Ladi,'! 

pleated kilt bottom ski 

black $6.50 skirls Happy tfo 7r' *' 

Week price * J. / 3I$4.00 ChUdmo'. 

■^r.d-.cs' Panama round leiitrth skirts in Kilted SklrK 
blue ,black and brow,,, 2l-gore killed $1,98 
bottom, $7,60 skirt. Happy J^CA V.»-.7'W 
Week price iP*.3U 



Ladies' fancy knob cheviot fon.-i 

efl, stitched .sk 

blue and black, regular $12.50 skiit ,il 

Happy Week for _.$5.00 

Ladies 4'3 pleat kilted Panama -skirts. ;t 

m our Happji Week salo . . .,H*>''-'0 



iit our Happy WeeK 



..$6.50 



Jolly Savings in Waists-Petticoats, Etc, 




I bull 



' all silk $5.00 and $6-00 Ladi 
wai.U in all color, and pell I 
Happy 



and $2.25 down 



$3,00 Nuns- Ladies' extra fine $4,00 AJ- 
ross Waists, hatroca vand Nunsveilinij 
lidered knota Waists, lace trimmed and em- 
: and brown, broidered, French knots, black, 

$1.75";;"."".*.... $2.98 

e Ladles' light blue and red cider- Ladies' $3,98 






to CO ■lualities. Happy fl-l yC up to $200. Happy rn- and brown at 

«/.3U W.-ek price .>P I.' J Week price 3v*- Happy Week p, 

'"'',","'' Ladies' flannellelte">i1chl gowna Ladie.' i»J and light blue eider, ij'*,',' "'"','' ° 

bio ^^^.^'-^^ ^s^'^KS Hss^: 



light Ladled accordion pleated e 



te AO siiRbll.v i«,ll.-d cowne /lA, green. $1 S 

^J.yO ll»ppy Wjck price .. 0!/'' Happy W. 



98c ::r:{;2':';::r 





Curtains, Draperies 



Happ y Week brings t 



; money saving fun— household nftodfl underprice. 



'*»S*^i 
that w'e have s.dcct- in half lfn;.Mb .Just what you 
stock that sold up to f.ir sh.u-t w,ndow,'i all in 

CAj. in th,a lot at, each 

2-Odd lace curtains mostly =6.iii,;h curtain swiKsca in 
00 a *""' ti;;ured cfTeci!*, usually 
pair Specially pried in OC- at 15c Special Happy 

this lot at each 30c and ^•'C W.-.k price ... .- 

pfvy silks ill all colors take $10 00 Pro-BriibM-i Art Sciuiircs, $1.50 rope 

" ny piece qQ^ 9x12 in OrienUl d.-signs. A choice dr.sirnblr eornhinations .i^ Ofic 




39c 

■.•48c 



I Oriental d.'s 
ible Can be i 



1 Pni-Uriissel Hub, 



ff ^ AO Hiiii'sci c,„i I , „»,.,l „o c,ll„'r side 

q>0.9» Were $8. ,,ol. a , <r. (JQ 

.„,d$:l,nO half .l,.,c„ ,„ lot. pr.fn 2^4.98 



on.-H i,i the lot lI,.'yV«'re sold withfriniro corners. You ' will toned reda, only nine of then, ritf^a 

'^ix^fl^r.ms 7:t'^% $1.98 "^Lrt^z/^r $17.50 



Handkerchief Fun 

tly mua^cd - ■ but they 're ce rtainly bargainB, 
'T* ■ nelichted •■ will he heard free 

,>^-, „M .M,le. wben you .ee"ur em 



■^ At 



>1ly hue («r lacr. .•mhroidered and hrmrord 
lijindkcrchi'f^ will produce the broad.-si kmJ 
lU-* Wonb up to loc v-ach i^C 

<\\y Hup of \\U'f cml>rni<lpr.*d and hnnmnd 
hnndkrt-ehirfs tliHl are worth up t O C 
Happy Wck rneo 2 for ,. . ^ JC 

prrtty 

'59c 



d Bend Irimm.-d faney n ___ , 

Kxfrj one worth up lo $1 6() Jus 
>ii htnilr n« wilt t.*!! 



6mcy) 9iij fjcod) £10 7 



J^ 


J, Ribbon Merriment Galore 




^ 


ijb Our great ribbon section Breets you at the doo with lot of smiles, /^ 


^ 


B p,:,',;c':''?rrK":.f"f'n7.sa',",tz,;"i;^H,^'„', choice ^ 


^ 


p lh,ilar,-worlh'.i.'.c AI,neof25cKal,n(;laccR,hl,ons, ^^1 ^ 

' b"en^e'T'v^?op■;,i!ir^cl'l''r.," These are an'in'i'hem"! 1. ^ oC 
\~ wanted .bade, aad r„„„o, be dupl,c.t..H ,„ ,he c„y -^ '^ ^'^ 


K 


" tell ynuth.r all we a.k for these ribbon,, yard IS. ayOrd " 


A lot of nu 




rn .ibl.oi,.. 




dilfrrcDl shades 1. bona that have been our leader at ii, .,11 prelty drsi,:i„, a 
value . , . ll" 15c a yard The rnliro lot will he tr,l| rlelight llic heart. 








You cannot 
pv when ye 


u .re those fine print llappv W.. k fo, a yard . . . / ^C „ ^„,| .' 


2lc 








2„- „nd 35c 
go for 


""•' 15c te„:rd;l:t"«,:;^;r';:;:':^ tv. ,. : , ' 


i.'n'',',,',',^,: 




t value in the lot k ""■ " '"''' '"' '" "'" '"' "'""' "'" ' ' ' 


. ..irir m 




[^'mrLrwi: ^hV;:r;:!'a;:V:":"',i5c ;:;'j';:,':;,".': :■:. 


be 


have.alwava 


Void for $1,00 a yaril. 4.iiich nil <ilk liislrom taffeta rib. A lot of Siilm (!ros Cr 


in ribbons 


n-y arc lo 
Week for a 


.|o„. Happy OA bon<. in blue, brown, -JX. io all leading .hades- 
>ard JVC creeo 20e value for . . . .'zt close (hi, week for . 


"■ 5ic 



"Best 50c Golf GloVes: HQppy Weefi, 39c 



Happiest Millinery "Bargains ] 


.I,i,tlomaI.eyou„iMl.. »f 

"lic..lol^red,crci"'olii,.'„od 
popular n..|l,T,. diinni., Il.i 

A pr..lly hue of Slr-et 1 


"^" Mi"w,?ri' ^*°''''' 


.'ui, ,.fil,'.''.,...,','i'."J.„ie7,'r 


'w'c:';';:r'i':;.: ^^^^ ^^ty^. 


no,, a unnl >„l„,- «l if.Hul We our »5,00 1.0,1. rr Hut t. gi... you 

lor lun, 'during 'll„p'|,y' W,ek"«L your ■he«'r'i"w.."'wdi'"i.ire'v,.Vv on',! 
your during Happy W,.ek for jour 

Choice 98c Each <:''°>" $1.9S ^"^* 



femnii9iuGoodi ^05 



258 



HOW TO ADVERTISE A RETAIL STORE 



worked people's curiosity up to a point that persuaded every one of them to read the big 
advertisement when it appeared. One important point in the up-to-date clearance sale 
is to make it attractive and interesting. Many ad writers go along in the same old rut 




Bhere Will Be 

Large Smiles, 
Small Smiles, 
Smiles of all Sizes 

If you haVe'nt smiled for years you 
Will surele next Week, The coming 
eVent Will be the jojliest you eVer saW. 
Watch for eVery detail. 



(&m<ytt|9iit)(jopdAfeg; 



6nmu9Au(jooA>£>(g 




when they might dig up interesting facts for special sales. We don't know whether the 
smile advertisement worked in conjunction with window display and blue tags, with 
smiling faces, but if it didn't it lost a great deal of what should have been gained. After 





Did You 

Ever 

Smile? 

She Emery Store has a sure 

cure for the Worst case 

of blues 

Watch for the details^ 
You'll Smile 




such an advertisement all of the clerks should have been instructed to smile their prettiest, 
and there should have been plenty of 'smile' posters and 'smile' price tags in the window 
to keep up enthusiasm. There should have been smile circulars and rubber stamps, 
package slips, etc. 



^art Jfitie 
ADVERTISING OF SPECIFIC LINES 



INTRODUCTION 

IN PART V. will be found a very practical exposition of the advertising of different 
classes of wearing apparel, foods, drugs, house furnishings, etc., banks, trust com- 
panies, real estate, gas and electric companies, laundries, etc. 

Believing it much easier to teach by example than by precept, a great many specimens 
of real advertisements, clipped from many newspapers published in the East and West, 
North and South, are given. 

Some of these specimens are good and some are bad. In every case the writer has 
fearlessly criticised them, whether they have been written by the little merchant around 
the corner or by the high salaried advertisement writer of the large department store. 

The good points have been pointed out as well as the bad. The type arrangement, 
the illustrations and the grammar have all come in for their just share of criticism. We 
might concede, however, that some of the advertisements that have been adversely 
criticised have brought' business. But any dissenter who might take exception to our 
criticisms must, on the other hand, concede that a better advertisement would in all 
probability have brought more business. 

We have given the address of the firms whose advertisements we have reproduced so 
that the reader might know in what part of the country they were used. 



CHAPTER XXXIX 



BANKS AND TRUST COMPANIES 



ONE would think that everyone who would have any use for a bank would know all 
about its functions, but this is not so. Most persons know that they can deposit 
money in a bank which will draw a certain amount of interest. Many do not 
know that a bank will usually loan money on good security, nor, that if they want to 
send ten dollars away that they can buy a bank draft instead of a postoffice money order 
or express money order There are lots of other things that a bank does that the people 
would like to know about. Many would take advantage of the business privileges 
afforded by banks if they understood what they were. 

The advertisements of the First National Bank, Bradford, Pa., and the First National 
Bank of Pittsburg, Pa., are not calculated to do much toward informing the public of 
what they will do for them. Neither will that of The Traders National Bank, Spokane, 
Wash. These advertisements are survivals of the old style business card in use a hun- 
dred years ago. They represent the conservative element in banking. 

It is a fact that some of these conservative bankers do not believe in lowering the 
dignity of a bank by advertising in any more explicit manner. They will take a promi- 
nent station in social, political and business circles for the purposes of advertising, but 
when it comes to offering a bank's services in so many words, they shrug their shoulders 
and claim it is not dignified. 

In the olden days when there were few banks and little competition ; when people had 
not been educated to the proper value of banks and banking institutions this method of 
advertising was good enough. The whole aim of the newspaper advertising and the 
printed annual statements were to clearly show the stability of the institution. For this 
purpose men whose standing was largely known were placed upon the board of directors. 
Their names were supposed to, and did in those days, 
lend a certain amount of stability and security to any 
undertaking in which they were interested. 

The Savings banks were perhaps the first to start 
an educational campaign for the purpose of increas- 
ing their savings accounts. A bank's business is only 
bounded by the amount of funds they may have for 
conducting that business. Their profits come largely 
from loans, and the more funds on hand the more 
loans may be made, and consequently the more profits 
will accrue. 

The Planters National Bank, Bichmond, Va., is 
a type of bank advertisement that was in vogue a 

few years ago, and may be met with yet in some of the smaller places. These were 
educational in a way and were intended to urge people to begin savings accounts. 

The advertisements of the Union Savings Bank, Pittsburg, Pa., and of the Commer- 
cial Bank, Bay City, Mich., are of the same order. The efforts are crude, but serve often 
to accomplish their purpose. 

The Trades Union Savings Bank & Trust Co., Memphis, Tenn., and the Union 
Bank of Savings, Los Angeles, Cal., have specialized and from their very name appeal to 
the working man. The arguments used in both of these advertisements are above the 
ordinary as are the whole advertisements. 




The Traders 
National Bank 

Oldest Bank in the City 

Banking House. Riverside and Howard 

At the last meetmg of the board of directors the 
capital of The Traders National Bank was inaeased 
from three to six hundred thousand dollars. This 
makes Tlie Traders National the largest bank in 
the state of Washington. 

Security Offered to Depositors 

Capital «tock $600,000.00 

Surplus and undivided profits . . 275.000.00 

Stockholder*' liability \ 600.000.00 

$1,475,000.00 



Commercial and SaOings Accounts Solicited 



M. M. Cowley 
J. Elmer We<t 
A.Kuhii 
A. B. Cuapbdl 



D. M. DrumheDer 



Alfred CooSdgs 
Pdrick dark 
N. Fred E^g 
Jamet Moughan 











A Bank's Success 






Community's Gain 








N conducting &e affairs of diis bank 






I 


file management has always be- 








lieved &at men of good business 










judgment and conservative ideas 




appreciate iie sound, progressive bank, con- 




ducted on safe and strictly business lines ; 






fliat its growth and success are tbe com- 






munity's gain ; that such a bank best protects 






&e interests of its depositors and &u8 proves 






its greatest help to die commercial develop- 






ment an 


I credit of the community. 




Directors 




P«cr Lmnoa 3. D. F.tr.ll J.mu C. Twoky 






UNITED STATES DEPOSITARY 






The Old National Bank 






■^ V>»o« 











FIRST NATIONAL BANK OF PinSBDRfiB. 

nFIH ATBOIE iW WOOD JIREET. 



ClHTiUU iimm SCRPLDS and PROFITS, ti,ti»,m 

ASSETS - - Sir.600.000. 



FIRST NATIONAL BANK, Bradford, Pa 

CAPITAL, $150,000. - SURPLUS AND PROFITS, $250,000. 

F, W. D.vis, rresiJcnt. 



1 



O. C. MeUln. Vice PmlJen). 



ICoo. H. 1 
K. L. 
Traiuact gen 
mi fflre prompt 
tt » ■• 



C. Kamsbcr. Jowpli 8eop. D. ' 
:». F. \V. U»ilj, C. U. Mekiii, C 

"'"■ l: Collins C. 1'. Kyron, Henry 

As.'l Oaliicr. Hamlin. W. ')/. Bt\- 

lingbiisincsi. ^rako coUertiona. i 
to all b.i-.in -^H piitnislwl (.» tlicm at lowest rales, i 

F.POJIT DU\m KOll nKWT. g 



W.Bell.. i 

1 drafts on Kuropfl • 




^ Our Savings Department 
pays 4 per cent on all ac- 
counts of $1 .00 or more. 

^ No withdrawal notice re- 
quired. 

^$1.00 opens an account 



Exchange National Bank 

Bro«(B Stone Bank Building 








Tte National Saviiigs Bank 

of the City of Albany. 

70.72 State St, Albany,N.V 



$11,869,695.27 



Send for Booklet 



How to Save by MaiL 



[FIRST IN THE LAND. 

4% 





Savings 
Deposits 

TUs Bulk ae PIKST Opm AJ Day SMtartmym 

NORTH AMERICAN SAVINGS 

COMPANY Fourth Ave, and Market Street. 




Ch ecKJn g 



Accounts 



the accounts of firms and iniiwiduati. No 



S inlerest jMowcd on these, but if you hive money to Ijy aside lor fu- S ■ 

g Wo' aim to plv.- satl^l^tory Hcrvicfl Tnd extend every f 
%' courtesy iusii:!.:l)le Id coftbervai.ve buiiuCdi methods S 

I ThcCitaens National Bank I 




Lincoln Trust Compaay 

Madison Square 

Real Estate belonging to 

cared for by this company. 
Rents collected, Taxes paid 
and Insurance maintained. 
Faithful and inexpensive 
service guaranteed. 
INTEREST ON DAILY BALANCES 
SAFE DEPOSIT BOXES AT 
SPECIAL RATES. 




42 YEARS IN BUSINESS. 



514,000,000.00 ASSETS, 



45,000 DEPOSITORS. 



BANK^f oB^ S AVI NOS 




Are you going to Europe this Summer? If 
so you will find it most convenient to have a 

Letter of Credit 

Call and see us about it. 
Sank Drafts and Money Orders 

at lowest rates. 
INTEREST PAID ON DEPOSITS. 

Wert End Brmnch Ope» 8»turd»y ErMiiqg^, 7.«,- 
Cor. St. Jamet •» St. Peter 8tf^ Cor. Ouy A St, CaOmrlne i 



PUT THE 

BRAKES ON 





COMMERCIAL BANK. 



The Seif-Made 

Millionaire 

Ocf;.-)!) by saviiic lloivnr sin.ill 



COMMERCIAL BANK. 

THE KEY TO THE 
DOOR OF SUCCESS 

»3 in the hand of Ihe'itian that fotVai 
the saving habit. "A penny saved i« 
a penny got." Samuel JoTuison says: 

provision for the last," and the only 
way to do this is to save from your 
weekly earnings, artd t1ie only safe 
place to put it is in a reliable "Savings 
bank like the 

COMMERCIAL BANK. 



al Canada. 



H 



Protect Your Children 

BV ENCOURAGXNO THEM XO SAVE 



$1.00 



SAVINGS DEPARTMENT 



Ths Rngular Depoaltor F"rotect» Hlmnelf 

Wat End BrMch Open S«liirdav Evening. l-V. 
Vr. Sti^amn X St. Ttler Stt. Cor. Cuy d! St. Catlterlne Si: 



264 



HOW TO ADVERTISE A RETAIL STORE 




Thrift Serfe*. 

People who go to the banlc regularly anddspiM^A 
part of their earn inga get Mmething more than exaff, 
cise— they are laying the foandatioD upon which b»r' 
tonea are l>oilt— 

-^ ^ THIS STR(»iC lAKK PAYS 

'^ 4% COMPOUND mjmMSt, 



The Old National Bank of Spokane, Wash., strives to lend dignity to its advertise- 
ment. This it does at the expense of the advertising value of the advertisement. If this 
was a page of a booklet being sent to business and financial men it would be all right. 
It is good argument for a high class of depositors. But it is away over the heads of the 

masses. It will hardly get a reading from the work- 
ingman who has but few dollars to deposit each year. 
The Exchange National Bank, of the same city, se- 
cures the result striven for in the Old National Bank's 
advertisement — dignity, without loss of power. The 
message will appeal to many poor men who will be 
glad to have their money earn four per cent, per an- 
num. The conditions are simple. Deposits of one 
dollar are accepted and may be withdrawn at any 
time without notice. Those two words, "Without 
Notice," should be made the keynote of many bank 
advertisements, because there is an idea among many who are not versed in banking 
usages that it is necessary to wait a certain length of time before they can draw out 
their money after it is once deposited. 

The advertisements of The Sovereign Bank of Canada, Montreal, Que., are good 
because they do not try to cover every point, that might be made, in one advertisement. 
This style of advertising has been often styled the "Bull's-Eye" style. The advertise- 
ment that uses too many ideas at one time is its antithesis. The "Bull's-Eye" style is 
preferable at all times. The catchy rule work in these advertisements makes them 
attractive. 

The Citizens National Bank touches on a good point — the ease with which payments 
may be made by checks. Any one can easily understand that an advertisement like that 
of the Citizens National would be more likely to produce depositors than would either 
that of the North American Savings Company, Pittsburg, Pa., or The Hartford National 
Bank, Hartford, Conn. The latter advertisement should have contained a little more 
information about the bank's facilities at the present day and the former should have 
contained much that it does not and left out the "first in the land." What do people care 
for that, anyway. 

A modern feature of banking is the mail-order department. Some banks that have 
been advertising for mail accounts have more than doubled and tripled the amount of 
their deposits in a very short time. Before a bank undertakes a national campaign for 
mail accounts a good system for handling these accounts at a small expense should be 
installed. Then it might be advisable for the bank to try out the campaign in the territory 
immediately tributary to the city in which the bank is situated. This can be done by 
using the small local dailies and the weeklies in the several counties contingent to the 
home city. 

A good list of names should be compiled from the assessment rolls, or from directories, 
for mailing purposes. Teachers, preachers, business men, mechanics, professional men, 
are all worth working. The main feature of 
the mail literature should be along the lines of 
ease with which the business can be done 
from the home. Incidentally the stability of 
the bank and its resources might be men- 
tioned as well as the benefits accruing from 
systematic savings. 

The advertisement of the National Sav- 
ings Bank, Albany, N. Y., is hardly calculated 
to bring many inquiries for the booklet on, "How to Save by Mail." It has none of those 
persuasive pulling powers that mail order advertising should have. 

The American National Bank, Hartford, Conn., with its representation of one of Uncle 
Sam's mail bags, is calculated to tell at a glance just what the advertisement is about. 



«*»i n i>»«t n «« n »« n i nn « n *ii* Mii iiiii Hn>r « i >«' 



i The Hartforif National Bank Began Biglit 

. integrio and abllHy In 1792 gold an<l V^er monry was scarce and sovcm- 

r phrase-. 'Not worth m Continental. ' wan born Later In descrtblng thln^a 
worth mc i aaid. "Aa good aa ihe Hartford B^nk ' Such was the rharac- 

iier of Ihe Hartford Bank that Its name became a standard of strength. «nd 
It rrm^lna bo today 



elcomed aa a de 



The Hartford National Bank, 

58 STATE STREET. 

>»lt»l«>l«l«li* H III H »i m il>l»l««ll< H lll M «>» H I» 



BANKS AND TRUST COMPANIES 



265 




oney 
Grows 

But the rapidity- of itf growth 
depends- upon^ where you plant 
it. If ybu plant it where it gets 
the advantage of our high rate 
of interest, its power of producr 
tion is amazing. 




3i 



TIME iXRimCATES 



Th« Pocket Savings Banks 
Are Free^Ask for One. 



Grand Rapids 
Savings Bank 

101 Monroe Street 
N. E Cor. Monroe 0> lonli St». 




'^^^, Save your 

-^PENNIES 
^WC KELS 
-DIMES 

'ftus Iktie savings bank is an immenM- 
belp to your bank account-r-it 
collects the small cl\angc you 
_^ would spend hut for this oou- 
'stant reminder. 

Fits your vest ppdtrt ^l^- 
handbag. 

[ ^ 




THE POCKET SAVINGS BANKS 
ARE FREE- ASK FOR ONE. 



Grand Rapids 
Savings Batik 

101 Monroe Street 

N. E. Cor. Monroe £>• Ionia StSj 




^ our Nest Hj^jg - 

Will grow like a 'weed 
U yoa plant the seed. 

The peeds are the pennies, 
nickels and dimes you drop intp 
this little bank— it is these, "lit- 
tle bits" that builds your for- 



A bank ■ account promotes 
c r e d i t — establishes respQiMii- 
bility and results in. securr^.' 



Start a Bank AccounH<ijiay. 



Grand Rapids 
Savings Bank 

101 Monroe Street 

N. E..Cor. Monroe &• lonlt Sts. 



TheDoUara 
Thiitilip 

Tto.«hY»rnBa.l-» 


E 






a// 


Mil 



CO NO MY 

Means 
Independence 




The practice of simple 
■ economy is all that is necessary 
to secure independence. Econ- 
omy may be st>Med the "Daugfi^! 
ter of ^Prudence" and the' 
"Mother of Liberty " 
A -savings account means in- 
dependence for you. 



FEB- .CENT INTEREST 



-2 TIME CERTIFICATES 



The Pocket Savings Banks 
Are Free— Ask for One. 



Grand Rapids 
Savings Bank 

101 Monroe Street 

N. E. Cor. Monroe £y Ionia its. 



TheDoU 
TliatSlip 






DP A LITTLE 

EACH DAY 




The doors of this bank are 
wide open to the man who 
^ves a little .each, day— the 
^tnall deppsitor^the man who 
puts, something away each pay 
day and adds "a- little" to his 
bank account. This kind of a 
man amounts to something— 
(vatch him.-and see. 



3i 



PERCENT nVTEREST 

ON 
TIME CERTIFICATES 



Grand Rapids 
Savings Bank 

101 Monroe Street 

N.'E. Cor. Monroe £»< lorila Sts. 



Theboiian} 
Tliat5Up I 

Thw^Ywa-Bagehaj 




THE POCKET SAVINGS BANKS 
ARf FREE-ASK FOR ONE. 



Jl/foney Earns 
* ^* Money 

35^ Per Cent 

INTEREST ON TIME CERTIFICATES 

No money comes as easy as 
interest money, when once you 
have made the start. 

It does not require a large 
amount to begin with — begin 
with your pennies, nickels and 
dimes — start today and lay by 
something — let your mijiney 
work for you. 

Grand Rapids 
Savings Bank 

101 Monroe Street 

N. E. Cor. Monroe C- Ionia Sts 



The point taken up — the safety of transmitting deposits by mail — is a good one. That 
is Hkely to be the first thought that would enter anyone's mind. It is well to allay such 
fears at the start. It does not invite inquiry. No provision is made for securing names 
of prospective depositors. Mail orders can seldom be secured without making some 
definite offer. This is not done here, neither is there any invitation to write for booklet 
showing how to bank by mail. 

The Pittsburg Bank for Savings does invite inquiry for booklet and is likely to result 
in bringing depositors in touch with the bank. 

The six advertisements of the Grand Rapids Savings Bank are all good. The argu- 
ments are convincing and the headlines suggestive. This bank has interested thousands 
in its savings department by giving away, upon application, little pocket savings banks. 



266 HOW TO ADVERTISE A RETAIL STORE 

These little banks are for the odd dimes and nickels, and even the pennies that might slip 
through one's fingers. The idea is a good one because practical. 

If there are some men who are not quite sure of the business done by banks there are 
a great many more who do not know the scope of the powers of a trust company. Trust 
companies are to blame for this. They should educate the public through good adver- 
tising. They should tell this public what the law allows them to do. They should tell 
that the state laws governing trust companies is very stringent. They should teach 
the ignorant and make them wise. 

Truman A. DeWeese, in "Practical Publicity," gives the functions of a trust com- 
pany as follows: 

"A trust company is a corporation authorized by law to act as trusted agent in the 
care and management of property, either before or after the death of the owner. It acts 
as executor and trustee under wills, as administrator, guardian or conservator; as trustee 
under mortgages and trust deeds, as trustee under agreements relating to life insurance, 
as trustee for investing money, the collection of incomes, the care of estates, as receiver 
and assignee, in fact as trustee under any declaration of trust of whatever nature." 

The Los Angeles Trust Co., goes into this matter in the first part of their advertise- 
ment, but soon branches off into the better known department of their business, that of 
banking. This is a mistake. It is not sufiicient for a trust company to merely men- 
tion that they act as guardians. They should tell how and why; give the advantages 
of a trust company over individuals in handling trust funds, etc. The little advertise- 
ment of the Lincoln Trust Company is about the way most trust companies are adver- 
tising their business. Even this business card affair brings them business. The news- 
paper advertisements should be planned along some particular course, such as the caring 
for the property of absentees, paying taxes on same, collecting the rents, etc., until the 
public are educated to that feature of the trust companies' business, and then some other 
feature should be taken up and followed until the desired result is reached. 



CHAPTER XL 

CARPETS, RUGS, ETC. 



THERE is a remarkable lack of definite description to be found in most carpet and 
rug advertising. There is no doubt that a carpet is hard to describe so that 
the reader can see it before him in his mind's eye from the word painting. Never- 
theless more information could easily be given so that the reader would have some idea 
of the quality, colors, patterns and so on. 

Take the advertisement of P. J. Kelly & Co., New Haven, Conn., as an example. 
Here we have no idea of the styles, patterns, qualities of the carpets to be sold. The 
whole idea of the advertisement is to make known that "making, laying and lining is abso- 
lutely free until August 'Hst." The headline, "Save a big sum now! " is rather strong for 
what is being offered. The use of the word, "FREE ! " in such large type is never recom- 
mended except when some article is offered free without any restrictions. 

The make-up of this advertisement is bad all the way through. In the first place 
the cut is out of all j)roportion to tlie size of the advertisement. In the original this adver- 
tisement occupied ten inches double column. Using a cut of this size for an advertise- 
ment in this shape necessitated standing the cut on its side. This is a fault that is inex- 
cusable. The shape and make up of the advertisement would have been greatly improved 
by using five inches across four columns. The reading matter could then have been run 
above and below the cut. 



CARPETS, RUGS, ETC. 



267 



SAVE A BIG SUM NOW! 

Making, Lujiiipr and coCC I 
Lining: Absolutely rKCC ! 



Special Low Prices. Easy Payments, 

We deliver the Carpet when you 

are ready 

P. J. KELLV & CO. 



817-828 
GRAND AVENUE 



36-38 
CHURCH STREET 



1 J 


/\ri i^j. 


1^ 
I 

«^ 

OS 

/ 


1 


m 


1 


fe 




11 


* M0ll^''"" HIHUMH vlnWPl 



REYELL & CO. 

TO-MORROW 

A Barg&ii\ irv 

Axmlnster JR.ugs 
$1.95 

0««r 5 (oti 
long, la • 
larg* variety 
t( piNtrnt. 




Im liBlaiitr 
■■p. 



ALEXAN'DER H. KEyELL 8 CO. 



too studied, too stiff to 



Note the two panels on 
this page devoted to Oriental 
rugs. These are taken from 
two different page advertise- 
ments of Frederick Loeser & 
Co., Brooklyn, N. Y. In one 
of these there is a curiously 
shaped illustration that is 
open to the sanie objection 
as Kelly's. It uses up too 
much space. It is not a 
good cut anyway. The ar- 
rangement is intended to 
represent a certain careless 
disposition of the rugs, but 
one gets just the opposite 
impression. The arrangement 
look careless. 

The arrangement of the type matter is good. The word- 
ing of the text could hardly be bettered. No high sounding 
adjectives or superfluous phrases; every word is made to 
count. A slight attempt is made to describe the quality 
of the rugs which adds tremendously to the value of the 
advertisements. 

Revell & Co., Chicago, 111., use two different names in 
their advertisement; one at top and the other at bottom. 
This is entirely unnecessary in advertisements of this size. This advertisement is a 
good one because it advertises but one rug; one at $1.95. The description is meager. 
It is a one-day bargain, and no doubt brought many customers to the carpet depart- 
ment. 

Tull & Gibbs, Portland, Ore., gives us the best advertisement of rugs reproduced 
in this chapter. It is a clean-cut advertisement, getting down to business with little pre- 
liminary talk. The introduction states a fact in as few words as possible and is all the 
stronger for that. Sometimes a long "cock and bull" story is introduced into the intro- 
duction, spoiling the advertisement entirely. Note that these rugs are described in 
quality, design or pattern, color, size and former price. Is this not an improvement over 
mere figures.? 

Take the advertisement of N. Snellenburg & Co., Philadelphia, Pa., and see how 

little one can really learn from it. Noth- 



S»l«ct Year Cir|i«U b; Am. 31sl. 



r Pficw, Ewy PiymgaH- 



^ This Oriental Rug Sale Justified 

By the Greatest Buying We Have Ever Known. 



^ 



to attempt an 




magnificent stock of the finest Rugs and 



THIRD TO ACTUALLY HALF 
UNDER REGULAR. 



414 Carabajhs, $8.50 



They svertge 
$18 and ill 'shijv"ns, 



$15 Anatolian Mats, $7.50. 

lilky p.ero5 wiih lone, thicl nap and 

:olorm|j» centrally mellowed by age. 

$26 GuendjM. $16.50. 

iveragmg 3i.6» feet. Man, of them 

^ wTkazaks at $23.75. 
$16.50 Kaiakies. $10.50. 






"sT 






ing but names and prices are given. As 
a rule this is about as effectual in drawing 
trade as blank space. In this case it is 



Oriental Rugs/ 
Save TKird to Half. 

/MAGINE BUYING A MAGNIFICENT S250 ORIENTAL CARPET for SI25 I 
Imaginegetting Anatolian Silk RuRS for $26.50 or the KirmanShahsthatari; 
the finest wool Rugs, next in fact to Persian silk Rugs, for $55.50 ! 
I3 it any wonder that even in mid-.Iune we are doing the greatest Oriental 
Rug business in the history of the Store? It is „ , . 

The Greatest Rug Sale Ever Held in Brooklyn 

—the finest stock ever offered under price— and the lowest prices ever fixed on 
such Rugs. L o 1 u f 

A fine and famous old New York liousc is retiring/ from the Rug branch ot 
its business and we have been asked to take the stock. We can never hope to 
duplicate such values again. The Caroets alone make such a fhowing as has 
never before been .seen in Brooklyn even for regular prices. There are 

$100 to $265 Oriental Carpets at $50 to $132.50. 

Here is just a price hint of the smaller Rugs: 

$14 Carah,ighs, $8.50. I $36 Kazaks at $23.75. 

$15 and $19.50 Beloochistans. $9.75 and $40 to $65 Anatolian Silk Rujs at $26.50 

$12 75 to M2.50. 

$18 and $21 Shirvans, jll.95 and $13.95. $80 to $135 Kirmanshahr at J55.50 to 
J16.50 Kazakjes. $10.50. I $S5.50. 

$15 Anatolian M.its. $7.50 $65 and $85 Senna Rugs if $42.50 and 

$26 Guendjes, $16.50 I $48.50- ' 



268 



HOW TO ADVERTISE A RETAIL STORE 




New Carpets 



Now ft^iiig C4iV*U auU I 



not so bad as that, for the backing of a large store 
and its reputation for bargains gives it an added 
value that the smaller stores could not expect in 
their advertising. This is a portion only of a 
full-page advertisement. 

A. V. Manning's Sons, Trenton, N. J., adver- 
tise straw mattings in the advertisement here 
reproduced. The prices given may be attractive, 
the typographical arrangement pleasing from an 
artistic standpoint, but the advertisement is 
spoiled by the introduction of a cut in the cen- 
ter. It has necessitated the dividing of the 
offerings and scattering them all over the adver- 
tisement. 

This advertisement originally occupied six 
inches four columns. If it had occupied twelve 
inches double column the arrangement could have 
been made quite as attractive and the offerings 
collected together. The side heading could have 
been combined with the heading, making them 
read, "Clearance Sale of Straw Mattings." The 
introduction placed below this and the illustration below that. Then the four offerings 
or items could have been given in four boxes or in four double column paragraphs 
or in four single column paragraphs with a dividing rule between. The name and address 
following this would make a good readable advertisement. 

An advertisement must be made readable if it is to be effective. Art is all right for 

art's sake and in art's place, but by all means make 
an advertisement easy to read. Don't send a read- 
er's eyes all over an advertisement looking for what 
is offered. 

We reproduce the A. M. Souter & Co., Ham- 
ilton, Ont., advertisement merely for the idea it 
contains. Openings of rugs and carpets can be made 
profitable. 

The great advertising periods for the carpet 
and rug business is in the spring and fall when 
house cleaning is about to commence, and during the 
time house cleaning continues. It does not neces- 



InVitation 



.A. M. Souter ^ Co., 

Cor. King and Park Streets 




Great Carpet Bargains 



$/.24 



$1.15 
$1.19 

si.oo 

BSo 
79c 



BigelowAaminster Csrpets. regularly )f.75 a yard, at . 

The b.-»l itrtilt. The n«nn» 'DliroloW In nr.,.,, fn i!., l.i, 1, :••> 

Smith's Sivonnerie Carpels, regularif $1.50 a yard, at . 

Smith's, Stinson's or Sanford's HAO Wilton Carpels, yd 

.Whitlall's il.55 5-frame Body Brussels Carpet, yard . 

^miiKs [xira Axminster Carpets, reg. $1.2!i a yard al . 

Smithes Wool Velvet Carpets, regularly $1.15 a yard, at 

Stipsoa't 9nd Roxbury Brussels Carpets, regularly $1.00 yd. B2Vi,c 

Smith's, Sanlord's and Hartford's 90c ttnwire Brussels 

Carpets, yard 69o 

Dumlap's Olenwood Velvet Carpets, regularly 95c a yard, al 6So 
Smith's, Sanford's and Hartford's Tapestry Brusseh Carpels. 

regularif JOc a yard, al 52V2O 

Dunlafjs Oleiswood Tapestry Brussels, regular 55f a yard, at A2ViO 
Oilman's yply Ingrain Carpets, pure wool, reg. $1.00 yard, at 69c 
Dowan's Extra Super Wool Ingrain Carpets, reg. SOc yard, al 59c 
Daman's Un'ton Ingrain Carpets, regularly 60c a yard, at 39c 

Doerr's Peerless Brusselelle Carpets, reg. 45r a yard, al . jy/jc 
Homespun Rag Carpets (new rags), regularly itOc a yard, at 25c 
50e Ingrain Stair Ctrpets, 22"- ins. wide, reversible, yard 21c 



[ N. SNELLENBURG & CO. N. SNLLLENBURG & CoH 



CIGARS AND TOBACCO 



269 



STRAW MATTINGS 



Our er 

Tweoty-fiv. 



Special, S8.00 Roll of 40 Yards 



50 Matting 

Rugs 

3. ft^ ft. 3 

Special 
60c. 



sarily follow that advertising 
should be confined to those 
two seasons, for it should be 
continuous. Special bargains 
should be offered from time 
to time. Special inducements 
for purchasing "out of sea- 
son" as it were. 

A careful circular letter 
system can be made to bring 
results. Personal solicitation 
of those about to be married, 
or those who come to the 
city, or those who contem- 
plate moving will result in 
many orders and can be un- 
dertaken by a salesman who might otherwise find time hanging heavily on his hands. 
There are many ways of securing live lists of prospects from the proprietors of moving 
vans, the classified to rent columns, and numerous other places. 




1.000 Yards 

Grass 

Matting 

Value 50c. 

Special 

39c. Yard 



HODGE'S FIBER CARPET 

Cool, clean, sanitary — 500 yards, regular price 40c. and 50c. yard, . 

Special. 3dc. Yard 

A. V. MANNING'S SONS 

20 and 22 South Broad Street 



CHAPTER XLI 



CIGARS AND TOBACCO 



THE cigar dealer as a general rule does little newspaper advertising. In many 
cases he considers it unnecessary because the manufacturer does some advertis- 
ing for his benefit. 

Of course this is not always so, for there are some cigar stores more progressive than 
others which go out after trade while their competitors are content to sit down at their 
counters and wait for trade to come to them. 

The cigar dealer cannot afford to use very large spaces, but he can usually make small 
spaces pay good returns. A two inch advertisement, changed often, used to exploit one 
cigar or one brand of tobacco at a time will pay largely. 

Cigars can be advertised for their mildness, purity, aroma, taste etc., and the price 
can be used as the lever to bring trade when they are sold at 
prices lower than usual. 

Illustrations can usually be used to good advantage. 
An illustration of a cigar itself is of little value besides in- 
dicating that the advertisement is one dealing with cigars, 
and the headline should clearly do that. 

Illustrations prepared especially for each advertise- 
ment and showing distinctly the pleasure man takes 
from a comfortable smoke are worth the money spent 
upon them. 

The illustrations used in advertising the "Magnificos" 
and the product of the Waldorf-Astoria Segar Company 
are good. There is just a little too much gingerbread 

surrounding the text of the latter advertisement to make it perfect. The Peter Schuy- 
ler illustration in black and white will attract attention wherever it appears. It is 
used effectively to stamp the name of the cigar and the price upon the reader's mind. 
The text is full of good suggestions, remarkable as much for what it does not say as 
for what it does. 




"f"""" '; ^....» 




5c 

SMOKE 

Ever Offeree'. 



Oiiift 

,MA>fUFACTORED' BY THB 

SCHRADER'S QGIR CO 

ISiiJUo^ Jofin Strnt, MamUt'on. 




Et&S IT EVISR OAWMED 
CFOK yOUT 

that you are paying tob niucli for 
your cigars? ' That Ebme ' 
cents are rea,ily not a wh 
than the Bachelor at Ave. Unless 
sou Have money to throjv away 
lid be a good plan 



Jno. E. Tyler & Co. 

Grand Opera Mouse. 




that he am afford to- pay 10 cents 
for a flvc-cent cigar of equal Qual- 
ity. The world and the echo an- 
swer: "No," buy a Bachelor flver 
and eet a ten cent quality. 

!. the Bachelor beats all 



for 






TYLER (^ Co 

Grand Opera House. 



(S^^.S!E^E!83l9baS 



tbetsqvjil the best 
excel the rest 44^ 



Seal of Minneapolis lOe Cigar 



ALL UmON MAM 



J, W, Pnuly, Maker 

117-319-321 Plrmcutb Jrenue 
MlifHEAPOLIS 4 MlNkESOTA 



4 LargUsi Vnlon Ctgar Factorr West of Chteago * 





SMOKE 

There !s all kindr of amoke In LM> 
Ington and there Is some that Is v«ry 
objectionable, but that Is not th« 
smoke for any of our good 

CIGARS 

There is no one that carries a bettw 
line of cigars than we do and can 
please tlie hard to please. 

IMPORTED AND DOMESTIC. 

BOX TRADE A SPECIALTY. 



SMlTH-IVIcKENNEY COMPANY 



^* 



CIGARSS The White Star. 



resl good smoke 
hsye 

Pharaoh, Lord Tennyson, 
El Padre, Peg Top, 
Tommy Aitkins, 
Shamrock. Cable, Pebble, 
etc. 

Jas. Kelly & Co. 



Our new five cent cig&.r. c&nnot be equaled It 
has mark .of perfection in looks and ma^keup. and 
in quality there is nothing better. On saJe 
^ everywhere. 

hs Fitzpatrick & Draper. M'frs. 



BightnnderToiirNosi) 


It w 


lienor 


CIGAU 


IS PRIME vXLTTE 
rO)i THB MONEY. 

ALDRIDGE BROS. 

Manufacturers. 



Royal Sport 

A cigar. for tlie siiioker 
who requir<3 the spicy 
richness of the pure ha,-. 
Vaualeaf. Hand made 
,by stilled 
\vdrkpien. 
The- full 
y^lu? is 
in the 
e I g' <i.t. 
No 
prizes 
go \yith 
It. No 
band? 
to 
save. 




smoke 
at IOC 

wtth- a 
ifaucl^- 
higher- 
Valu^ 
Vhen 
compared, 
with Jtlje 
kind with. 
the bands 
to save, 

Each Cl*ap In a Paper Coven 

If jeut dcslor does BOt keep tbem. 

Tte Sherbrooke Cigar Co., Ud, 

Sh^rbrooke, fjitc. 



i^^m 




HdFFMANETTES, 
COMMANDER. 
LORD DOVER. 
EDWIN FORREST, 
GRUMBLER. 
JAMES G. BLAINB. 
TOM HOOD; 
BILL DUGAN. 
All at $1.50 per box Of Sd 

Joseph Graziano, 

ThS Cut Prjea Cigar Man. 
U« Peim ^ 'Phone tlO-O. 



272 HOW TO ADVERTISE A RETAIL STORE 

The advertisement of the Irving cigar is of interest because of its timehness. The 
text is very weak. The illustration or cartoon appeared at a time when such things 
were appearing in all the papers — at election time. A little less detail in the illustration 
and a little more sense in the text would have made it a much stronger advertisement. 

The advertisement of the "Pippins" cigar is commonplace. It makes just the same 
claims as all other advertisers of cigars and in just the same way. This space could 
have been used to much better advantage. 

The advertisement of the "F. & D. Perfecto" is another of the kind that are com- 
mon. Such facts as are given could better be omitted and something more definite about 
the cigars mentioned to better advantage. The illustration and headline correspond, 
but neither are very good. The one looks as if a man was trying to cut off his nose and 
the other reminds one of the stable or some other unsavory place. 

The advertisements of the "Owl Cigars" are interesting, not alone from the fact that 
the illustration will rivet the attention of the reader, but because some one point about 
the Owl cigar is brought forth and allowed to soak in, as it were. Each day a new argu- 
ment is used. This style of advertising is likely to prove far more effective than the 
general publicity given to cigars in the manner shown by the advertisements repro- 
duced above. 

The Temptation ten cent cigar advertisement is not as good as it might be, but it 
is tastily arranged. "A cigar of quality. Always good" means practically nothing 
when it is seen in advertising hundreds of different brands of cigars. 

The Murad cigarette advertisement is good because it tells us something about ciga- 
rettes; how the tobacco is grown and blended; why they are good. 

The advertisements of the "Kilties Cigar," "Little Sailor," "108" "The White 
Star," the three brands offered by J. W. Pauly, and the numerous brands offered by 
Jas. Kelly & Co., while specimens of well displayed advertisements, can do little more 
than bring the name of the cigars before the smoking public. 

The Tyler & Co., advertisements are embellished by silly illustrations that a few 
years ago might have been considered funny, but which are now considered foolish. 

The advertisement of the "Royal Sport" contains more food for thought than the 
rest of the advertisements reproduced on the same page. 

The Smith-McKenney Company make a mistake by not advertising some particular 
brand of cigar. Their advertisement looks good, but it is so shallow no one would be 
influenced by it. 

Cigars at cut prices are offered by Joseph Graziano and is a perfect advertisement of 
its kind. There is no wasted words leading up to the subject. Just a plain statement of 
facts. It should pull trade every time it appears. 

During the past few years a large trade in cigars has been done by mail-order firms. 
Such a business requires a large capital to be spent in advertising before any returns can 
be expected. In a department on Mail Order Advertising will be found hints for mail 
order exploitation suitable for use by the mail order cigar manufacturer. 



CHAPTER XLII 

MEN'S AND BOYS' CLOTHING 



READY-TO-WEAR clothing is as surely taking the place of custom tailored cloth- 
ing as the ready-to-wear shoe has usurped the place of the custom-made article. 
Good advertising has had its share in bringing about the latter and will as surely 
help to bring about the former. 

Clothing is a necessity. Climate and the law renders it impossible for man to get 
along without clothing. Good advertising is doing much toward making it imperative 



MENS' AND BOYS' CLOTHING 



27. 



mm 

BROTHERS 

ESrvBllSHEP NEAPiy KAif 4 CtNTlW 




-proor 



that man's nakedness shall not only be covered, but that it shall be covered according 

to good taste. In the years long gone, any article of clothing that would cling to the 

body was satisfactory. In that day a father weighing two hundred pounds could pass 

his suit along to the son weighing a hundred. Not so to-day. The son must have the 

newest and nattiest clothing obtainable while the father follows pretty closely the pace 

set by his offspring. 

The profits in clothing are sufiicient to 

make energetic and progressive merchants 

good advertisers. The larger the output the 

larger the profits. Double the sales at a third 

less profits has been the keynote of one 

firm's advertising and they are doing the 

business. 

The clothing business is easily divided 

into two classes. The one caters exclusively 

to the better class of trade while the other goes 

after the masses. There are a large number 

of firms, of course, that steer a midway course 

and grasp a slice from each of the others. 
Among those who cater to the highest 

class of trade, Brokaw Brothers, New York, 

are among the leaders. They employ a dis- 
tinctive style of advertising, using small spaces 

and advertising some new feature every day. We 
reproduce two examples of their advertising. These 
advertisements are cleverly written, and while usually 
of a general nature, expressive of the high quality 
maintained by the store, feature one class or article 
at a time, such as, raincoats, youths' suits, overcoats, 
men's suits, etc. 

Wm. Vogel & Son, New York, also cater to a good 
class of trade. Their advertising is usually of the 
descriptive and instructive class. The illustration in the 
advertisement reproduced is good. The arrow points 
to the kind of shoulder then in the height of style. 
Hackett, Carhart & Co., also of 

New York, use a distinctive style of ^ ' *~~ 



DAI NY day; 
plenty coroino 
you liaven r i R 
co)t tK)'; 

better owo a' Brokaw 
Its inside i» always 
dry and its outside al- 
ways shipely You 
may^wear i« anywhere 
la any weather [t li du- 
tiD^'jiihed by a dfCnified cut 
ID keeping with the besf taste 
Prices $20 to $33 



4ST0P PIVC€ \\r rniTlIM \VTM'E 



CHEVIOT 
unfiimited ciotii.pos- 
"essing distinct iutli- 
nduality There u ao 
limit to Its versatility of 
pattern, oor its colonag. 
?tict includes blaeks. 
olues, grays and fancy 
sKadtngs, 

This fabric possesses the 
mque advantage of rarely 
rowing shiny. 

We are showvog it m til ib 
ttractjve iranety of color and 
'»■»«. many patterns hemj ex- 
Jusive: at $16 to $35 for Sack 
Suits. $20 to $38 for WJtind 
Suiti. 
Sobwar Stddon lir>l at »«r door. 



ASTOR PL ACE AND FOUtrHAVENUE- 



Right, Manly Paddocks. 




Our Paddodu don't run to llul* trait- 
nest" 10 iujgesdve o( the geaia iO. 

They follow ihe curra of • Ou's 
iippei body, of coune, but ihej di«'l 
make jroo forget that there's a good, loliil 
oanlj body onda the coat 




Ai (25 ID $30 P«Mocb («liioiic<l wit, , 



yog a»y choott tiom tU ihe better gnd« ol (atmca, 

WM. VOGEL & SON, 

Broadway, Houtoa St. 







advertisement. In this case the dis- 
tinction is brought about by the bor- 
der, which is very attractive. The 
high-grade idea is attractively pre- 
sented in this advertisement. 

Browning, King& Co., have stores 
in several large cities and sell their 
own make of clothing. They use as a 
feature of all their advertisements an 
illustration of Beau Brummell in some 
characteristic pose. This has become 
recognized now as a trade mark of 
these advertisements as much so as 
the trade mark shown in the advertise- 
ment. This advertisement features 

light weight clothing, which is in itself an innovation of late years in the clothing trade. 
The linen duster and the seersucker coat of a few years ago were the forerunners of the 
handsomely tailored two-piece suit of to-day. 



$15, $18 & $20 WinW Sji ts & Overcoats 

ff! Style and good tailoring a e piramount is i -s 
al here. We hold tlicm as important as the quiiity 
of the cloth kself. And it doesn't make a bit o( 
diference whether it's one of our $13 siuls or ovc 
coats or one double that prx; — style and good 
tailoring characterize one and a!|. These are specific 
advantages ol Hackett, Girhart clothes for men 
Jir II it's an overcoat if is cut and shaped correctly 
J) in every little detail — if it's a suit, the coat, the 
waistcoat, the trousers are all m accord with the 
latest turn of fasbion^ 

Three Broadway Stores: 

At 13th St., At Canal St., or. Chambers St. 




274 



HOW TO ADVERTISE A RETAIL STORE 



.^. 



For Frfday and Saturday 

Easily the Clothing Event of the Season 

Men's Blue and BlackSuits 

Single or Double Breasted; some are Silk Lined 

Always $1^, Sjo'ami SJ5, Choice 




19. 



so 



HHE way we manufacture Is an.opei 
formula— exacting tailoring, clever 
deiigning, fast colors, solid linings and all 
wool. The Black and blue Suits offered 
to-day are the best we make— at good as 
the'best In the business make— and ex- 
traordinary value at $19.50. 

And 
Men's Knglish Walking Suits, Ideal for' 
morning or afternoon wear; together.with 



slways $25 to $35, same price, $19.50. 

Bring the Boys With You 

Two Big Bargaim for Big and Lillte Fellnos 

Youths' Suits Knee Suits 

Voluis up 10 SIS Vahts up 10 SB \ 

Slnjle or Double Bressted Boys' 8-doll«r Knee .Paptt ] 

.jtylef.«llwool.»ollillyniKle S"!'' •< »<'0 ouiht to ' 

1a . «i-. ...„r<....,t -•'"='' '"thers and mothers 

,nd . «lne ..sortment ol ^^^^ ,^ , j,,,^ ^^^^^^ ^^ 

nobby patternj, ,- „ Ssturdty: sliei 7 to 

ilieeMt - 



$P 7S;S«t 



Weather Changes. 

Whether it's r^ln or shine to-day, 
there's no time in the year when a Rain 
Coat is not in season 

It"« a Top Coat if the sun is out and 
takei the uoabxella's place if it raii^is. 

We ve a firU assortment— $15 to'$35. 



"Prtparedntst for mm or thine " sjlit Saati BrumMtn 
propt'^ticolty *'wU be ochteved when <j re n coit is itwentet 




Broadway 
at 32d Street 



Fulton Str«c« •! 




Cooper Square 
< at 5tb Street 



Smith, Gray & Co., 



niuoN $1. AT f uTsuiB AV.. buoadwav at- BEDroUD I 



^^M 



BEST MADE 
CLOIfflNG 

In Seheneetady 



Smith, Gray & Co., meet the 
popular price clothiers half way in 
their advertising. They offer "spec- 
ials" and by featuring them in their advertising draw many to 
their stores who might not be interested in the style of advertising 
done by Brokaw Brothers and Hackett, Carhart & Co. In the 
advertisement reproduced there are three specials 
offered for Friday and Saturday only. 

This advertisement is a fine specimen of an 
all type advertisement. White space is used ju- 
diciously, making the advertisement stand out well. 
The light rule border holds it together forming a 
complete advertisement. 

P. B. Kearney, Schenectady, N. Y., advertises 
overcoats at $10 worth $12. The illustration is 
the best part of this advertisement. 
The introduction is loosely con- 
structed and there are too many 
headlines. If he had come out 
strongly in a headline saying 



Best $15 Suits 

WHEN you pay $15 for 
Schwab's "set price" 
Special Suics, you se- 
cure a garment vastly superior 
|tq the majority of suits at thai 
brice. Some dealers may give 
you values as good, but we 
doubt It — we have every reason 
to doubt it. We know wh.nt 
Woflcmanship and what quality 
wc put into these Earmcnts; 
that is why wc set the reta.I 
price. Take no chances; if you 
want the best $15 Suits, the 

l^j^^p^-;^ $12 OVERCOATS FOR $10 

»mg Schwab's $15 Special Suits 

tor Men and Voung Men. . i i i i i 

Good clothing dealers every- it wouM liavc had morc meaumg to 

*vhere sell them — look for this i i i it 

Shield. readers than the one word over- 

"/f's on the Sleeve" , jj 

M. C. Swift & Son, New Bed- 
ford, Mass., advertise overcoats 
made to order. This is another 
feature of the clothing business 
that is coming more to the fore. 
That is the amalgamation of the 
ready-to-wear and the custom- 
made clothing business. It is only 
natural that these two lines should 
now be run together. Formerly, 
when ready-to-wear clothing was made in any shape and style the 
two were enemies. To-day there is no reason why the man with a 
normal figure should not step into a store and pick out his suit, try it 
on to see how it becomes him, pay for it and carry it away with him. 






Schwab Clothing Co. 

Miket» of Men's »nd Boys' Clothing 
OegU 101 • ST LOUIS. MO, 



l( Is an undisputed fact that 
ilhc Busy Clolhier's tailoring 
depatlmenl has a wide rcpu 
kanon js being the largest ii 
|lhe city, (n conneclion wilt 
a clothing sioie: the most 
'painstaking tailors being 
ployed, 

I Handsome fall and wi 
|Suilmgs and overcoatings 
now on the counters. 
. There are a numbei of 
changes in the fashion plates 
for this fall. Come In am 
fee them. 

M. C. Swifl & Son, 
_J57-159 Union Si 



Overcoats ? 



They're 
Worth It too 



$W.00cach 



See them 
today 

OluJu, bluei^ grrj*, osfaFiliL 
tierrhifiioDMt Mu ur full 

p.^'kearnev 

CbtUor mK* FarBl>lu>T 
to Um rraf I« 

fK»--5tikt« «iroet— }05| 



MENS' AND BOYS' CLOTHING 



275 




The Most Practical 
Summer Suit intheWorld 

That Is the verdict of .the hLPdrcds of men who 

Ser^r"'"'A~!l3:S^T"^''siiits. 

A Triple Achievenient. A Health Preserver 



EXTUPE wlih- 






A FewWords of Caution. 




Top Coals wlKM 



PERFtCT HAND-TAILORED SERGE 
SUIT IN AMERICA AT ANY PRICE 

Sole Distributors for 

w York. 



The man who cannot do this must of necessity patronize the merchant tailor. Why 
then should they not be under the same roof. 

Swift & Son might have stated what the new materials for fall were and also told 
something about the prices. This "New fall goods have arrived "kind of advertis- 
ing is not sufficiently strong to make a lasting impres- 
sion upon any man. 

The one-price specialty clothier has arrived. We 
have him in the merchant tailors' ranks as well as in the 
ready-to-wear class. There is good reasons enough why 
this should be so. The one price idea has been accepted 
by hatters and shoe merchants, why not in other lines .^ 
The advertisement of the Schwab Clothing Co., St. 
Louis, Mo., is a direct appeal by the manufacturer to 
the consumer. This is a form of general advertising 
that has in the last few years been used by manufac- 
turers in many lines and found successful. Dealers 
handling these lines of clothing get the benefit of all the 
advertising in all the papers and magazines, included in 
the advertising campaign, that comes into his locality. 

The children's department of the clothing store is 
often neglected by the smaller merchants. They have 
failed utterly to realize the great value children's trade 
is to a store. It brings the parents to the store. The 
boy when small becomes accustomed to going to the 
store and usually keeps in close touch with it for many 
years. In one of Simon Long's Sons' advertisements 
of school suits the firm says: 

"The store that sold your father his first school suit." We reproduce one of this 
firm's advertisements of school suits. It is a good example of display. Illustrations 

are good. The offerings are bunched 
well together and the prices promi- 
nently displayed. 

0"Ur Children's Dept. ^^^ Hope, New York City, is a hope- 

is Ready to Greet Mothers «nd their ScHooIBoxs for ^^^ less case. He will persist in squeze- 

S C H O O L S vJ I 1 S ll'B ing all the words he can into his 

advertising space. The advertise- 
ment here reproduced looks as if 
the words had been pressed down 
very carefully so that they would all 
fit in. The same amount of infor- 
mation could easily have been con- 
veyed to the reader in half the num- 
ber of words. If this had been done 
it is altogether probable that double 
the number of men would have read 
the advertisement. 

The illustration is not a good one 
and the name-plate could be much 
improved. 

One feature of clothing advertis- 
ing very noticeable in the larger 
cities is the large size of some of the 
illustrations. This is only a fad and will not continue because it is too expensive. 
Illustrations are all right and should be used lavishly, but when two-thirds of a 
page is given up to an illustration and the balanre to mere commonplace statements 




An unlimited variety of pretty little Suits. in^Russian, Eton 
and Sailor styles, and a large comprehensive selection of Double- 
breasted and Norfolk Suits, ranging in prices from $2 to $5. 

Our $3 00 Wear-resisters Double-breasted School Suits (or 




rough and tumble boys a 


re the best wearir 


g ever offered. 


^.d^jf^^i"^:^x:i^^ 


,5's'lX'i^"'&^^"« 


r£:H""'^"''"'''"^""^''™"'" 


O,ild..o'. School S:,»„*«b.,te«.l.. 


ftm. 


P„,„ L,„„ 5,,.., Su,u. R...™ S.„. 


$2.00 


&k 


"""$4.00 


$2.00 


^9^ 


j^iK^^'r."t"t: 


..s^.„.^.,. 


^r 


$5.00 


$3.00 


11 


$5.00 




H H 


Al..gt«lrc.,ono( Ycnc Men. Un, 


n?bix;;'do'"bi?"wi"/?rt'*>"oriSii 


M m 


..■g1,„ddo,,bl,brc.,.rf„,k..l ' 


$4.00 


-■| 


$5 to $10 


Simon ] 


Lonj 


^s Sons 



276 



HOW TO ADVERTISE A RETAIL STORE 



SS-OO--'"'*"^®-^*"" 



that a firm sells overcoats and suits at $10 to $35 it is time to cry a halt. The tendency 
even now is toward a more rational use of cuts. 

Brill Brothers, New York City, use a small black and white cut most effectively in the 
advertisement here reproduced. By allowing plenty of white space below it the cut 
becomes much more prominent than if it had been surrounded with type. 

This advertisement of a " sale " is a little out of the ordinary. As a usual thing adver- 
tisers think it necessary to "spread" themselves when advertising a sale, but it is not 
always good policy as this advertisement 
clearly proves. They say: 

"If you buy now for next winter 
you have not only the twenty-five to 
forty per cent, off our regular prices, 
but also the twenty per cent, advance 
you will have to pay next winter be- 
cause of increasing cost of wool and 
labor." 

This point is well taken, but it is 
hardly one that will be believed by most 
people. It is a stock inducement held out 
by salesmen when there is any inclination 
toward a rising market. 



SEMI-ANNU AL CLOTHIN G JALE 

hnify St;il >Dii pick put 

ri-; o\ 



ill ro;ir3m1 faJdc.-k ciils, Itv :<; M 
roLilJ ;tll ititl Winl^ 31 a<lvjn«,1 prh- 



:;ft1 ; 



Th/ S'JII S r 
in.l clJifr tM-to-nA f.itrk-s. bul Ih: Wor.'nis— 
'lio'^ ffinl.fmirticj. !:n[;c woolkns that ai> f]rj 10 
rind. Ill oiiKf Mo'rfi cvtfn >t rt'jjular (Vice* 

If ynii hiv new lof ii«i Winur you have jir- 
"nil 11-:. 35 In 4o» off our rtcuhr'fiWiA bul al'o 
:l« irn 3.iv.imc yo,, will hjv loVy nt<i Wimci 
iwiuic 111 llif iiicn;a>ir; co!( o(-wooland work . 
BlS;50l|i»l5 SvUfaand , 
Orercoats, 99i 



, I^Adott, Juui^txy Boicoil 



Suits and Ov^r 

• 25 A S2a Fancy « 1 T 
Suits and Overcoats, «P 1 / 

$2S <& 930 Fancx « 1 O 

Suits and Ovarcoats. •]> I 7 

• 39 Fancr d>n 1 
Suits and Overcoats, V^ 1 



GET THE. HABIT. CO TO 

UMQN SQUAffE. 270 Rn*4way. 




Fancv Vests 

Beginning Jin. 3d and Continue Balance of Month. 

cio°TRoijsKr<i r 

id toll. 




Schenectady Storei 



The two advertisements here reproduced of the Scotch Woolen Mills Co., are a type 
of the special sale advertising done by a number of similar concerns throughout the 
country. They never reduce prices, but always offer some extra inducement such as a 
suit case, a pair of trousers or a fancy vest, or a pair of shoes. This is perhaps just as 
effective as knocking a goodly sum from the regular price and will not produce a tendency 
toward lower prices at ordinary times. This style of advertising might be adopted by 
clothiers selling ready-to-wear clothing in the dull season instead of slaughtering prices 
right and left. 

A large number of credit clothing stores are springing up in the larger cities. These 
installment houses will continue to branch out until every branch of retail trade is included. 



WOMEN'S CLOTHING 



277 



That they fill a "long felt want" cannot be doubted. These stores cater to the working 
classes and to a certain extent to the less careful among the professions. 

We reproduce two advertisements of this class of stores. That of Menter & Rosen- 
bloom Co., Columbus, Ohio, is very well displayed. The prices quoted are certainly 
low enough to be attractive to those working for small wages. 



The business of this store has grown lo its present larje volume, be. 
cause it has ever been the peoples' 

The^waje earners ot uie city have cotne to know us as friends. They 
liberal ; thai our prices are lowest 
nd thai la case of tnlstoriiine either from illness or lack of employment this 
ha» llwsys been and will always be a friend t 
Come and get your Winter Cloihing 
now-Your credit la good— We will 
gladly " 




Silk Waists Ladies' Suits 

Men's Overcoats at $7 up 

Men's Suits at $7 op 

Boys' Suits at $2 up 

Men's Hatsjl to $3 

Menter & Rosenbloom Co. 

33-35 West High St. 





IT IS TIME FOR FAU CLOTHES 



New Styles are Coming 


«F* S TOPCOATS lo'cJw',.°°^.d'l'",*,' SIO .0 S2» 

YOIR CREDIT IS ALWAYS GOOD 



UMAU 



Cloihing Those ' 



I Charge Account T*day 



CS^ii7i)^^Ui^ti/nje- 



Address Here 




Askin & Marine operate a number of stores throughout New York State, and the 
advertisement reproduced is for use by all of them. This is a very creditable piece of 
work. The harvest field scenery might better have been omitted and clothing illustra- 
tions used. The argument in favor of credit is rather hard to believe, but may be true 
for all that. 



CHAPTER XLIII 



WOMEN'S CLOTHING 



IF THERE is any kind of advertising that requires more attention than another it is 
the advertising of women's clothing. A close attention to details is absolutely 
necessary to make it a success. 

Women, more so than men, will read the advertising pages of the newspaper very 
carefully in an endeavor to find the most favorable offerings. In the proper seasons 
women look for the clothing offerings, compare those of the different stores and make the 
store whose offer pleases them most the starting point of their shopping. As a usual 
thing if the offering is what she conceived it to be a sale is made and her shopping is ended. 
If, on the other hand, the offering is not up to the advertising she passes on to the next 
store, and continues doing so until the garments to be purchased are found satisfactory. 

To make such advertising successful the garments must be carefully described. 
Women love to read all about dress. They will read the clothing announcements, even 
after they have made their purchases, for the purpose of comparing styles and values. 

It is almost as necessary to quote prices as it is to advertise that clothing is for sale. 
If it is possible to make the price appear a special one, or a reduced one, the effect is 



278 



HOW TO ADVERTISE A RETAIL STORE 



creater. A woman dearly loves a bargain and will chase all over the city to get it. But, 
mind you, when it is found, it must be as represented, a bargain. 

Babbitt & Co., Albany, N. Y., had a very strikingly displayed advertisement occupy- 
ing half a page in the Albany papers. This advertisement, which is reproduced on this 
page, while a handsome piece of typography is hardly calculated to sell many women's 
suits. This advertisement is written in the old stereotyped way. Note these old-time 
phrases : 

"In wearing our garments ladies can feel assured of being cleverly 
and properly dressed." 

"We give our patrons the very best garments the world produces and 
at the lowest prices." 

"We have a most complete line of ." 

"Our line of is a very choice one." 

"We also show a large assortment of ." 

"A choice line of high-grade ." 

" in great variety." 




Correct dress fot women 



J^ 



k 



BABBITT & CO. 

ALBArfYS GREATEST CLOTHIERS TO MEN. WOMEN. CHILDREN 

451-453 Broadway, ^ ^ m ^ Albanv. N. V. 



c«i 



In wearing our Karments ladies can feel assured o( being cleverly and properly dressed We give our patrons the 
very best garments the world produces and at the lowest possible prices. 

We have a most complete line of Street Costumes in Panne Velvets, ChiKon Broadcloths and (ancv mixtures in long 
and short coat effects, also fancy Etons. 

•Our line of gowns lor evehing wear is a very choice one —some in all-over lace, net, voiles, radium* and crcpe-de-chene. 
G>als and evening wraps fit lor all functions, Fur-lined Coats lor day or evening wear, also Fur Coals for 
Automobiling and driving. 

We also show a large assortment ol very smart waists, in fancy and plaiA silks, lace, Cluny and Baby Irtoh 
and all-over lace. 

A choice line of high-grad^ fur sets— Ermine,, Lynx, Mink, Persian Lamb, Beaver and Squirrel. 
Separate Skirts, Coats, Silk Petticoats and Rain Coats in great variety. 






V^jT 



The price question has been entirely ignored, but as this may be regarded as a formal 
announcement of a season's opening they might properly be omitted. However good 
this advertisement may be to look at, a reading of it will not give any woman an idea of 
what the garments mentioned are like, nor how much they co.st. 

Compare this advertisement with the opening annoimcement of Simpson Crawford 
Co., New York, N. Y. In the latter adverti.sement we have a formal invitation to attend 
an opening to be held on certain dates. Is that all? 

The strong advertising value of the Simpson Crawford Co.'s advertisement lies in 
the absence of words and the presence of pictures. Can any one look upon this advertise- 
ment and say illustrated advertisements are not stronger than all-type displays? This 
is as handsome an advertisement as can be found anywhere, and of its class about as 
effective as any. 

The illustration in Babbitt & Co.'s advertisement is good but it is merely emblematic. 
It is not a picture of a real gown. Those shown in the Simj)son Crawford Co.'s adver- 
tisement are representations of real gowns worn by real women. As such they deliver 
their message to every woman who sees them. 

While the illustration of Babbitt & Co. illustrates a tendency of dress styles toward 






WOMEN'S CLOTHING 



279 



shepherds' plaids, there is not a word about them in the advertisement, which is a 
mistake. 

By far the greater part of women's clothing advertising is carried out upon the sale 
principle. At least this is so in the larger cities. The women like to buy goods at speci- 
ally reduced prices. If she can choose between a $50 dress for $25 at one store, and a 
$25 dress for $25 at another store, both being of equal value in style, material and make, 
she will surely choose the former. Advertisers recognize this fact and often inflate prices 




for the purpose of reducing them. Each merchant must decide for himself whether to 
adopt such a questionable method or not. 

The Keely Co., Atlanta, Ga., advertise a special in white linen skirts in a sensible 
manner. They do not claim that the skirt is a $7.50 skirt for $5, as some would, but they 
make an even stronger claim than that, because it is worthy of credit. The display of this 
advertisement is all that can be asked. Every part of it is in perfect accord. 

The story is told in the introduction. The skirt is then described and the price given. 



280 



HOW TO ADVERTISE A RETAIL STORE 



But a great deal of the value lies in the headline. Upon reading the words, "Of course 
you want a white linen skirt," you can almost imagine you catch the inflection of the 
voice, it is so persuasive. Of course every woman would say "yes" to this proposition. 
There is one fault that appears in this advertisement that can be found in a large 



KEELY'S 



Of Course You Want 
a White Linen Skirt 

Every fashionable woman will want a supply of white 
linen skirts for Spring aqd Summer wear. Here's a chance 
to buy them at a very fowprice— the newest style, thoroughly 
well made iti Qyery detail, perfect fitting and altogether satis- 
factory skirts.. We've contracted for a thousand of them; 
the first hundred will be on sale tomorrow in our popular 
se ond .floor. 

This Skirt Is Warranted 
All Pure Linen and Thor- 
oughly Shrunk 

Before deciding upon this, our leading style in 
White Linen Skirts for 1906, we had samples sub- 
'mitted by a half dozen of the best New Yorii manu- 
facturers. This was, hy far, the best of the lot and 
we are sure that you won't find its equal in other 
stores at anything hke so low a price. 

It's made of an escellent grade of white linen, 
medium ~weight and thoroughly shrunk. The de- 
sign is exactly as shown in the ac- 
companying illustration — circular 
gwed, full flared and finished with 
plaited pane" '. A very styhsh and 
serviceable skirt. 

sizes ^OAjyJ Lengths 




Mail Orders wiil have our prompt 
and careful aUention bt ordering 
by mail be sure to giue sizt of waist, 
hip measure {talten 6 iiKhes belou) 
waist line) and length of s^rt 



Keely Company 



uThf ffliilmiibxrsBr^ Ci^mr^B (Qa 



A Number of Tailor //| 
and Afternoon Go'wns 
at Prices Which Have 
Been Considerably Re- 
duced, as Follows: 



ReipiUr t3B00 and M7.80 Sulu In Piniim« «nj 
TropicI wonrt.<). P«rl Ony. M-dium Gnij 
Alice Blu«. N«Ty and Blicll. reductj to 



$19.50 

>0 .nd $38 60 Elon, Bolf 

$2730 

60 ind 147.60 TnUe Suit, 
f, Alice Blue. Niv, imd I 

$32.50 



H'lmlir M3 60 lod 147.60 ToUe Sniu. tilk 
In Pesrl Or«) Alire Blue. N.v, u,d Bl.ck. fot 



Covert Jackets 



$20.00 





Begin7iing Montiay^ a Showing Extraordinary of 

'1906" Styles in White Waists 

Sitperioriiy—ihats the keynote of this event; superiority 
in value,' in style and in assortment. 




No. l-98c No.2-$2.95 No. 3-$3.9J No. 4—$ I. SO ' No. S-$2.95 

Til? Waists illustrated above are representative of the ex- 
cellence of the scores of styles ready for choosing. Make 
your selections' now. It will surely pay to do so. Early 
purchasers will save accordingly as we have.saved by pur- 
chasing early, for the recent advance in the. price of .mate- 
rials, especially for.laces and embroideries used for trimmings, 
means an advance in selling prices later in the season when 
depleted stocks are replenishedr Selection from complete 
assortments is likewise to be considered. 

No. I It 98c-W.iiii 



No. 5 It »2.9S-VVI,ii 



,cc frimmed'^.n, 



ist. cleverly designed, wil 

Mali Oriitrs for tke above XV<usts wtU receive prompt aftenhon. State bust mexsui 
ordering, AJdras, John 7 ay tor Dry Goods Cp., Dept jf, Knmas Oty, Mo. 




Corsets fitK 
cpcrta. $1 up- 



360 Beautiful Sample 

Suits $15 

Values $22.50 to $39.50 

This lot o( show room and iravelesr" sample suns comes from 

the bi^Rest and best known manufacturer in New York Citv, 

made merchandise, and the especially al. 

wanted shades, such as pearl Rraj.r.ise Alice, rc^cja, navy 
'black Prettv .worsted mixtures, haiulsoiur taflcia Mlk^ 
cw sold as high as $J0,5O. a (ew at Sjj :,n, l.ui ilic majoritjf 
worth $27 so, $29.50 and $J2 50 Your choice lot $15 

300 Swell Sample 

CovertJackets$7.50 

Values $10 to $15 



would faiige (roni $io to %v 



1 well made. | 8l,vr)o-. 
dth. regular 1 „,, „g„, 


rSjc >alue. special 5 
^^4"/' extra fine 

ca.e,, rcBular 16 
ft 6s a dorcn 

weiftht and neat pa 


26c out Belts 9c 

pay 25c l..r Special 
9C 



WOMEN'S CLOTHING 



281 



proportion of those reproduced throughout this volume. It is the lack of address- 
Strangers might read Keely's advertisement within a block of that establishment and 
entirely miss its importance to them, because they knew not where the store was situated. 
If a man or a woman has to feel his or her way around because advertisers have not 



(pt^%ana/^(fA>iz 



Store Closes at 5:30 o'clock I ^^TkotM^tpert. \ (ptf^km^iP^ 




The Gowns of Paris Are Here 

The Most Artistic Exhibitibn of a Great History 

ipODAY the great fashion event of the Spring season ig announced. Women of Paris so to Auteuil and Longehampa tr see the masterpieces of the great 
couturiers. Women of New York come to the Wanamaker Exhibition. Nowhere else in America is' ever to be seen such an assemblage of dresses 

of the premier class. 



Appropriate Opportunities 
In the New Dress Goods 

SPRIvn ind SiiiuiueT DroM Fobnc*. under 
pii.-o in tlri-furly Sprmg Tune «Dd pl«a 
iiuil opr>on>niit> ill tot^plhi-r 

JIC «IUW001 BATISTE tt ^^c , Y.rt 



c PtflNTED BATISTE at II i->e a Vvd 



WEIICeKIZED COTTON TAFFETA 



IOC LINEN SUITIiyO It lie • Vai 
SOC ALL.WOOL BATISTE at J7 i.ac 



Period? There is none; except the flnalitjr and Aillness of the art of evejy great designer of Paris, 
famous or newly arrived. Of tfourse atl the claasio perioda have been studied— color themes and beauty 
lines hare beeix inspired by old glory days, but never was genius more original, creative, self-sufflcienb 

The Lingerie Goumt are the bright and particular constellation of the exhibition. Original in thought, in 
lines, daring in the very fabric itself. Tbin^of a long coat suit, shown on the right, in the picture, made 
entire, coat and skirt, of Broderie Ajiglaite— eyelet embroidery I Yet many have called it the most stunning, 
the moat beautiful, the most cbaradteristic dress in the collection. 

There are a score o£ these exquisite lingerie Gowns, on all of which every stitch of embroi4ery and 
other decoration is done by band— marvelous work that shows how. versatile, how eomprehenstve is the 
Paris dressmaker's art Most of these lingerie drosses are from Maurice May^ri'-but a charming group 
comes from a new alar- for n{iom we prophesy great things— Fernande Bur^t' Everyone of her dresses 
speaks ambitious genius, skill, and marvelous care for details. 

The Coat Suits present another distinguished collection. Mme. Paillard, wife of the! great cloakmaker, 
promises to give new fame to the name. Her productions are pre-eminent in this superb group. 

The 1830 Dresses represent the very latest Paris thought* Our representative got the word just before 
he left Paris, and the gowns are here. , 

And right there is the key to Wanamaker pre-eminence — our representative was in Paris days and 
weeks later than any other American buyer, waiting for the appearance of the choice things that the Paris 

ssmaker always brings out after the oommercial season is over. Let the exhibition tell this to you Idr itself. 

The Broadway window gives you the first fascinating glimpse. The Second floor holds the real Exhibi- 
tion, and the Rotunda Balcony hag been requisitioned to meet the requirements of the extraordinary 



The Display of New Model 
LILLIAN CORSETS 

LILLIAN grace and beauty have never beer 
nioro tfl^iDg tbaa id this full display foi 



Experienced tillert will help you find th( 
proper medcL 

Formerly 
I— A^T. Stewart & Co. 



we exhibit today a most charming collection of Paris Lingerie Blouses— the 



p'lay 

In addition to the 
rage of the season. 

The Paris Millinery is reinforced by magnificent productions from Wanamaker workrooms which have 
been brought forward for the week's great fashion event 

Our New York friends, and all visitors to the city, are cordially invited to enjoy the great Exhibition 
of Dress. 



Men's Salts and Overcoats 

TT\OR day* tike ycatcrday. 

Black Thibet Sack Suit at IIS. It U a 
wcII-tailored anit of clothe*— made aingle or 
double-brcaated— all-wool, rtrictly. Lined with 



Dressing the Boy 

fJlHATis'i 



I fflany mother* havt 



boy by outfitting bun a 



GLOVES or Elegance 

SPBIN'GTIMB hand<ovcrin«»-the tamoa 
■Reynier" kind— tor men and women. 



RefinemenI and aerviceabili 






JOHN WANAMAKER 



Vigorous Last Days 
Of the March China Sale 

Chini. 



BRONZES. MARBLES 



's.,?.r,s. 



l<.f;"";o'm!3.lo." 



S^^ifib^ 



' CUT OLASS .TABLE NOVELTIES; 

i\SSrt''Kv.'^ffs!'iii.* »u«°Ii tl "» Vi-tJ^ 

[ndtvMual Bait *^''''*rt^^*j52'*^jac ^„yt> a 



Broadway, F ourth Avenue 
Ninth and Tenth streets — 



282 



HOW TO ADVERTISE A RETAIL STORE 



advised them where they are to be found the advertiser must expect to lose some of the 
profits from sales that might have been made. 

The Columbus Dry Goods Co., Columbus, Ohio, advertisement would look better if 
the display made there by the type matter was upside down. We have nothing to say 
against the use of the firm name at the top of a large advertisement, but in a small one 
it certainly plays "hob" with the display. If a headline is used the two are continually 




Stor» CtoCM at B O'oloek 



A Golfer for 
Summer 



To-morroW we'll offe 



Kniiird f;oir .Iftckfla in whilf. 
cnrdinal. blu?k. or navy. *il.h nev^ 
shaped 8li•l•v^n ha\mc lon^ cuffs 
»nd now lurii ovoi i-ollars. ■* /\J" 
pricod tomorrow each I MT 
only ... 'V/vf 

Kmt(.-I -nuM-r 



For iha Cvanlnga-'At, Home— 
At iho ttoaort-'At CamifOn 
the Ltiko 

Tbere s noouter-{[arineDl9made 
into which more genuiqe U9e(ul- 
ness IS crowded thaa the nobly 
golf jacktt When the cool, damp 
evenings come, and it matters not 
where you are this summer — you 
are sure to {eel them — a fine 
knitted gol(er will give you ner- 
(ect comfort 
the following latest styles 

Fmo "Norfolk; ColfeTs. in cither 
while or cardlDol. with fine kniUt-d 
l)clt and pretty poor! button-;. 
oUr moat popular stvic, '\ Mfi 
priced, tomorrow, enrh / ZlM 



• Jockels. 
lie bovi ftnd girlp. just the very be; 

per gnrmenl uecnrding to ^ize. 1 20 
JOETN L.MDLAW iB SON 



navv, carjjnur or brown, 
per-gunnents lor all chd- 
^nings, priced lo-lTJorrow 



1.35 



Navy Blue Lustres and Serges-The 
Best (or Bathing Suits 

In all the realm ol plain-colored 
materials, navy blue lustres and serges are 
the moat durable lor bathing suits Neither 
ol these materials cling to any ni.ticeable 
extent when wet. 'and. though light in 
weight they possessgreat strength and wear- 
ing qualities To-morrow we II give you a 
chance to secure the best material (or a 
bathiug suit at an small price. Like this 



ni.L'F IXSTRK tuU Minch 
imporled >-iipetj,illv (or Imlh 



did weijfhl. lo-morroK poi 

WAVV ni.l'K HKR(!E, Ul 30 inc 
«lulK de.irublf lor Imlhlni; .iiic 
'iTy modrrnl'- |*ricr ait the above 



.25 " 




rro» nt the kon.. QT 
ard only . ^^J 



JOHN LAIDLAW & SON 



Beautiful White Nightgowns 

Tastelul designs, combined with dainty lace and embroidery 
with perfect ' 3i2iBg' have been responsible lor creating the unpre- 
cedented business we have enjoyed in our white section this season 
We are proud ol the reputation we have gained in this regard- — anii 
are evei adding to proud enough ol it. that nothing we can pos 
»ibly prevent shall ever cause a lessening u( public approval Wed 
ne?day will see .several values ollered in choice styles o( liiiiJerji 
that will emphasise all we say and cause you especial delight 

I <|lll,S WHITI- MClrrriOWNS, ol f.n. CMlloiif nn.l nnlOKOol- ...,„., 
(l.ft--.n. MU.- ..I lull Mir... .om, »,lh hi.-he„l n.el,. «om.- r„i * •ml' 
-l-ior. Ol ro.md „n,l .om- V chiipe ,.11 Imwli-^l *,ll, Ine, o, ,.„,- Zj /j 



Store Closas at 6 O'clock 



20% 

Off Ail 
Embroideries 




As it appears to us, 
the real "Embroidery- , 
selling season is^neanng 
an end for this sumiCer, 
and, we have too large 
an assortment This 
means but one thing — 
a clearance. Surely 
you'll appreciate it com- 
ing as decisively as this 
for to-morrow 

All our immeitse niid jtmlly popular cpUection ol Km- \ 
brtJiderles and Insertions— containini; many Ihousnpd | 
yard*— running Irom the' dointy narrow dosici*^ for cliil-. I 
drciL*8_wear _up to the very bronil pntlcrrie, will lie offeri | 
cd ftlt ila.v lo-morr«^w with n discount off the regular I 

morked prices, ol jusl .' 

JOHN LAIDl^AW & SON 



20% 



Silk Remnants at Nearly Half-Price 

Alter a thorough "cleaning-up of our silk section, we have 
some fifty or sixty ends — the remnants of the. most popular silks 
we had in our stpck this summer. As these all run fropn 2 to 5 
yards in length — the majority nearer the larger number— the poo- 
sibilitv of getting them at nearly half vhat it would coat tb buy 
just StTmany yards a few days ago. should be very gladly accepted. 
To-morrow, any time, ask for the silk teoniants at a little over 
half-price. 



JOHN LAIDJ.AW Is SON 



Children's Pretty Summer Dresses 

Modern methods and ihachinery have 
usurped the mother s place of (atbioning her 
;; little girls' garments herself. To buy ma- 
terials now-a-days and spend hours making 
them up 13 -such an expenditure alongside 
I that of buying them ready-to-wear that no 
one wishes to make it. It Jias been our 
pride all along to keep the prettiest collec- 
tion of little dresses in the city We claim 
that distinction right now. Will yoVi come 
to-morrow and give yciur opinion ? 




=::rISr'"^''iJ5 



-,rh v.r. 
.111.1 V..' 



.1.i«i. III.- Iionti v.r> pr.llv Sv*. 
■i.-rlion nn.l tl,. in.il..-;.,! lor /) «/\„miin.-r dr..HR,-a I,., firh -| 'Jfk 



^:^^,^.5<^>>^ <;^l,^«^^>>^ 



vying with each other for prominence. In this advertisement the headline has been 
omitted. The advertisement is weak without it. 

The illustration is u.sed as the central point of attraction and the paragraph .set in 
heavy faced type is expected to hold it, if the prominently displayed prices do not. 

If the name-plate had been placed at the bottom, the illu.stration .shoved to the top, 
and a prominent headline in.serted at the top there would have been no necessity for the 
use of heavy faced type in a whole paragraph. An advertisement of this kind recpiires 
a border to hold it together. Without it it looks as if it was ready to tumble to pieces. 






COAL 



283 



Jacoby Bros. Los Angeles, Cal., give us a well-displayed advertisement, barring the 
position of the name-plate. The headline is an eye-catcher and of the kind that will 
lead to a further perusal of the advertisement. "Just for Thursday" is given prominent 
display and should impress readers with the importance of the items that follow. 

The John Taylor Dry Goods Co., of Kansas City, Mo., commit the same fault as the 
two advertisers last mentioned. They desire to give prominence to "'1906' styles in 
white waists," but fail almost in doing so on account of the heavy name-plate. Cover 
this name-plate with a piece of paper and see how prominently the headline will spring 
out from this advertisement. The balance of this advertisement is very cleverly arranged. 
The solid mass of type with the indentation at both sides gives the advertisement a com- 
pact appearance. 

The method of numbering the illustrated waists and describing them is exceedingly 
good. The use of italics is recommended. If used in moderation, as in this case, it is 
correct. 

We reproduce a page advertisement of John Wanamaker's New York store. It is an 
announcement of the opening of their Paris costumes. The advertisement writer has 
cleverly worked in special sales of different articles around the announcement proper. 
The illustration is very good, representing as it does a feature of Parisian life- — the cafe. 

The advertisements of John Laidlaw & Son, Kingston, Ont., are excellent from any 
point of view. They are attractive; they are informative. Prices are prominent and 
descriptions adequate. The illustrations harmonize with the text; the typography is 
good. At first glance these advertisements may appear crowded, but they are not. 
Women will read such advertisements as eagerly as they would a sensational novel. 



CHAPTER XLIV 



COAL 



l/V/tlj LEHIGH 
EGG $P.25 PEA $y1.00 



THE coal man wastes more space than most advertisers, not because he uses 
extra large spaces but because he does not use the small spaces he uses well. 
Coal is one of the hard things to advertise in an interesting way. Prices in 
most places are fixed by "common consent" so that price is not such an inducement 
in a coal advertisement as it is in other lines. 

The sum total of the coal man's advertising seems to be the "keeping of his name 
before the public." This is of some value, but it is not considered good advertising these 

days. 

The advertisement of The Central 
Coal & Wood Company is of this order. 
It is merely keeping the name before the 
public. In the small advertisement of 
Chalfant Bros., Philadelphia, Pa., we 
have some kind of information, even if it 
is merely the price. 

In these two small advertisements we 
have at least four points that might be 
made much more of than is done in 
either advertisement. They are, quality — "Best American hard coal" and "Finest 
quality Lehigh;" prompt delivery; guarantee of weight and price. These points em- 
phasized are of value to the coal man's advertising campaign. 

In the advertisement of J. H. Leonard, Kansas City, Mo., we have another type of 
coal advertisement. To this type belongs the advertisements of the Reading Coal Pockets, 




'6 



COAL^ 



STOVE 
NUT 

Per Ton 2240 Pounds 

A full- weight guarantee 
(worth $50.00) delivered with 
each order. 

Chalfant Bros. 

1314 North 44th St. 
Both Phones. 



284 



HOW TO ADVERTISE A RETAIL STORE 



Trenton, N. J., Rogers Coal Co., Hamilton, Ont., A. J. Bird & Co., Rockland, Me., 
Murray City Coal Co., Columbus, Ohio, and also that of the West River Coal Company, 
New Haven, Conn. This class of advertisement always carries with it some kind of an 
illustration. If one can be had showing the coal in action all the better; if that can not 
be obtained any old cut that indicates coal seems to answer. Most of these illustrations 
are worthless. Some are worth something, while at least four of the lot are pretty fair. 

The illustration showing the extent of the Kansas City coal yards of J. H. Leonard, 
though crudely drawn suggest vastness, greatness, and these suggest economy. 

The coal pockets illustration may be puzzling to most of us, but the illustration is 
explained by the text, and together they make quite a strong advertisement. 

The illustrations in Bird's and in Murray's advertisements might be used with several 
other kinds of merchandise. 

St. Bernard, Louisville, Ky. , gives us an atrocious cut. The text is good and the adver- 
tisement would be better without the illustration. 




The Murray City Coal Co. advertisements are the best of the lot, for they give reasons 
for buying, and as before stated, it is hardly worth while advertising prices when prices are 
the same in every coal yard in the city. 

It might be a good plan for a coal merchant to say unto himself . "Now there's that 
Pocahontas coal. Who should use it? Who can use it to best advantage? Very well, 
I'll tell these people all about the good qualities of this coal. I'll tell them how to use it 
to get the best results. I'll tell them when it is best to buy it. I'll tell them why it's 
policy and good business on their part to buy it from me. I'll tell them what it costs, 
etc., etc." 

Then let him sit down and write half a dozen advertisements bringing out one or two 
points in each and making them show up strong. Then he has the beginning of a good 
campaign. Let him take every other kind and class of coal he has and do the same. 
Then we would have better arid more interesting coal advertising. Circulars, blotters, 
booklets, novelties, etc., can be used as reminders and will aid in keeping the prospective 
customer in touch with the firm. 






% J 

^ Relative amount of fuel consumed to warm - 




''ri^i«'«<'KKK«'y««'j<'i«'«r,p,r,rrtr«ryvicy'ti'«<*^r«l'KK«<'««'i<'yV1 




tfOSki Pockeisi versum 
Coal Yartlw 

Wt CpaTyafil was long ago charged with selling dirty toal, p«orly 
S?rt?hed.6r NOT screened ; too much coal dust at good-coal price ; 
with bfeaking coal with sliovels; with giving less value for coal iJQllars. 

ftnd found guilty, too. 

On-tbe other hand: 'Oiif Cflal IS always dry ; always minus dust? 
Js a? .dean as if kept in your. own parlor, and we never sell dirt at coal 
jxije. We.get the dirt out by machinery, and heep it here. 

VVcfiivc tnosl for. money, in short 

^nd green' T rading Statnpt, Too. 

Reading Coat Pockets, 

303 N. Waiow St. TBiephone 1026. 




We are gelling a large stock of 

' Virginia C^OSLI 
SpKnt '^^V^*** 

r.^t^ch cannot be beaten for heating and 
and in its lasting qualilies. 



?'ritsr»b(.5tI«v«rbnrMd" "I dODl w.nl onr 



R.. C. WHITEHEAD 




Thing to Know 

*he right place to *uy good. 
■Claao coal wtlbout paying "too 
good" a price. Every customer 
ol ours who buys a sample load 
Of oiir "FIRST POOL" first qual- 
ity Pittsburg Coal gives us their 
order. IVonder .why? 

"FIRST POOL" means FIRST 
QUALITY m Piltsburg Coal. 



25 Bushels . 
100 Bushels 



JOS. 



. $3.25 
. $13.00 

WALTON & CO.- 



In Office 213 Third Sf. ^-■"Sl'"" "".-.^^ir^Dci-^^l 

Don't 'Put OH Getting Your PocahonUs. Buy Now. 



'^lirGOAl 



Wmm 



mmm 



Lowest 
Prices 



HEAD OFFICE: 

6 North James St 

YARDS : 

Cannon anfl Fer- 
guson Ave., Head 
of Victoria Ave. 

DOCKS: 

Foot of John St. 

TELEPHONES : 
14Sl.and 1482. 



THE 



ROGERS e©AL CO 



Hum the Best 




FOR SAtE BY 

A.J.BIRD&CO. 

Prices— as Low as any 

l)ody'8. Never Undersold. 



ROCKLAND. ME, 



IT'S A HOX SUBJEOT 

To talk about Just now, hut 
jour interests dematid it. 

Lay in your stock of win- 
ter coal now. Coal will cost 
mu(?li more before it costs 
less. 

If you buy nrtw, you'll get 
clean, .dry, reliable coal at a 
money-saviug price — if you 
come to us for it. 

Use POCAHONTAS in Your Furnace. 




Murray City Coal Co. 



Wheeler Building. S |.2 W. Broad. 



Clllzens Phone 1 435 



Wi^igh Every7 3peck 



WE CLAIM TO BE 

EXPERT* 
IN SELECTION 

AND PURCHASE 
OF COAL 
OUR TRADE MARK 

" KOAL" 

GUARANTEES THE 
BEST. 

W.F.GILBERT&CO 

65 Church St 



COAL. 



JOHN WORTHINCTON, 

Phong 700. 107 River it.. 




Pool of F-ullOD Slre«l. 



West River 



COAL 



Com pa m^ 

Loelsn Sanderson, President. 
Wilbur H. Razee, Managir- 

Offlce. 625 Washineton Att- 
Vnrd. No 2 Wood St. 

WEST HAVEN 

a^lfOhone.. W:i-3 an« 5007-1. 




,f)f conl roll get from tis, and jou 
will fiud it just the correct 
weisbt. We are kept quite busy 
now attending to winter orders, 
biit_ we have time to serve tou 
perfeotlv. AVe, on this side of 
the coal fence, know that it pays 
to get co.-il now. The service is 
better, the coal is cleaner, the 
prices are lower than they are in 
the winter. 



eoMB aniD order wHTtr you wish 

Pocahontas, Thacker, Hocking Goal & Goke 
Murray City Coal Co 



Wbeeler Building, 3 l-a W. Broad. 



Citizen. Phone 1439'< 



HERE'S YOUR COAL. MADAM! 




Put into your cellar with no in- 
convenience or annoyance to you. 
Bin filled np with clean, honest 
coal, all ready to last half the win- 
ter. Orders filled in summer are apt 
to be just a little bit better attended 
to — if that's 430ssible, for we are 
not quite so busy at that time. Any 
time you want an honest measure 
of iionest coal, come to us. 



Pocahontas, Thacker, Hocking Coal & Coke 

Murray City Coal Co. 



TVheeler Building, S 1-2 W. Broad. 



Clllzens Phone 1439 



St BERNARD 



Clean Coal; ma^« 



,$2,75 1 Bett Pittsburg »3.25 

$2.50 I 4th PodI Pittsburg. $3.00 
$8,251 Jellico ♦3.0O 



Main Office 3t2 West Main. Phones 932. 




|js~««< 



eOHL 

I ALL KIND§ 

I We've Got It— You Need It. 

I IT WILL BE HIGHER 



Webster-TullochCoalCo. 

106 West Sth, and ist and Quincy. Both Phones. 



i 



286 HOW TO ADVERTISE A RETAIL STORE 



CHAPTER XLV 

DEPARTMENT STORES 

WHEN we pass down the aisles of the great department stores and see the busy 
salesmen and saleswomen passing out thousands of dollars worth of mer- 
chandise to the surging, jostling crowd we are wrapt in wonder at it all. We 
ask ourselves the question, "What is the force that brought all these people into the store 
in search for these goods?" The answer is, "Advertising." 

Then we turn to the newspaper and scan the large advertisements. In the larger 
cities, pages, only pages are used, and we wonder how these advertisements can be pre- 
pared, day after day, in such a manner as not only to interest the public enough to cause 
them to read the advertisements but to force them to call at the store and buy. How are 
all these wonderful bargains procured and how are they gathered together for use at the 
proper time? This latter is the advertising man's work. He must keep the store full of 
customers; he must keep each department busy. Sales must not drop behind even 
though the heavens fall. If there is a bad showing even for a day extra efforts must be 
made to "catch up" and "pass" the standards set by previous business. 

Some advertisers find it extremely difficult to make their announcements interesting 
because they use only small space. They are of the opinion that it is an easy thing to 
prepare a page advertisement. It is if that page comes only once in a while. But when 
page after page must be prepared as day follows day, it is not so easy a task. The adver- 
tising man of a large store must be continually upon the alert to take advantage of every 
circumstance that occurs outside of the store as well as inside. He must be a person of 
profound knowledge of human nature. He must have artistic tastes and temperament. 
He must be well read in the literature of the day. He must keep posted upon values. 
He must know the ins and outs of the firm's business, aye, he must even know what is 
going on in the other stores. y \ 

A former advertising manager for /Marshal Field & Co., Chicago, Ill.,\n an article 
some years ago that appeared in The kmerican Hatter, says : / 

"Advertising is a life study. Everybody knows a Uttle about it, but tiobody knows 
all about it. Perhaps nobody ever will know all about it. To do that would require a 
knowledge broad enough to cover all the principles of human action. But many of us 
know that advertising will turn the attention of people to our business, and will thereby 
help that business. And between the knowledge of that simple fact, and the ultimate 
understanding of the why and wherefore of all things commercial, lies the scope of the 
possibilities of advertising." 

Advertising is a life study, and like any other subject will never be learned by one 
man. Every man may become expert along certain lines, but he cannot master the 
whole subject for the reason that the subject is so wide, so vast, so changeful that when 
he has learned one idea he often has to speedily unlearn it and learn another to take its 
place. 

All may learn certain fundamental principles that remain fixed, but it is the ever 
changing phases of the subject that must baffle the "would be" expert in the end. 

Here are several paragraphs from the article mentioned above. They are worthy of 
thought, coming as they do from a master mind: 



"Simplicity is theld~eal in advertising. The strongest advertisement is the one which 
tells its story, leaves the right impression, and then stops. The reader will do the rest. 
It is not necessary to go on and load his mind with incidental statements. It is the easiest 



DEPARTMENT STORES 



287 



thing in the world to write a simple advertisement — all you have to do is to find out what 
there is to say about the subject of your advertisement, and then write it down in the 
order in which the various points will best appeal to the reader. But if you undertake to 
twist the facts into a knot that you may arouse the reader's curiosity to get him to attempt 
to unravel it, you will encounter hard work, and a great deal of useless expense. After 
all, most of the Mystery of Mysteries of advertising consists in doing things which are 
considered smart by the people who invent them and foolish by the people who read 
them. A great deal of money is spent on this mysterious kind of advertising, but it is 
safe to say that half the money invested in simple statements which people can under- 
stand, would bring immensely greater returns. 

"Another point I wish to mention is that it is of great benefit if the writer of an adver- 
tisement knows what he is writing about, instead of merely drawing on his imagination, 
and clothing his subject with adjectives, and bragging about its supposed merits. 
Let him go see the thing he is to talk about, let him examine its points, and thoroughly 
understand them, and then he can write an advertisement which will interest the 
people. 

"The writer of an advertisement should digest the information he may receive about 
the subject of his sketch, and consider what points are known to the public, what points 
are commonplace, and what points stand between the public and the purchase. He will 
find very often that the points which appeal to him will be commonplace to the public 
and the points which seem commonplace to him will most strongly appeal to the public. 
So it is necessary to put yourself always in the reader's place, and write your advertise- 
ment from that standpoint. Such an advertisement is sure to win. As fundamental as 
this point seems to be it is merely the application of common sense to one of the simplest 
phases of the advertising problem. 

"There are some things which claim to be advertising, but are not. They detract 
from the reputation of the business which issues them, and do not create one atom of 
respect. The only apology that can be offered for such things is that the people who 
get them up don't know very much about advertising; in fact, they seem to have a serious 
misconception of it. These things are designed merely to attract attention, regardless of 
whether the impression they make is good or bad. But there is about as much difference 
between such attempts at advertising and real advertising as there is between notoriety 
and fame." 




The following extracts from an address delivered to the business men of Binghamton, 
N. Y., by Ralph B, Peck, advertising manager for Simpson Crawford Co., New York 
City, and formerly with Mandel Brothers, Chicago, in a similar capacity, gets down to 
everyday practical detail : 

"InJ^Fge«tor€s the. advertising manager is virtually the promoter and works with the 
merchandise man, whose business it is to regulate prices and stocks, and consequently 
they know what is best for a department. Department managers buy their goods, and 
no matter how poor the selections, they are, as it were, in love with their merchandise, but 
when it does not go and the merchandise man puts the 'give up mark' on it, it is flicn 
that the advertising man gets his work in. 

"A manager is out for profit, while the advertising man is out for volume, and con- 
sequently I make it a rule never to advertise regular goods at regular prices. AMiat I 
insist on is something new, or something at a cut price, in order to give me an opportuiiily 
to talk. "^'-^-~' ' . t , 

"For instance, / manager may come to me and say, 'I have 100 suits that have not 
sold, and I want to get rid of them. When I first received them I marked them $20.00, 
but I'll put them on sale now at $15.00 — they cost $14.25.' 

"If I would take this item right in mid-season and say, '100 suits reduced from $20.00 
to $15.00, no one would want them, so I make up what is termed the 'story' and when 
the ad comes out it would probably read : 



288 HOW TO ADVERTISE A RETAIL STORE 

'*One hundred suits bought from an eastern manufacturer at a special 
price concession. He over-estimated his orders and was glad to have us 
take them off his hands. They are the very latest styles and were made 
to sell at $20. In fact we have had the very same suits on sale at $20 right 
along, but to-day, as long as they last, they are $15." 

"Of course where the genius of the advertising man comes in is never to tell these 
'stories' the same But in doing this you must tell the truth about values. If you do 
not, people will soon learn not to believe you at all. 

"The advertising department has a corps of shoppers who go to every store regarded 
as a competitor and buy anything that is new, not contained in our stocks, or anything 
that we have on sale at a higher price. These articles are shown to the buyer and his 
prices are regulated accordingly and he keeps in touch with all the new things his com- 
petitors have. 

"Besides the corps of shoppers a 'count' is taken twice a day in all competitive stores, 
and we know how many are in each respective department of every store, and how many 
are in our store at a given hour. 

"If we should find that one of our competitors had thirty in the glove department, 
another twenty, another thirteen, and we had only six or seven, we would immediately 
find out what they were selling to have such a crowd, and would arrange our glove sales 
accordingly, besides calling the buyer up and putting the 'ginger' into him, giving him 
a line of talk to the effect, 'If so and so can sell gloves and have thirty in his department, 
there's no excuse for you having only six or seven.' 

"The advertising department knows the sales of each given day, what they were a 
year ago on a given day, and plans accordingly for each department. If a department 
had a $3,000 day a year ago, say on the 20th of February, he knows it a week or two in 
advance, and it is his business to see that that department does not go behind, and he 
sends for the manager, plans accordingly and demands something out of the ordinary 
that will enable him to surpass that record. 

"I want to say again that regular goods advertised at regular prices will never prove 
profitable. I will go further and say that I would rather take a two-hundred dollar ad 
and a hundred-dollar loss than to take a three-hundred dollar ad at any time. Give 
your patrons all you can, don't give it all to the newspapers. And when you learn the 
art of doing this you will be able to profitably buy twice the space, for there is no paper 
that will pay if you do not offer the proper merchandise in your advertisements. 

" Learn to sacrifice profit until you get your store up to a large volume of business and 
then you can do business profitably, for your discounts alone will be the source of great 
profit. That's the secret of a large concern. 

"A store doing ten million dollars a year can make eight hundred thousand dollars 
in discounts. If you sell a thing at a profit to-day, make a special of it some other day, 
and keep on until you have gone through your stocks. For when you sell something at a 
loss you are selling thousands of other articles at a profit. When I say selling at a loss, I 
don't mean below cost — never do that unless forced to. 

"Every time you write an ad put enthusiasm in it. Believe what you write and write 
what you believe. If you are not enthusiastic, depend upon it your readers will not be. 

"I always try to make it a point once a month to 'try a paper out' — find out the class 
of merchandise that brings the best results. Some papers are good for household goods 
— some for ready-to-wear apparel — some are better for men's wear — and it's the mer- 
chant's business to find this out by practical demonstration. 

"It's impossible to tell a newspaper's real worth by placing it at a disadvantage by 
running an ad unsuited to its clientele. The merchant must find out himself— you can- 
not take the newspaper's word for it because the convictions of the one who speaks for 
the newspaper may be founded upon an experience that does not fit your business. 

"No store can estimate the exact result of any one ad for any one day — true, a store 
may put an ad in the newspapers and it may fall flat — or a store may put an ad in the 



DEPARTMENT STORES 289 

newspapers and the results may even surpass expectations — still the actual results can- 
not be measured — there is to come the aftermath — and this secondary result depends to 
a great extent upon how well the merchant has satisfied those who answer the ad. 

"Before you give a newspaper an advertisement ask yourself if it's going to pay you; 
ask yourself if what you are going to say in the newspaper would appeal to you as an 
individual; ask yourself if your advertisement offers a fair and square deal; ask your- 
self if your ad carries a buying proposition that would influence you to buy providing 
you had a want in keeping with the advertisement; and if you cannot conscientiously 
answer yes to every question, I do not see how you can expect the buying public to 
answer yes. 

"To obtain results in advertising be true to yourself — be on the square with the buying 
public. 

"A busy merchant cannot see to all of this — the department manager may be over 
zealous — may value his merchandise too highly — that's only natural because he bought it. 

"The merchant must depend upon an organization. All large stores have one man 
whose duty it is to check up each item in each ad — see to it that the goods are on sale as 
represented — see that the truth about the merchandise has been told — and whenever he 
finds the ad has not been lived up to, the report is laid on the general manager's desk^ 
ready for him when he arrives in the morning, and if the general manager is of the right 
stuff, woe be unto the buyer that does not live up to his ad." 

Mr. Manly M. Gillam, said to be the originator of the "Wanamaker Style" of adver- 
tising, and for some years Wanamaker's chief advertising man, in an address before a 
convention of advertising men at St, Louis, among other things, said : 

"Exaggeration in any advertising is neither necessary nor wise. Exaggeration is 
dangerous. A bargain is for minnows, and their patronage never built a great permanent 
business. I look to see the time when misstatement in store advertising will be frowned 
upon as misstatement in the reports of a manufacturing business now is. 

"There should always be bright, snappy talk and a breezy treatment of subject, but 
the truth is the strongest presentation that can be made. Then the measure of store- 
keeping success will turn on the store-keeping itself. Then the endorsement of a house 
for any article will be like the mint mark on a golden eagle. Then it will not be necessary 
to take pages or monstrous space to make an impression. The fact that the goods 
are mentioned at all will be proof of their deserving qualities. But not alone the mer- 
chandise will be depended on to bring lookers and buyers to the store. There will be 
store occasions when curiosity and interest will bring masses to its counters. Thus it 
is that the volume of business will be swelled and the fame and stability of the store 
made to grow, and all this without excessive advertising expenditure. 

"For several years past the struggle of department store advertisers has apparently 
been to make an impression by the size of their announcements. Half pages have been 
succeeded by pages and double pages, and in one recent instance I noticed five pages paid 
for by one firm. I think this very unwise. It isn't a good thing for the newspapers that 
print it. I believe that no paper should be glad to print advertising that will not be helpful 
to the advertiser, and no house can be helped by five pages more than it would be by two 
or possibly by one, with the single exception of the possible impression of bigness or enter- 
prise that might come from the volume of space, and I believe that even this would be 
more than offset by the feeling in many minds that the store was foolishly reckless. I 
believe that one page is big enough for the most enthusiastic announcement any store 
need make and much less space could be used for the regular advertising. Use large 
space to emphasize an offering or occasion, but not otherwise. 

"As things now are, take a department store newspaper page in St. Louis, Chicago, 
Philadelphia, New York or anywhere else in America, cover the signature and the date 
lines and it will be difficult to tell the work of any one store from any other. 

"Monotony of style, statement and make-up prevail. 



290 



HOW TO ADVERTISE A RETAIL STORE 



"In days I foresee this will not be so. The special activities of the leading store or 
stores in any community will give the hurrah of war-time to its advertising and bring the 
delighted throngs of Fair time to every selling floor under its roof." 

"""The newspaper advertising done by these large stores is mostly of the "clearance" 
and "special" sale order, or consist of a large number of leaders being offered as a bait. 
The main object of the advertising man is to get people into the store where the tempting 
array of goods and the enthusiastic sales force may have a chance. 

Yet, there is another order of newspaper advertising done by a few stores, the best 
stores, and that is of a kind that is quietly building up a business with a foundation upon 
the rock "quality." These stores are building business for the future; the former are of 
to-day. Let some new store peep forth with a cleverer manager and the others immedi- 
ately take a back seat. Sale advertising is not harmful in itself, it is the too frequent use 
of this means of attracting a crowd that will eventually cause its own death. Leaders and 
baits are a necessity but should not always be offered. The general public will become 



] January Clearance Sales [^^^^ 



Practically every department has seasonable, high-class frierchandise to offer now at 25 per cent, to 50 per cent, under regular.^ 
And "under regular" with THIS store means under what such goods actually SEILL for— no fictilious valuations enter into i 

Black Ribbons 



advertising. 



Priced Absurdly Low 



ndiculous rcductio 



H andkerchiefs Third Qi 



Chance lo save a ihird on one of the 
staple grades of women's handkerchief? — a 
full ihird off the price we actually sell ihert 
lo. all the yew round. 

Ten cent* lor pure linen handkerchiefs 
wiih hand drawn comen and borders They 
are ' Jaundered of coune. i'l^ASr/"" 




Lac« at Half 



This Season's Suits 

-a/( a third untJer our own regular price* 

Fictitioua valuations play no pari in t)m clearance — the 
pnc<^<ut» are RliAL. And the suits are NEW. 

No qOestion about eflecling the desired Hock-«dju»tmenls. 

tj5 SUITS AT «.3 50-O( plun. I 




Unprecedented January Selling in 
iVl uslin (J nderwear 

The critical women of l^s Angeles recognize the merit of our offerings and 
come here with the regulanly of clock-work. 

Nothing short of firm confidence in the perfection of our garments and 
the faimeu of our prices could win such overwhelming response as this sale 
nret with on Tuesday. We limply could not wait on you with our usual 
promptness. Yesterday there was more *eibow-ioom* and we were able 
to give everybody prompt attention. 

As the collection of undermuslins included the sample lines from three 
mammoth factories two day's rellms— although record-breaking days— 
haven't lessened the supply perceptibly. The variety still is all the most 
exacting could wish, and the ' ^ 

Prices a third to half under actual worth 



N eckwear at ; Hi^' L?2 

,-^ , Jot outlawed styles either— we have these 
j^^' clcan-up5 too often to permit an accumula- 
^^■''■* ' *ion of "past favorites." 

Linen Collar and cuff sets; fancy stocks 

of silk, cotton, linen, etc. Dozens and doz- 

of distinctly different sivlos at half or 

"iH^T*" more under our own regular prices. '»«•■> *'.i'> 

Ruchings Reduced 



It Mm I 



Wash Goods. 
Clearance 



■ This January cl«ranc. 
cills lor ll.r quick iiddaiice 
of a lot of FUnnclelles. and 
a lucky puichasc on our 
part permits a surprisingly 

sook. severe are two slart- 
ling'oflerings fortoday; 




wise to the game some day and will absorb all the leaders offered in the different stores 
and will not even nibble at the other goods they are expected to buy. 

The large stores of course use other mediums of publicity besides the newspapers. 
Many of them issue regularly twice a year large catalogues for use by mail order buyers. 
Then there are innumerable booklets, circular letters, novelties, premiums, and in fact 
iteyery known kind of publicity from a business card to a poster. 

Besides all these the store itself is used for advertising purposes. Costly decorations 
in windows and interiors, handsomely finished fixtures and furniture, cool and com- 
fortable rest rooms, play rooms for children, exhibitions of works of art and demonstrations 
of goods and talent. Every convenience is looked after for taking care of the business 
of the store. Some stores have very strict rules of conduct laid down for their sales force. 
Any infraction of these rules results in instant dismissal. The customer must be })rotected 
from cross or cranky, careless or lazy salespeople. 

The telephone is simplifying shop})ing, and several stores now have 'phones installed 
that number into the thousands. An idea of the amount of business done by telephone' by 



DEPARTMENT STORES 



291 



some of the big department stores may be had from the fact that Wanamaker's Philadel- 
phia store has lately completed the installation of 2,000 'phones and have contracted for 
1,000 more. There are over 100,000,000 feet, or nearly 19,000 miles of wire within the 
store. At each counter there has been located an instrument with automatic coin box 
attached, so that customers may call up any point with the utmost convenience. The 
monster switchboard is one of the "sights" of the store. It has a capacity of 12,000 
'phones, should that number be necessitated by the growth of the store. 

Individual cash registers are also being installed in all the principal departments and at 
the more important counters, so that people do not have so long to wait for their change. 




This morning marks the bcginnmg of GilcVrist's Great January Star Clearance Sale — an event looked forward to with keen 
anticipation by every shopper throughout New England — an occasion of marked importance, in which there is gathered a collection of bar 
gains far greater than in any like sale hereabouts. We need only to say that for low prices we vvill excel any effort of our own fn the past. 
A i^pmparisoh of prices elsewhere with that of the quality of merchandise offered, will be the most convincing argument and will clearly 
demonstrate to one and all that we still hold the proud distinction of being' Boston s I'.orcniost Store for Quality, Style and Price All 
purchases made during the week will riot be charged up in December, but will appear on January bill, which will not be rendered 
until February ist. Mail Orders promptly Filled Write, or 'Phone Oxford 1791 



The Entire Stock of Samuel Reich & Co/s Women*s SuitSy G)ats and Skirts 
Purchased by Us at 50 Cents on the Dollar Goes on Sale Today 




Merchants Legal Stamps As Usual Given With Each lOc You 3pend 



Transfer slips can be used at some stores, which facilitates purchases and saves 
paying for articles as purchased at the different counters and waiting each time for 
change. 

Banking is rapidly being added as one of the features of the modern department 
stores. This is merely for the purpose of acquiring capital (interest being allowed upon 
deposits) , and of inducing people to patronize that particular store when they have money 
on deposit. The matter of credit purchasing is being simplified to some extent by this 
innovation. 

In this chapter we are reproducing a number of advertisements of department store 
sales and other events. In doing so the writer has selected from a wide range of adver- 
tisements, selecting as nearly as possible from every locality, from every large city at 
least, one specimen, so that the reader may at his leisure compare the different styles. 



292 



HOW TO ADVERTISE A RETAIL STORE 



Much has been said about the difference in the style of advertising used in different 
cities. This difference is merely on the surface. It is not in essentials, Each class of 
people in one city is represented by a very similar class of people in another. Some- 
times the size of this class differs, but hardly ever the make-up. The same advertising 
will appeal to the same classes no matter where situated. 

January is pre-eminently the month of "Clearance Sales." These are now to be 




^\L 



z^^- 



2]mffARR/3^^Mmir^. 



IdE 



,c,^,_^f 



^ Paradox --- Raiv Cotton Never Higher Since 
The War, WhileUndef muslins Were Never So Cheap 




S!H'b2^;£jJv:r;Tn ci:r^iSSSv3S SPSS?"'''''ii'°" iT""*'"^^"^^^- Hi-jiSukS^ ^';^i:^;'i;ir.;yi ■•' f;^ 




^5^™!,.^ff^^f C!.?f ? tiajid-Made Lingerie 



H?('"'"7i^ 









-'^ 



DEPARTMENT STORES 



293 



met with in the cross-roads village as well as in the largest cities. The smallest stores 
have their January clearance as often as the large department stores. 

The advertisement of the J. W. Robinson Company, Los Angeles, Cal,, reduced 
from half page space is as neat and attractive as it could be made. The use of rules and 
white space is excellent. In this specimen we find not only the "January Clearance 





The New SkirllQ^r Spring Have Swung Inlo Line 



extends k» heutiest welcome to •brilhera o' !he rozrin' game." All the convenieacei o( ibis tton .are yours afld welcome. Thert Is 
th% second floor, s popular meeting pUce for friends. Then there is the intormstibn boreau. Maiv Floor, supplies inlorma- 
the arrival and departure of trains. Parcels and wraps can be checked at the check office free of charge. Also w« have a special 
hotels and depots. All t>ie>e conveniences are yours to make the mdit oL We're glad to see 70U. 





sTr.r. "'. '.r*..."'-.* .'.$?.'95 I s'ri.Vi'^'Si'JS: ".."T"- $3.25 

Pref(y Canadian and American Prints 9c Per Yard 

Eflflieb printfc The desigci cannot be mrpMsed tor beautr. The cloth itaelf is of 
6110 «n>n »e«M; hot the dj« is tbeir strong point WoTl gnarsnm tbem to wsab 



OpporfHitytaBiyrira 

of tho highflrt ezcellbnc* oT qnillty 



mm 






Men, 10 E«rlr Call io CoHar nd SlecTC BallMS 

«c and l6c Cottar ml SUn, SnUou. 8<Um^, $ O'Ohck, 

6 for lOc. 

These bnttona are mads in new 30tb oflntorv i^^la, t^ eaaMst 

boKoo to adjust Slip it tbrouxfa the button bolo and braik it 

ttnm 11 ri|!ht .i^m. like > hinp^ Tope of ollntold and searl 



Aa Elgbt OXIock Chance tor Carleis 

« and fS Pta JadtU. Sjhrrht, I O'C'idl. tf.or. 

Leas thtn half price for a (p»d, wrm p--* jadcer, 
should bring curlen ont bright tod early Satnrdaj morn- 
ing. Onl.T 3^. 



> n •■..)• MMin nsTui, ijklocl uTtntuT, ims 



tot Uw hoatework ro 
l^for r*lu«s like ihau 
ply will' not w«ltyour 



t aa— that can be 
lifulty made vbit4 



jrlM Sinn. s?S,"l.ni ' "J'g^ 



SJA'SEr.A"'......25c 



Prettier Tliaii Ever Are the New Droadcloths 

feak but joar 9^% ont tkflM fuperb tiroulclotlu u tlMj 

•a if on. dras* p«n(]«. And «> tliey aro. Did faa eror mo 
nch ricb, do^ «olof- beut? 1 And (uch 1 fine, lilkj taihire 

ftiu. rfow weavo; detp. rieh $kad»4, among t\em reseda^ 
fawn, fcrotpw. ^amptgne, ^ gr^. peart. . Prussian b lae. 



hunUft green. earCxriM ana blaet. Kattf to %magxn« IsA 

wKoi beautiful youm tfute materiale vjU ^1 i'/\ f| 

nakt Oitd'i^k an eag^ priea $1.1U ; |{| 

New Silks of Himll0B9 Beaafy 



[•Wy true, u yafo'U afna w&ea you »« ttie 

. of thet» D«w TraDcb cilk*. 80 daicty, cliio 

and duKllniclr hemtehing. But tbra tbow Freoeh «e«TCa 
tlwftji do niriirfM u tmrj am 



•ilk* we < 



I biooM lengUiB, 




Self UUnt UiIsMM 75c • Ytrtf 



99 tochea vide. 'y» 7U1I 75C 

04iacb. Ftaey Twwdj ia bmI etfeets 
kud • go«d nnga oi eoloriog^ 1 

•ibie for.aefnr«t« tkirU, biilorM | 



Jjarda ,..-..;. $6.50 

Beaatifnl English China of Rare Beauty 

Ftee Eogliah chinafMhe better grade»-^haa a ealoo ia the bouacvife'i eyes skin 



This February Jurnitupt Sale .An Event of If most Importance 




^7.3B 



-..~"".'.~^.. 175.00 

the Newest Conceits in Necltwear 



$10.^85 




Prpbably there is Bothin^ D 
lercstinR to women, among tb 
goods beii>|r opened up, than 1 



have yet recoircd. Aa inst 
A ncrffty in ribbon neck- 1 Lace eoUartlle, 
tar. Tk^ hava _ d^p _^ .,„ ,. . , 



$23.35 



Money ta Be Saved oo Hoasehold Arlicles 



^r~^'^.."-,T.. s:t^ 



teijuin and .pptiqua 1 lattfj plailron front of Bat- 
■pfriju*. Etta ^„ /\rt 1 «'»''' "f orUntat 



$2,001 



$1.75 



ong.eSif-] TJten thaie title jaboU art simply 
trimmed I ektirming.. 7%9y ara m »Wt fowdalion 
' .,\ 11 i._--j ■ / - ,,;^^,\ and ai ^nlcrraU art prett<j Utile. tolorrA 
rclirvcd villi giit onatnerUt. In front | r^^^ ^^^ ^^^_ ^ trimmed uijh neh- 
are. tm large bro\rn J'Tl mtdtiUoat, The \ y^j and it hoM a wide spreading tab of 
pladroen aleo Waa a tilk or- ^n rrrx I ^* mp'ounded vith chiffon ^- nc 
«»«(•• «irf«.i'riM.. . $2.50| tdge :. ..vj. .$1.^ 

Meats for Saoday*s Dinner 

Harfl to iniprtnc opoa Ihe ecloction wo offer in nieati and ponJliy f«r *o«r 
cboiee f«r Sunday'* dinner. Ererylhing of ibo primest qiialitT.^ 
Lnt> el TmO, Pork. lrt»' - | l*«w (|<>MUf» ol U«tt«n, 



Ad Eighl O'clock Special in Flannel 



^^ IOC 



doom's Footwear el ItMt Oesre* Sft^ 
Down i» nice 

M, ti, S160 FinM Gmia of A mtnan Foolicnr, EigU 

O'Ctodt, Saltinlti/. $S.OO. 

Don't come at 9 o'clock and expect a Bclecfion /or you'll 

■urel.v be disappointed. After Btocktakinft we ftathnred 

togetlier all tho odd pairs of our finest grades of Ali-er 



%m 



HeoTy Wool Carpel 47c Per Yard 

scd that priced dose a. ore .11 Eiil^Ki rarpeta, it «ouI,l be 



tsni-^ 



) LIHOLEOM, )Sc to tUU TA>0 



$i3.4S 



FibnatrSde 

$6.8S 



':'.',.!T..'°^. $17.50 to $33.00 
A Oaady Bai lor Sfaopping 

A baf apeeiall; designed to stan< 



J;?^ ..'.. .r •.'^. .,-■ ■■ . $''^ 

■aisntar 

Indianlleaded Shopping Bags 

Er&t T.'.T.'T.^'^c 

LIfhograpbed PHlow Tops 

Snbject is ra lodUn bead in tra 
pahrt and fcatbera. A very hanii 
aoms pfllow top at the priMh A goo 
Biibjeet fdr framing. ^>lo nr 

Price /5C 

Mnli Fbor— Donald Street 



Trimmed Hals of Sinking Charm and Beauly 

Women are Biroply captiTated )>y tbo bcanty. the eharro, the chic style* rS Gatoo 
Feen-908SOD millinery. Fint timft- that Winnipeg'e 
] the opportunity to iadnlge their ttdte* nj 



r for ffprine and 
br owD miUlnan^ 




(I- mminert ftflvo SS ©f (Jl«i> 
foft#. Perfca betvliea in Aif- 
eitk. Trimminge uaed art ovr 9vm •» 
'arisian imporlaiiont. 8hape$ ate tarya^ 



^alurdaj ,. . $5.50 

The Men*s rarnishings Invite Yoa 

Cnrlen art th^ cUm of men who appnrciato oj>^o-date ideas and fin© qualities In 
ttfl fnmiabings aod alno have aa eye to vslno, W* offer 
bo improred upon in a mctropoKun-^cntre like New TorL 
be bard to Snd their eqnaL 

U ITtgUcM roflirr shlrtlaitii firr kO «iM 

■■"■ ^•i:>-^,^|2J8u 

"1 '*"tL't?"'T"^"ff' 

£'s:"w — ...$1.25 

AN EIGHT O'CLOCK SPECIAL FOB MEN 



'}98c 



Sale" but the "Muslin Underwear Sale" and the "Linen Clearance." These are usu- 
ally held in January and are now commonly known as "White Sales." 

The Gilchrist Co., Boston, Mass., have a "Great January Clearance Sale" of an 
entire surplus stock of a large manufacturer. This sale begins directly after Christmas, 
but it is called a January sale. The arrangement could have been improved had the 



294 



HOW TO ADVERTISE A RETAIL STORE 



long lines of the introduction been broken so that they extended only over half the width 
of the page. The type used however is large and clear and is readable. 

The Harris-Emery Co., Des Moines, la., gives us an excellent example of advertising 
in the specimen reproduced. This advertisement is a solid mass of type, yet so artistically 
arranged that not one woman in a thousand could resist the temptation to read it through 
at the breakfast table, allowing her coffee to get cold while she eagerly skipped from one 
item to another. The headline is an excellent one, as is also the introduction. The illus- 
trations and their arrangement are as good as one could wish. Prices are properly and 
prominently displayed. Descriptions are fully given. What more could one want in an 
advertisement. 



H. S. BARNEY CO. | H. S. BARNEY CO. 



H. S. BARNEY CO. | H. S. BARNEY CO. 




The Great Christmas Book at 

BARNEV'S 

IS OPEN 

And Ready Saturday Morning With Better Service 
Than Ever at 

SCHENECTADY'S 
GREATEST CHRISTMAS STORE 



THE great machinery of this great Christmas store is roaning smoother and better than ever before, even «i 
the Iiighest pressure ever pot opon it. 

Many improvements liave been made during the year and all have been made with but one main thought in 
arrangements— more room for store comfort and more room to display the greatest Christmas stock ever gathered 
all corners of the earth. 

The book of Christmas happiness is written here in strong, bold face type, and it is a story of toys and bauble** io 
books and jewels, in art things and wear things, in things for the home, in things of sense and sentiment. 

The store is a book telling a story as dramatic as was ever penned. It will give you a Christmas message which 
will help open wide the door of some heart, deepen friendship, create happiness and good will. 

COME — read the great Barney Christmas book, for pleasure if you will, for inspiration or for helpful suggestions. 



Santa Qaus is Ready 

Arrayed in Ins sleigh, drawn by his (a.lhlul reindeer ((uKiIling ihe old. 
sweet, liadilional siorv o( ihe child mind) carryme stores ol toys to his lailhlul 
rriends. THE CHILDREN. 

Sec our log cabin, our handkerchief booth, our calendar and card booth, our 
basinet booth and so on. for niih all our extra attractions, we still consider the 
maiD ailraclioD, the magaihccot 

ttiristmas Stocks 

Such as have been gathered ai the Barney Company store We are showing 
The largest. Ofost complete Toy Store in Central New York. 
The broatjwt'^wkriely of Men's Wear— Scarfs, Suspenders. House Coats, 

Bath Robes, Shirts. Gloves, ike. 

Handkerchiefs 

Not only by the thousands, but the choicest and finest that come from 
abroad. 

A Comprehensive Book Store 

Copyrights, Juvenile books, [ioys and Girls Library. Christrtias Cards. 
Culendars. 8ic , (ic. 

Sterling SUver and SUver Plated Ware 

All kinds (or table and lancy use. as well as Brushes. Combs. Manicure. 
Toilei Articles, Ac. 8ic. 

Our Ctiina Ware Department 

Presents a broad and beauiilul variety of Dinner VV.irc. Fancy China and Cut 
Glass, Vases. An Glass, (ic. &c 



The Candy Department 



Back in onr new annex on first floor — lull ol 
pound or hall pound packages, laucy baskt-t^ and bo 



choicest sn 
and in bulk 



The Furniture Department 

On the Jd, 4tli and 5fh floors ol our new building shows the linest stock ever 
gathered here — Music Cabinets. Desks, Morris Chairs and Rockers. Sideboards 
and Bullets, Lounges, Cabinets. &c . &c 

The Carpet Department 

Has a large variety of Oriental and Domestic Rugs. Curtains. Portieres, 
Carpets, &c., iic 

And so on. for space fails us to tell ol the beautiful gilt things in 'Leather 
and Burnt Wood Novelties, Perfumes. Toilet Articles, Umbrellas, Ladies' Neck- 
wear, Dress Patterns in Silk or Wool, Cloaks, Jackets, Furs and the thousand 
and one other practical gifts that serve as well as delight the recipients. 

Our Clvistmas Story 

This year is more interesting than ever and as we tell it to you day by day and 
week by week we feel that the wants -of every heart can be satisfied at the 
Barney store 

We have made special arrangements for Santa Claus letter box at our posl- 
office department Have the children prepare their Santa Claus letters and 
deposit them in our regular Santa Claus box 

And do not forget our Post Office Department under GOVERNMENT 
SUPERVISION You can mail any parcel or package direct from our store. 
We will have a special department lor the shipping and packing of your parcels.. 
Stamps, postoffice money orders, postal cards, etc lor sale in any quantity. 
Further annouuremcuts ol Christmas Readiness will be forthcoming, and no 
opportunity will be lost to make our store your headquarters for Christmas 
shoppinc 



SCHENECTADY'S 
GREATEST STORE 



H. S. BARNEY CO. 



SCHENECTADVS 
GREATEST STORE 



DEPARTMENT STORES 



295 



Canada's greatest retail establishment furnishes us with a good specimen of sale 
advertising. In Eaton's, Toronto, Ont., advertisement the furniture sale, a special Feb- 
ruary feature of most large department stores, is given prominence. The symmetrical 
arrangement of the whole adver- 
tisement is pleasing. Into this 
page advertisement is crowded a 
great many different offerings, no 
fewer than sixteen departments 
being prominently represented, 
while there are suggestions of 
many more. 

One must not suppose that 
because a firm uses a page space 
that it is always good advertising. 
Very often it is not. In the speci- 
men from Schenectady, N. Y., 
we have a page space filled with 
general statements. The H. S. 
Barney Co. no doubt reaped a 
benefit from this advertisement. 
If they did it was more from the 
impression the size of the adver- 
tisement created than from any 
particular information it gives, or 
of any special offerings held out 
for the purpose of inducing the 
public to call and purchase. 

The whole story of the head- 
line and introduction occupies 
nearly half a page. When one 
reads it one wonders what there 
is in it to deserve so much 
notoriety. Four words would 
have said just as much — "Christ- 
mas stocks are here." The 
balance of the page really gives 
us the same information over 
again, only it goes into detail 
sufficiently to mention three or 
four departments. We are told 
that "Santa Claus is Ready," 
and one or two attractions men- 
tioned. What an opportunity 
lost! Why, oh, why did not 
"Barney" tell the children some- 
thing about "Santa's" coming in 
his reindeer-drawn sleigh, of the 
fine toys he was bringing from his 
home in the ' ' Northland ? " Why 
were they not invited to come and 
see these things.? Did "Barney" 
think they would be in the way? Perhaps he forgot that children want everything they 
see, and that indulgent parents try to gratify their infantile wants. 

Just think of a page advertisement exploiting Christmas stocks and not a price men- 
tioned. Surely this advertisement is an hundred years old you will say. Not so. The 




296 



HOW TO ADVERTISE A RETAIL STORE 



date is plainly shown in the illustration. It means "December, 1904," which is not very 
far back, considering. 

All department store advertisements do not occupy a full page space. Many of their 
best advertisements occupy much smaller spaces. Take the Mandel Brothers', Chicago, 
111., advertisement of gold-filled jewelry. If that advertisement would not draw trade 
then no advertisement would. The charm of that combination border and illustration 
could hardly be resisted. The text is so entirely different from usual "bargain" an- 
nouncements that this very difference makes it convincing. The whole arrangement is 
first-class in every respect. 

The idea of offering some one line at a time is as good for department stores as for 
other retailers. Take the two Memphis, Tenn., advertisements of J. G. Gerber, and 
Blowenstein Brothers. Here we have two very good hosiery advertisements. These 
advertisements appearing among other stores' offerings will have a greater value than 
had they appeared on a page of either firm's advertisements. They are not overshadowed 
by any other offering the firm is making at the same time. They stand out alone as a 
special offering of the firm making it. 



• (jGpM, 



y '-m McMPtiis 

Specials for Saturday 



Ladits' Giu2« Lislt Most, comes in tmbroidtred insitp in J Urgt line 
o( neat new designs also embroidered lace boots, 75c quality 

Special a 7alr 45c 

Ladles' tmpor'ed real Maco Cotton Hose, an excellent wearing quality, 

comes in correct fall weights, reinforced heels, soles and toes, last black 

Special 5 pairs for $1.00 




Our 35c quality. Special a pair 25c 

Children's School Hose, style lor girls small ribbed; bicycle ribbed lor 
boys.' All reinforced knees, heels and toet; absolutely lait black 
Special a pair I2;c 



MaishallBeid^Q). 

A splendid Value in One of the 
I^ew Fall Models: 

Misses' Tailored.Suite 
$15.00. 

100 of these suits are, 
included at this price. 
Made in the season's popu-' 
lar shades — maroon.green, 
navy, brown, also black; 
the new kilted skirt, coat 
lined ihrou^hout with 
satin; sizes 14, 16 anil 18 
— specially pricet^Jit $15. 




Sometimes the advertisement writers of large department stores make mistakes. 
They don't do it often, mind you, for that would mean a "change." But occasionally 
they make an effort in the wrong direction. Just take a look at the sewing machine 
advertisement of the J. R. Libby Co., Portland, Me., for a moment. If any one should 
read a little more than half of this advertisement he or she would find that it was about 
sewing machines. The first mistake made in this advertisement, and of course the 
gravest, is the argument. It is a man's argument to men. Women do not hire men as 
a usual thing to do things around the house, the men attend to that. The argument 
would make good if the article offered was a machine tool for use by men and was 
presented through a trade journal. There is another very great mistake made here, and 
that is the failure to tell the difference between a chain stitch and a lock stitch. After 
telling that, it should also have presented the advantage of having a machine that 
would produce either or both stitches when wanted and might have told something about 
when the one was an advantage over the other. That is, it might have told why a lock 
stitch was more suitable for one kind of work and a chain stitch for some other. 

But supposing this machine makes only one kind of stitch, which is a combination of 
"lock" and "chain" stitch, what then? Why not tell why the lock stitch is deficient 



DEPARTMENT STORES 



297 



and why the chain stitch is also lacking in 
staying power? These are the points that 
will arouse curiosity. Curiosity will bring 
a woman around to see the machines 
quicker than "man-argument." 

An advertisement of sewing machines 
need not be technical to be informative. 
Some definite information should be given 
about what the machine will do, and some- 
times it is advisable to tell what it will not 
do. The argument used in this advertise- 
ment is a very fine specimen, but it is shot 
completely over the head of the gentle femi- 
nine creatures that cook our meals and make 
the clothing for the children between times. 

The advertisements of Marshall Field & 
Co., Chicago, 111., and the Robert Simpson 
Co., Toronto, Ont., are both good. The 
quiet tone and dignified make-up of the for- 
mer leads one to suspect quality every time. 
The Simpson advertisement allows probably 
just a little too much space to the illustra- 
tion. A smaller one and a smaller space 
would have been just as effectual in draw- 
ing people to the store. 



SIMPSON 



Store C/oses at 5.30 To-day — Saturday, 1 P.M. 

Girls' Summer Dresses to 
Go Thursday. 




jE have more than we ca^c to tak'e into stock, so out 
they go Thursday regardless of what the cost or 
what the loss. Perfect fitting, serviceable and 
stylish dresses. A size or two are missing in each 
line, but still there are all sizes in the lot 



About JOO Girls' Summer Waah Dresses, miide in fine 
white lawn, navy blue cambric with small white 
stripe or dot aud bl.ick cambric with Barrow stripe 
patterns, Buster Brown and sailor smt styles, excel- 
lent qualities and perfect fitting, ^irfI fast colors, 
sizes 6, 8, 10. 12, 14 years, regular prices were $L25! 



98c 



J. 1R. Libby Co. 

Ttiree "Supposes" and 
where they lead you. 

Suppose you had a job of work to do 

on your house, 
A job that required TWO MEN a 

v/hole day to do. 
Then SUPPOSE there should come 

along a hustling young fellow, 
Who had FOUR HANDS instead of 

TWO, 
And who loved work and kept the 

four hands flying. 
SUPPOSE this * 'Four-handed Fellow" 

could do your job 
In one day, do it better, and with less 

loud talk than the iwo 
And he only demanded one man's 

'wages 
Wouldn't you give him the job in- 

stanter? 
Here's almost an exact parallel to 

that miracle, 
The Standard, I^otary Shuttle, Sewing 

Machine, 
Is actually Two Machines in one. 
It makes a Lock stitch, it makes a 

chain stitch. 
It makes them better and with less 

noise and fuss 
Than any of the old-time machines. 
Moreover its wages (cost) are no 

more than the "other kind." 

Come and see our MISS JORDAN put a 
Standard, Rotary Shuttle, Noiseless 

Machine though its paces. 
And show you how easily you can do 

it yourself. 
THAT costs you nothing. 

J. 7?. Libby Co. 



5,790 !Pairs o/ 9/fen^ Vrousers at S2.00 — Semi'-^^nnual Sale 

^effins T/fonday 7/forntny, 



THE BIG STORE W^ ^T ACflYlffirSOf 




Every Preparation Has Been Made in the Men's 
Clothing Store, on the Main Floor, to Have This the 
Greatest and Most Successful Sale in Yean. 



haven t hesitaled in any delal We have gone right (o some oK tne 1 
cloihing makers in ihe country and obtained from them Trousers in large quai 
— not Trousers that sell aN the year around ^or J2. 00, but Trousers that were ( 



clothing makers in the country and obtained from them Trousers in large quantities 

^ ^ jnd^orJ2. 00, but Trousers that 

lobe retailed in some «f the best clothing stores of various places for $3 00 or i 

Even the most cursory inspection of any pair in the sale will reveal what a greal 
value it is for J2.00. Because of our extensive business dealings with the manufacturers we 
were able to obtain the Trousers a( such concessions as to price them uniformly at $2. 00. 

Best Trousers Ever Seen Anywhere at $2.00. 

EXTRA SECTIONS FOR THE DISPLAYS. 
EXTRA SALESMAN FOR THE SALE. 

GREAT VARIETY OF NEW PATTERNS. 

CUT JN THE NEWEST FASHION. 



VACATION 

TIME 
SUGGESTS 



There are no limitations. Sizes for every build of man — tall, short, stout or slim. 
of every size. Every waist measure from 31 to 54 Every inseam from 28 to 37. 



Fina Striped Worsteds. 

Sn Irttludmi Slu> Or.,. N.vr uid 1 ««■» Fm. M,m«v S»,p... ' H^-M,- I %n 

^ / Bua Ground Clonnji w.ih O"! ^ / b.tw. .oJ ChecU All colonnji ^ / 

** Sinp. rfoai *• ExtdlCTi ..»>».!. *• 



Women's jCawn *U/aists, 

"^aws o/ a Very ^pteiai Sa/» /or ^endaj. 
Featuring Thre* Lots at Highly Popular Prices. 




79n't d Roman's ^atehta 

These 



7.50 





keep -. , 

A Beautiful 2 or 3Yet 
Free of Cbarfo oo either 



combination offer. 

Mens 1 2 size or Wome n'l O ii2« 
rwcnry year gold-filled Waichev 
open-face iiyle. fined with an extra 
fine New England nriovement — stem 
wind and set — ^guaranteed by u« lo 



RIbboa Monocram Enffr«vt4 



7.50 



^ore Summer <Shoes deduced. 

Vary Superior Varte/y at ^uefi jCower 
Prieet Zfian T/tia/ in fuiy. 

For Monday the Shoe Store offers such good bargains ai the 



SS.OO ^/anJteis, 2.50. 

^.000 Patrs ml Zhta i^nce Monday. 

Full iixc full weight whin wo.! blwikra: iuit vm-^ cotton in ^^ ^ ^% 

body to prevCTi.iirinbnt »fi. flc^y wool n.p: I ,nch iilk b.ndina; 'J Ci\ 

tnuiufldu-U by Ht^ Enslu«l nalli Co rn.,1 fo, tS.OO; io.|iiorfow ^ jll f 
<S<I<I Coom Star.. M.in Fl.or. Eu< of Founl.iii ) 

Somen's iPure 6iik Sieves. 

Iliere li no icvcity of Lon| Length Clovti" in thii populu- woion #f TTi* B,g Sk^t* 

1.280 P^lflS OF WOMEN S PURE. SIU CLOVES: ««.llrn. ^ f% 
<iu»liiy: 2 datpt: IniNirttd lo ull for 50c ; white or bl«k; %J ^Q^ 

*£eg«l Cooper Score. M»in Floor, From. tSth St? 



Spooks ^or ^Summer S^ead/ny^. 

Vtctl/tm XiUrmlitrt iy S>,j,yl,r jTmlAa,,. 



At 39c. Each 

lOrijilaally yulllllhcil at SI.SO.) 

THUEK lAMOtB BOOKS— T». n™ oowil. 

5?'.'!?''^..tl'i^fw"T'H'V!rt^«5s?J.oi 



At 8c. Each 

Tilt (ollowlac lil(h.clu> rl 



f^i^ 



&SSi°'J!^5! 



At 15c. 






At 5c. 



jCeather Soocis, 

^*a> y^eai tn ilJrift and Cnvaiope Sdayt. 



Women's $3 Oxiords, tl.SO. 




;i* ri'.'J.°'^" Jd r.'ih.^ Ur^.rSiiM.II>4 to2,«t9i«. 
■w^uDOt I lSi.i«l CO.PW Ji«r«. StMod f ImO 



Somen's Shirt Waist ^resses^ 
Ciearinff ^on€hty at ^2,95, 



One of the most important clcsf' 
ing events of ih^ Scaioa 

•f the very best of the season's 
styltj. The variety is sufficiently 
large to please alL 

Fully 20 different styles. Such 
a range of rnaienals as \A/hile 
Lawn with embroidered fronts — 
also white lawn with figures or 
polka dots and fancy siripu. 

Tan Lawn with polka and rin}« 
d«ts — fancy percales in figures and ^ 
THIfifi^ginshams in great variety 
and flowered Organdie. 

St> les are similar to those you 
would Rnd in i6.00 Dressev Some 
of the 

Dre' 



to see in $9.00 



29S 




(5,.,.l Coop, Store U Floor. Front ) 




vt)!W»/ 




■ ■■ 




Other Spee/al Saie* Monday 

UpholiKrIea, Ranuets of Carpcta. White Qoi 
Notion.. I.M. LlDooo. Hanioa. a» St.blo Nc.d 
Llquort ani Qrooorloa. 


.?fr#,' — 




' ' 





SdaiAiny Suii* for Women, 
7^ it lies and Ckiidren. 

WOMEN S BATHING SUITS of blict A,v i food 
WOMEN S BATHING SUffS of BrilliuKin. : vwy lood 



MISSES BATHING SUrrS of I 



2.95 

'Y.50 



CHIL0IIEN:S bathing sun's of lknn<l : 
o«< piK« itrki; <lt<nii1r tr.iini»d Did do 
•.tn<d: OSc 10 

Shoes, C4ps and Bags. 

—"■" 49c 

-fron, ,_j„ -— 



»THING SHOES 
rTHING^CAPs'.! 



39c 




BATHING SUIT BAGS of i 

Also Hen's Bathing Salts at Special Prices. 

EK.IIont ..uttmcnt of M«,'i Ftn. J-Pioe. Wor.od Buhini Sua.. n«we.i n A* 
i.,mi...n|> u bcnooi of A,n> uid tl|ta lUmlou or <|o>nv Uooviv A.?9 

Ah«..«<Iu.lity'l>«>tl«>U>vl S.M 

ili<l<ICoop<r Sioni. )d Flior. Cmna llih Si.) 



Sood 7jrun/cs deduced, 

£xee/ient Opportunity to SBuy Cheapiy, 



(ltr.'<ifor 975.00 I CS.Mar.d. for 

Oir.dofor A2.50 20 00 fi.dc foi 

Oirukfor 41.S0 ItOOiruloro. 

Oir>d<r^r 39.50 n.SO ir*<lo for 

Oiridolor 23.50 li:Sar«d.ror 

O|r>d«ror 21.00 | 10 75 ir.di for 9.0 
tSioicI Coopor Store Third Floor. EaiL) 



9M.0O 
16.00 
15.00 
10.50 
9.50 



Sdt'son tPhono^aphst 

No Money Down. 

ff*rie0i S/0. 00 to SSO. 00 




DEPARTMENT STORES 



299 




*»v'^^^ 




-=?■- ^^ 



Fine Steel Rods at $1.98. 



Outing Shoes for Men, High Grade, 

$3.98 to $4.95 a Pair. 






ApraH AM AND Straus. 



Correct Summer Clothing for Men. 

The Best Values in the Qty.\ 

:a. BlADDtli and Tropical Worsteds have the call thii ictaoo. There Ire n 

i lo cool and dressy— .1 PROPERLY TAILORED AND PROPER QUALITY. 

cl that tbffy arc odcred by Abraham & Straus is foaraclee of high grade uilorityj aitd 



Our Supremacy in Serge Suits. 

. Soft Sal foi m.o ib.l a .einiowl*dg«J by Ibr ir^« lo tx th» bell ti^ otfcrel id ifii^RaN — H.d* ^ 



OtberVX'odid values at tlt.SO, 822.0U and »2S.OO. 
Two Qirmtnl Suib for Hot Wealhcr. 
Foreign or domestic tropical svotstcd or tjnc swiDug QanoeU— quartir'or half Coed with l]pi£t — it 
prices smanly below ordinary- . *^ 

invcstiEat^np— three eanDcni Suits of fancy twiterial— Ittaps for tnen tnhtf 

Single Garments in Sumrr^er Fabrics. 



I Women's Summer Low Shoes. | Men's Straw Hats. 



Bicycles at Third Less Than Regular} | Men 

Not a |Ob lot but all handsome, perlect h.gh grade machines. t^» 

,n black with n.ckel crowns and parts. 20 and ?2 inch Irunes. B^ 

tll!l'jr'ssoo7pTr°'°Thelaci°isiliat $2S.«lwoulcJ°b«ai"eisoruible I || 




Men's Underwear. Jl | iJainty Wear for Misses. 




Silk and Cotton Waists-Savings 

$3 Hand Embroidered Batiste Wabty, $1.98. 



imported Rhinestone Jewelry— Clearance* 

75c to $30.00 Values at 34c. to $14.50. 



Oriental Rugs— June ClearanceSaie 

Delivery in the Fall if You Desire. 




A Fine Panel Effect from Brooklyn 

If all advertisements were arranged in panels similar to the above the whole would 
be monotonous, yet note the fine effect alongside of the Siegel-Cooper Co. advertisement 
with its glaring heavy faced type headings and prices. 



300 



HOW TO ADVERTISE A RETAIL STORE 



M The Grta: Dcparfrtic^ stores "7 DA^IIFTT The Great Otpartmaital SiDra ' tj 
W iS7-t7iSLlaitot, St. Quebec £■■ I #A\ai^l-a I 157-17] St Joseph SI, Quebec ^ 

• n 






i 

i 
I 

i 

^ Lcllct Sjki'riix ..$13 

jj J(^I Lctict >ate price <ach 

I 
I 
s 

I 



Great Red Letter Sale 

Commencing on Monday April 30th. 

ve Will hold a unique Bargain Sale, 

mbracing many new and pleasing fea' 

. . , , , ^. .jres. tvery item on this lisl will be 

Art Sofa Cushions, .^^j ^^ be specially reduced and the 

L-u.l.ioiK. size i8 M.t incl«'.., i P'«:« will prove a real surprise. These 






1 Ori.ntal ijfsii.i«. .1 



also stAuds tot 

CusMoB Covers. 



prize worth coming ft 



_ laics' Pony Jai*ets. 
jlcats, pki'ii box back, role 



J ServkcaUv Shci^ 

-fine English Blcflched J*tC 



S Ktiife Bouf. 

\'<i.l Knife Eoxfi, well 
;..ioii .1, h.i,ij)e. very 
1. l.ii.-i..fBi1i!lie<l, n^nUl 






1 S.Ik Tapestry Tor- 
c dcsitnis ill old gold, 
1) jar.l. Ion;. rci,-,.br 
■o. Red teller Siilc 
....... _....«;8. 50 



11 

U^ [ lllj.J StftOtls f 



i^,r; 



, neat dcsignj in nripc» : 
hrpc Ji7r«, rrpular y 






-'•* li--: 



I ... 



:»iX. 






ToHet Soi 

-Ci-iille Soap. in c 
r:ikcs. Red Letter 



•lio ■!».>> rut 

est. .in 

Ladiej' Slimmer Unl,r,.-ii, .'eeseleu, © 

trinmieil, fine qiialit). , ret-iilar iihct 15c ^ 
each. Red f.t«er^Silc Ptie. ...... Itc ^ 

i 

n 



Vtnctlui CMh. 



Fine Talleu Silk Wai 



© 



1,-, -:■. 30. Jj' y, aii.I .It. onl) rf-.:'i.Tar | i" "i S^c i<r j^rd. l!ej LeUir S.ile I'tice reeiilar priu SJ JO.' Rol Utter' Site Pri.e 2» 



Ceiliu.ie Oil ram 



Highest Shoe Vahm. 



«.. "Pi- ill eord. 



..:.a9o ^ 

I 

© 

§ 

» Siipii.iier LnJcriyeaf P'.c Cfiion. ♦♦ 

' Un\ iiTi\t\. afl iire-. c\c*v»Uonal ♦♦ 

[ wir fvffubf pn« 4^< pi-r pimitot ^ 

fikr Silo Trice only , ^....a^c W 



t]i(* lUr.«ll Tor 






Ilk Cuuial^rnl-I 

•ndprelli retu. ' r, 
tier Sak Vnr, . ' r. 



.d« .,1^1 J<~ , n 

LPuiuHiSfidii (r\ 

-Oetlmtl" Uilln. ^ 

:lLi>er°ol'me © 
Brand CoHeo" *« 

§©«©«©»©«©«©»©«©«©«©«©»©«©«©«©«©«© 



g 



JloiUndiftj I © 

Vour Shot Ounce ^ 

Ladies* kttllier. (elt and c.i.broiderwl ^^ 

elvet slijiperi, and Donjola Uultoncd ♦^ 

ur, Reil Ultei Sale'l'rice •.«ac ^ 



c::^^^ .j^iij^ >>/^ 



The Greatest Bargains of 
This Season 

To-morrow at 9.00, 3 00, and 7.00 O'clock 

White InJ.a Lnon Itas teen one o( lite very scarce malciVs 
OD the market, and one o( the very popular materials with the pub 
Itc (or the Lst (ew weeks Icnajine then the surprise and plea 
?ure with which we accepted 4.500 yards o( six fine even quit- 
ttles (rora one o( the best Eogfisb makers, at very radical teduc 
lions-on bis regular prices. Why he reduced does not matter 
Certainly It was not because of having poor qualities ol an un-call 
ed-for material which he wished to clear out — the Linonswlll prove 
that at a glance Sufllce to say that we'll sell lu-morrow — 

1160 yards, 10 quality at .08 

945 " .15 " .11 

440 '• 18 *' .13 

798 " .20 " .15 

800 " .25 " .18 

365 " .30 " .20 

To-rooirow lh<n will be a Tjanner day here In order that 
all may come a till get some of this material, we have divided thi 
lot into three parts.. One-third will be offered at 9 am,, one 
third at 2 p ID and oi)e-l|itrd at 7 p.m Candidly we do nbt be 
licve that anyone of the lots will last over one ha 
No pfiona order* acomptod. . 
. JOHJJ LiMDLAW t SON : 



300 Splendid New Cushion Covers 
ftt Nearly Half-Price 

It you need Cushions (or a boat, (or a veranda, (ora ham- 
mock — for anyone of the helps to summer comfort, you'll do well 
to come at 9 30 to-morrow morning. We bought these' Cilshioo 
Tops at a price awry below their regular— yalmost half — and yoil 
mav be Bute the small profit We have mark*d will not alter tbis 
difference very materially No 'phone order* 
UH Frencli Tapo<try Cushion CovM-B, in. nrtvt new deRign'i,) ft §^ 

ol lig.irn rcKulorly |.x.ell,.nt value at £,ic, encli. yuur'f. . 1 J 
chgiec lumorrow niter 9,-Jt| o dock cnch only ,..-.. ) • ■ 4# 
150 Fin.-il Trench tnpiatry Cushion toverc, in nplcndidj 
new Oisijfnq o( pleu-iing ctilofs, mosU.w Ufsrk, m^julorly 



.29 



JOHN LAlCljtW & SOH . 



Buy Your Summer Needs in Hosiery 
To-morrow 




AVY li«1e Ho.ii.ry 
Ihn lnu.«t mid mo«l j.oi.ulru- lad ii 
Fii.bion'n grc.il . orty— New Vtrrk- 
here in \»ey finn Ucc ' front, will 
duinlily oiohroldecod .lot., in niiie 
10; priced whilo tlipj 
In. other citle. mr\ 
kind ure .old /IH 
pnir only . 'tJ 

jidi.. Fine Li.l'e Sl.K-kinen, in 

piigne, with fln«. lucir Ironl. A A 
ond eilibroid«r«l tilt., per Jl^ 



;:',:ii."n:reS;::::rai 25 

itv, p, piilr only . ^ . ' 
jiili'V .*^iimni''i'-w<i(j)it (*(4»hfnorc 
u'liflo?"' & ''m,',ir''tr'rt« vorite, .^1 



No one tnows Ijettir.than 
oufjelves the trouble choos- 
ing Summer Hosiery may be 
especially if dn assortlbrnt is 
ted in any way. .But 
tattoo IS lust what we've 
avoided. When ordering we 
planned to have plenty of 
styles and plenty of qualities 
with evtry wanted alje — so 
that the iaylng 'Hosiery for 
All "might be applied more 
forcibly than ever to this 
•ectipn o( our popular store 

Here are a few special 
lines, and you II be very wcj-- 
come to come and set all lo- 

J'nney Li.le Lnco Stork 
igi;p, in duinly WucI, and »£iic 
dcHignp, priced, jht piUr/ f\f\ 

r::""'" '°."^.!'. .":•": .:f M 

'liildrcn'n Ulack Cotton Mlookmcn/ 
vcrv till- ly .t\\i\>oti, prr pair, f\^ 
nocor.ling to n'uo, t<»-ttioi- /T 

»(.>».■ .FuDKiui IxuthonKnit Stod*. 
jrnj*. Mth doJblu tp«i, ')iM<li. ftnJ 
knors tnadr \o vCuDd tho touehffH, 

Oier wjikM. priced pet i^aU *|p 

li^n'd. Ulacli Cifhmpre Sox, riJici 
pluin or ribbed, in tilflur«nt HUm 



25 



Two Canadian Advertisements 



In these two advertisements we have a contrast of style. In the constant striving for 
effect one should not forget that the object of the advertisement is to draw people to the 
store. The advertisement of John Eaidlaw & Son, Kingston, Ont., is the ordinary style 
of announcement, while that of Z. Paquet, Quebec, P. Q., varies the monotony without 
losing sight of the business aim of the advertisement. 



DEPARTMENT STORES 



301 




A Full Page Advertisement from Marion, Ind. 

This advertisement is remarkably well balanced. The underscoring of the headings 
and the use of italics for the introduction helps to make the whole distinctive. The two 
columns of bargains on the outsides of the main advertisement are decidedly good. 



302 



HOW TO ADVERTISE A RETAIL STORE 



Matched Sets and *'Le(ma** Garments 

Tie St«»MH iMxpeati 
E«cb ut wositti of Ntsbt 



CtlASJlSntfEils&BilPS 




A Typical Chicago Advertisement 

We have in this advertisement one typical of all Chicago advertisements inasmuch 
as it is well displayed. Chicago advertisements are prominent for their good display. 

The manner of pricing is open to objection. "Silk waists at $1.50, $1.95, $2.25, 
$2.50, $2.75 and $3.75," refers to six different lots, but by making one lot more prominent 
the results would have been more noticeable. 



DEPARTMENT STORES 



303 



'^X" H AHNE & CO -^ 



^ HAHNE & CO »sr,v~l^* 




'^ »^ Fling Old Glory to the Breeze! "— "°-' . 

/ Tackle. — . namnrvocks 

ET (ht Flag float on Decoration Day from every home, from every store, office and 



,.,'!' ''''■fVL' I °* L factory; and then let lis salute it and its giilanl defenders whi, have answered to the T^m^'^^ "li",^ 
tv^rXr^nSd to '^^ roll-calL and -the remnant of toe Grind Army of patriots still marching under the ♦ _»in. ..i... & i™ 

miiaig tlK bijftit Starrv Banner. ~"' 

Evtrytbinf b bere tot ■ 
both (rc^ ind 32lt 

vater fehing. f„ ^,5 tabic and swutmcifs tof youag uid old. 

Store Closed AH Do^V Wednesda. 



Decoritton Day to pijHng tribute to the dead or tQ tha coJoymCTif of puldoc^ 
iport. you *ii] find in Ibis slore everything needed for the, fuU 

,, outing ud sporting: goods 01 every kbuJ, ^ veJl 29 tood^titfli *««•«« piworii 



»J.naM. ^^t^aiii^ 


^^B 




a? HATS FOR OUTING TIME. ^ 

Whit. Duck Outin: H.u In .ery ayloh Md S.llor M.u in smoolh >„i n,iigh IfH*. to 
dajliing hifb-baci sailoi tfftm so very popular Iha the mmt popular shapo; irimmKi «itli biodj of 

tot! «Z/h""tlfhc Io."pfto"f'*. "."' !' 49' JT"!''. "'"f""^". '^'"^ 1'.",'™ .'^ '5.00 

White Duck Bcaiy-ta-Wetr M«u in most N.wly Trlmmrf H«u in slrilini! Summer 
effeclivt «,to. jaunt.l. IrimmeO with quite and jlyte equaling in l«autr and eflerti.eness mosi ol 
rosenc!; would readily Sell al J1.2S. pi.ccd ngc IIXK sold ui olhei stores at «3 and »10. are included 
vtry lo.al "8 n,„u, pea. collection of baS which we 84 75 

Jap Rougli-iiod.Re«d> C«Dlln.nl.l Hot* sell al the populai price ol '• ' " 

won. by children and bigjer girls as well, ST OC Children-. H«. in a profusion of slyto DOl 
bere in all the popular shades, ai only '"'•' approadied by any house in New Jjisev 





A Decoration Day Advertisement 

Decoration Day is honored in the opening of this advertisement from Newark, N. J., 
but it is chiefly remarkable for the arrangement of the illustrations. What man or woman 
could look upon this advertisement and not be pleased .^^ What memories from the past 
it must bring back and what pleasant anticipations of the future it must arouse. 



304 



HOW TO ADVERTISE A RETAIL STORE 



THE STIX,BAER & FULLER DRV GOODS COMPANY 

Begs To Announce The Formal Opening Of The 

> NEfV MISSES' & CHILDREN'S CLOAK SECTION -««-' 

ON SATURDAY AND MONDAr, MARCH 4tb and 6th 



Til NneJuMnUt Oaak Stttit* m llu Tktri Flair u rttJy fc> y 
«v ^tuvt thai vou wtl toy we fix)* tututded Every representatii 



itspfctun, tnJ at are tnfidtnt il lu'll meet wili yeur apprtnil Wi 
anufacUrer in this loumtry was viiiui by 9itr buyer ami hti able luriili 



ltd to make Ihii Ike mil tcmplele Children' i Deparlnunl in Ike eilji, c 
Tkef madeil afmt la buy M beil Ihere it made, and ike rititll if 



A Style Show of Misses' and Children's Spring and Summer apparel Never Equaled in This City 

Tkcte wko kave girli it ileihe, -anil le ti ipecial mlereil in tkit mmgni/iteni duptay. We hpeiMly direct feur sllealiin tc nr tail cetletlitn »/ Hfh-ttait gtmenb. 




ClRAN D'fEMDEft 



St. Louis Contributes this Formal Advertisement 

There can be no doubt in anyone's mind that a change from regular announcements 
is to be commended, but when it tends toward waste of space as it does in this advertise- 
ment of the Grand Leaders it is worthy only of harsh criticism. The lines in the opening 
text are too long. 



DEPARTMENT STORES 



305 






Fine Sheer 
All Linen Cambric 



25e 



The. Latest Noveltfe* 

Ladies* Neckwear 



jarcf 



ft Is full 3S fnclies wide, wtiife, (ine^ 

and sheer.— A fabric much faiored for 
ChiWren's Dresses, Ladirs' Night 
Gowns, Corset Covers, 6ne Petticoats, 
Dress Apfons, rtc. Laundcrs»withoa\ 



Our Toy Department 



'«*-«-^ 


freciaud. 


w 




^ 


S«" Lac. Tit." Cr4e"e'chcn"-nJ^Mid 
many o.h« cr,atioii!_,t>ur • |-y\ 
choice of »ny, al, each..... ..OVC 


m 


'W 


made.- taitor made, hand leaded aid oSi? 
<!«igm-put Up in > boj-at from 7ic tp ti 


81 




liberty Silk and Crepe de Chene Squro- 
.n popular cblori. al from |i toTB each 


^w 




SJbcnr Silk Bo«>-mabe an exceireol Xma. 


£ 


nt ,. 




iF 





Emhraces every conceivable thing which the inventive genius of the age has, produced— the variety so amazing 
that the pages 0/ this paper would not More than eontaiit the complete list. Dolls in great variety — children's 
bureaus and dressers{coasters, knee sleds, express wagons, patrol wagons, blackboards, tool chests, children's 
desks, rockingchairs and horses, doll trunks and carriages, toy pianos, horses and wagons, locomotivest 
automobiles, fire_ engines, etc. All marked at price-lowness that has made the dept. famous. 



At Ihe... 

Dress Goods Dept. 



WHITE And EVEiiRJG 
SHADES. 

toncnnli, Crtpe ie C*;Wj,' Voilct, Mokairt, 
Uiford!, Strgfj, Balisitt, Lansiovnf and Sicit- 



Shirt Waist. Patterns $s.Ts 

They consist of ^ choice selection of patterns and colorinas of 
Panama Cloili, beai/Hfully cjnbroidcrcd wiUi silk-an cxcellcm Christ 

Gingham and Percale Dpess Pattems-eacli tn a neat bo.T-a choice- 
variety of (HI ttefna— Special Price. «ach ;; Ji.oo and ti at- 

^^^^f P^tt«i«^Cadcof White Linco-Iiand em- iJA OC 
broide red— choice jfltsign^— choltce' at *^Z^. J,0 

"sp'ectfp,'?;,"'/!"* «« Whtel^^n-^mlroide-rid;' Ji 25 

^s^f- ^'"'' wii«" P"«cmiii'„ Vi;; «';,;;ed'coiorV;r,d'»hi.e 
p-^4:;^!{^-^"^..;.:....:...$l:50.$l.oo 

Sli« Waiit Pattenu-a collection o\ the lale« 



box— Special Price, 



St dCblgns, Eacl 



French Plate 
Triple Mirrors 

Aii ifie fiiiest Piano finished woods. 
In Genuine Oak. Imitation Ebonv. 
imitation Mahogany and other's: 
Sjie of each of the three panels 
7x9 in.. Uie special 



BOOKS 



\ anywhere ttse. Boobn 



books at ttoS^c 

(fV, guar'autee every bot 

iercnct is i> thf Prict. 



the Prtfpector— B;^ lUIph Conirtf 

The Sea WoU— By Jack Ix.ndon 

The Hotue of Futfilmcnt— By George 



Mr Lady of the 1 

The ■" 



Stores Price. 
...Sx.08 99c 
...»I^ 99c 



.$i.o» 



God's Q^od Maa— By Marie Corelli %ijo9 99c 

ly bf Crao»tark<~By. George Barr Mc* 

Black Friday— By Frederick S. Isham. . li^oS oqC 

The Prodigal Son— By Hall Caine S>.o8 99c 

Old Gorgon Graham— By George Horace Loriraer.5i.o8 99c 

The Motor Pirate— By J. Sidney Paternoster 11.08 ogc 

He That Eateth Bread With Me— By H. A. 

MitcheU Keays- v.$i^ 99c 

Recent Popular Copyrights: A Q^ 

Handsomely bound in cloth and printed on fiijc ^T^^%\ 

■ lard paper. Our price .-*• ■^ ^^ 

David* Har^im..., 

Quiocy Adama Sawyer 



Graostark. 

John Burt 

Her Lord and Mastet 
Dorothy Vernon 



I Fulton Pidgin 
By Ce»rge Barr McCutchtjon 
.By Frederick Upham Adartia 

By Martha Morton 

- By Charlea Major 

... By Frederick S. T^haih 



Ve/vet Purchase £^ Sale 

i.ooo yards Broadtail and Crushed Vel- ^ 
vet from importers' inventory sale — rcgu- < 
lar retail prices — $i.oo, Si>SO and ta.oo a 
yard, in brov^-ns, tans, navy, marine, Yale, 
cardinal^ olive, emerald, myrtle, ivy, cham- 
pagne, gtiil metal and black. 
The correct, thing for Waista. 'Coat* an 

Suits, and all go at one price, . ^Q/^ 



Get i 



%%. the regulai 



he Week. 
Black Taffeu SUka and BUek Pi 



°'75c 



Uncovered Sofa PilloWS 




The/ are -wade h 

Top you have worked so beaotifully 

Christmas «ift.-^ 
Excellent qualitiei af Lojir Pficet, 
Size 18x18 inch. Mixed PiUows. 
.cicart and odorless; special at-.'.*-,. 

SILK VXOS» 






$1.39 

CHRISTMAS BOXES 




Special Price, each. 



25c 



PERFUME DEPT.l 



Black Dress Goods 



Black 48-in. Ctamines. imported to 

selj at $i..»5 ; special tlic yard , 

Blatk jo-in. Chevi 



Black 54'in- Cheviot. : 

$1.50 quality; special 

Black s6-in. Heavy V 

special tlie yard 



75c 

^:'!°'.....75c 

.hnvd..$i.oo 

netian Cloth, a good 

$1.50 



New and.Exquisite 

LACE WAISTS 

llfiutrafien; Others Equatls AUraitiv 



dc of White and 
Lace, wi 




!er efitect. trimmed with (T* P' K^ 
, heavy lace insertion- VL K ^ 
over iHli Iming. Special ,|1. 1 — 

>y Oift, each -M^*^ '■x> 



.Suiinlwns lor ChriUmni OilU. 

Honbijlnt Ideal Perfumes, the bottle. 11.I3.50 

Roger and Oallet Perfimiej, many choice 

Le Grand Oriia Violet Perfume, the bottle, 90c 

Lnbin's Perfumes, thn bottle : ..',-. . . 750 

Vantine Oriental Perfumes, the bottle 60c ^ 

Colgate, Riker, Seeley and Vail Per. 
fancy paclc- 



hCuxSKx^^XmUt 



Comfortable Slippers 

Women> Felt Juliets— in btack. red. brovn and 
erecn, also iii Fancy Velvets, all fur trimmed, 
at the plir • -. .$1 and $l.jo 

Misses' anil Children's Felt Juliets— same styles 



Bath Slippers— for 
''"' ■ -ippers— a 



l7iC 




From the City of the Straits 



The symmetrical arrangement in this advertisement of Hunter & Hunter, Detroit, 
Mich., is excellent. The border is above par. One could hardly ask for a neater appear- 
ance than this advertisement gives us. 



Dinner Sets, Toilet Set*, Lamps 



from France, a^d 



THEf/IVIfiRITTONG 

402-404VI1 I 1^ PENN SQUARE. 



PAY CASH OR OPEN A CHARGE ACCOUNT-EITHER WAY SUITS US 



N 


w 


ewelry Sec 


uon 


Now Open 1 




iran 
per' 


an ot7?nng but whai s thoroufhlj 
ited Noi an old des,,?,. Beaul, 

iches, rta.vlcss Diamonds, new 
nwnClock.andSilvdrvart.lovtly 

Charas. Charm,. Necklaces etc. 

jeweler ,n charge. B,g values. 



A Very Busy Store in a Busy Block 

A busy block surely, full of life, full of hustle. We have pictured it for you. It extends from Fourth to Fifth streets on the south side of Penn 
Square. You will notice our store— the third one from the right It's our new home, and we are proud of it. It is filled' with bright, new goods, and 
t'-'-'o greet ,vou are heads ol department! and salespeople you have known for years. We call it 




S(or< Directory 



r?.: 




Furniture, Carpets, Draperies, Stoves 


■ 


HS 


^fi^M 








Isl \mt 




























-Dl 








































L^s^^s; 
























An Entire New Slock, Priced Very Low 


•W 


^ 


" 



Women's Wearables 

We wish our lady readers to kindly fix firmly 
their minds this important , 

(act— Ours IS a showing- of 
made-up outer garments that 

common-place. On the con- 



sign, perfect in fitting qual- 
es. exquisitely made. E**' 
r showinc now being made. 



Tailor-Maije.and Silk 
Shirtwaist Suits 




Priced (rom $7.75 t(/$4S ( 



A $16 00 Value at $13 .75 
Pedestrian Skirts and Shirtwaists 



Priced from $2.75 tt) $30.00 



Pftced Irom $2.75 Up 
Covert Jackets and Raincoats 





ONTHESOIMRE. 



Nos 402 AND 404 



Men's Wearables 



natter to us what price you pay for a 
garment. We can not afiord to sell 
you anything made of poor cloth, the 
hnings of inferior quality, the making 
•hghJed in any way, for the simple 
reason that we allow you to be wcar- 
mg th.e goods while paying ioi tliem 
W c would not offer you anythi.ig but 
reliable, sinctly depgidable Clothing, 
anyway, for the reason that tiiere is 
no pleasure, profit or honor m scll- 
mg the other kind. One thinR here 

uon't knowingly offer >ou a garment 
midc of infenor dolh, or one that is 
bjfJIy constructed in any pariKuIar 
Let It be understood that our Cloth- 
ing IS that d.flcreni kind that proves 
lastingly satisfactory And o) our 
Spring stock we have this to say; In 
.all our many years of Clotnmg buying 
we never had so nice a showmg as 



Siiics for Men and Young Men - 




Any price $S.OO fo $26.( 
Nobby Top Coats and Raincoats 



PricM vary from $7 75 to $27 ' 
Sui.t8 fpr Boys and Little 



Fellows 

• 'u'to boM 't.-lf .t.i*« W. c«i> «• 

Priced from 2 75 lo 16 SO 


Hats and Shoes for Men 


° Vt'ic 


and Boys 
ci ftnKc Iron) 7S< lo »5 


1> kl» » 

Men 


I flhoti from$j50«JS 




DEPARTMENT STORES 



307 




Running to Too Much Illustration 

Illustrations that illustrate and illustrations that embellish are good, but when a third 
of a page is given up to the figure of a man it is altogether too much. These large cuts 
are all right in posters but smaller ones will serve just as well in a newspaper announce- 
ment. 

G. M. Britton Co., Reading, Pa., have given too much space in their efforts to illus- 
trate their new store. The picture of the whole block is not a bad idea, but a much 
smaller cut would have served for the other. A small cut used in connection with the 
phrase, "Britton's on the Square," could be used in all their advertisements to advantage. 



308 



HOW TO ADVERTISE A RETAIL STORE 



Carttef. Kolwill & ft. 

SOLE AaENT5. 



Carfter, Hdwill & Co. 

SOLE AGENT5. 




wEJTsTr l^oAJUueA.. Mo\XkA}l&^€o, 



DURBAN. 



A Page from South Africa 

At first glance one would suppose this was a composite advertisement, but it is the 
advertisement of one firm. This page requires a border to hold it together. It looks 
very much as if it was tumbling to pieces. The amount of white space allowed to go 
to waste would not be tolerated by American firms. It is waste in this case, because it 
gives the whole advertisement a broken up, choppy effect. Cartter, Hoi will & Co., Dur- 
ban, Natal, South Africa, are going out strongly after the corset trade of their territory. 



DEPARTMENT STORES 



309 



MarshallHeldgQ). 

Specials in White Lawn Dresses 
and Linen Suits. 

A splendid selection o( very de- 
sirable new styles (or immediate 
wew will be placed c i sa'lc this 
morning. The illust >iion shows 
• one-piece White awn Dress, 
prettily tucked snd immed »ith 
embroidery insertions, some with 
pinlt, others with blue satin girdles 
-^ cool »nd practical (rock, as il- 
lustnted. 116.50. ,..„ n-, •.,» «» 

While Linen Coal Suits made 

with ihort coats and roimd length 

ited ikirtt prettily trimmed 




Additional and final rcdutlimt 
have bten made lo clou out alt that 
remain o/ our soiled Shirtwaist 
Suits and Coat Suits— some at half, 
some telow hal/ the former prices.' 



Lace Collars at Half Prices. 

Another nre bargain opportunity in several thousand 

new Lace Collars — all in the newest styles and some of 

the handsomest designs — Heavy Irish Lace effects. Imita. 

tion Brussels Point,in((» variety of styles in combinations 

of lace and batiste. ""' ""' *•■" *••• 

Many will it f&und very useful for trimming 

w.aisis and gowns. All al exeutty half regvUr 

prices — SS'< ^S'' 75'- t'-'o <""' upwards lo $j so. 



^ Final Clearance Prices in 
Trimmed Millinery. 



» 10.00 



FoiirGreal Collections including all our Mid-Summer 
Straw Hals. 
»3.75 »3.00 87.50 

Styles for street or dress — all 
the popular straw braids in a 
wide selection o( shapes, all 
tastefully trimmed with feathers.) 
flowers, foliage and ribbons. 
Black, white, navy, reds, browns, 
greens— in fact, all the season's 
best colors. 

The prices are half and in many in- /^''.l 
stances below half , the former values. ' "'• 




Silk Petticoats- Last Week of 
Special July Prices.. 

The values offered in the thrt^e following numbers are 
sales, th 







Special Sale Linen 
Sunshades, 

91.95. 93.99. 93.75. 

Three of the most desir- 
able stylef. and the best 
values w; have ever of- 
fered at the prices — all 
are new and fresh, espe- 
tially, desirable for vaca- 
tions and general mid- 
summer use. rMnM.brtllM. 



Majolica: An Ideal Decorative 
Ware for Summer Homes. 

A new line of (his very popular ware has just been 
placed on ftate — beautilul, bright colored designs jn sun- 
flower and water lily patterns; of special interest will bo 
the exceptionally low prices. 




fVa/er M«/oM Sits, $3.1$^ Fruit Sits, $2.30. 

fruit Comt>oUs, $1.00. Rmtnd Trays, 6se. 

Milon or Chop Platttrt. $/^o. 
Tht SuDftower Plalei with I The W«teT Lily pattern in a 
colored grouod of red, blue, rich green leaf detigo is espe- 
brown aod yeltotv. attractive 1 clslly luilable lor salad plates. 
for decorative purposes, 2&c. 1 each, 25c r*ant fiw t—ti 




Figures Do Not Lie 



The Above Receipts Speak for Themselves. 

While in the East I Bought $10,000.00 
Worth of Clothing for $4,265.50. 

This purchase in my'minc! is a great scoop and one worthy of mention. 
You can see from this purchase that I can do as I advertise, and that is to sell 
tailors' made to measure clothing at one-half price. Do you notice that every 
purchase is from a tailor or a tailoring concern. 

This is what I have been trying to tell you all the time that I handle DOM 
but tailors made to measure clothing. 

1 would like to enumerate all of what this purchase contains, but you can 
see from the quantity that this would be impossible. I mention some so you 
may judge what bargains I am in a position to offer you : 
There are a few three-button Cutaway Frock Suits in the lot ^|^^^ ^ C 
that upon my word are worth $30.00, your price • -^r^'* ' ^^ 

THE PANTS ALONE ARE WORTH THE MONEY. 

50 Coats and Pants at $6.75 to $10.00 

50 Coats and Vests at $6.75 to $10.00 

, shame to sell them at that price, but I bought them cheap and 1% .m goiog 



$8-^ 



hair dotb froot, in 



LET ME SHOW VOU. 



$10 



.00 



These suits that I 
marked $10 are cracker 
Jacks. 

ir 70a want & K«od ialt cbetp 



$12^ 

r<r $12.50 I |l" > nit >b>t 



$15 



.00 



Tor S15.0O I (l*c ron oat of 
lia Urn loiu thu It li poulbb 
or TOO to pit urwbore (or ^SiM. 

T>U u cbMp. bn I b»< «ot tha 

I fmoke. do jooj Corns tad b»t 



Pants, don't mention them, I have good and plenty at 89c to $6. 



Now I want to make one broad remark about the value of these suits. 
If they are not worth ilouble the price I ask you, understand, now, 
I jald double, bring the suit back and I will cheerfully refund the 
money. 



Ackermaiv's System 



IS A GOOD SYSTEM 

Underbuy aivd Undersell 

E.t>erylhlng that Men Wear 

182, 184 North Union Avei>,vi©« 




Two Advertisements Contrasted 
The Marshall Field & Co., Chicago, 111., advertisement has a dignity all its own. 
The I. M. Ackerman, Pueblo, Colo., advertisement smacks of the sensational. Both 
are suited to their separate audiences. 



310 



HOW TO ADVERTISE A RETAIL STORE 



*^,i;:3ttursday. Dec. l^t^BvsIcr Brown Postal. 



VI Cards Ircc — AsK any floorwalker. 




Itcms At Random From the 
Pre -Holiday Sale ol Books. 



ifS'n'^o.r 










k£; 







What Beller Gilt Than a Watch ! 

Thli prcholidoy wte oII<ri chances to jcUcI 
a Ime one al a compdraiivcly modes! price — 

tnil Jl (.fiy r'Kt Mt tytifr xjuh ^.<\uir, »(re t\rt ortsreJ tnjn 






"i.°i!;'..""''''"f°"'""' 






Teclh Thai Pit and Arc 
Guaranteed— Full Set For $5. 



Col4 Cnviis, KM fiold Fiumtv flM of 

Brtd(< Work. SS.09 — Uvcr nUmgi. SOc. 



The Arcade-- 


Docked out in Its holiday 


finery, presents a hand- 


some appejrance indeed. 


Thcsiitsiockstobcfound 


there, such as staiionery. 


novelties, calendars, art 


wares, bionjes. etc, ate 


than ever before - and 


lust beciuseof this fact. 


detail isimpossiblf. Come 


.ind sec lor yourself |usl 



The New Bloomingdale Jewelry 

Store Is Holding Its Annual 

Pre-Holiday Sale — 



AII0vT:8,$l04SI2Fur 

Trimmed Hals 
to Go al $4.' 



An InfanCs Gudt 
(20 Pieces). $7,04. 



Genuine Bvrlcigh 
Fawn Blankets, 

al 72c lb. 

The (jmoirt Diiflfljh Hjnkfli 



72c 



LIflil OHvler, 



A Special Oilcr ol 1,000 
Ruined Lace Bed Sets. 



The Bloomingdale Standard 
Decorated Dinner Jets, $5.98. 




^$5.98 



jtl .r,rj,l.,-.nt,,.,ui fully 
I poDio-y— jQ *ark et 



10c, 15c. 19c, 25c, 34c, 49c. 69c & 98c 



This PreUy Bamboo Furniture 
Makes Ideal Christmas Gifts. 




Uxington to Third Avenue— bloomingdale Brothers— S9lh (o 60lh SlreeL 




" Christmas Calendars 

Ara RaatJy Now 






.. Lo.iie .in Monday md see ttew. 
■a. Easel (3«>iDdaro and p»n<i\ Can 
Ic at iQo. anO all In-betwo.a price. 
» Calc:)d»r. ; mosi tunny ; bo .ure a 



Over 26,000 



Christmas 
Haiidkerdhiefs /'"•/^<^ 'for' 



Thifl^vvhai w« Vvfie you (o choose yoyr Cfinsmus 
Ci(t H..iiJkcr(;|ifi;ts(roiu 

I here s ATi oiiu*uaIty fine variety m dainty Swisa up to 
ihe popular pnct of 2nc, and jltpr that you can chwose (eofn 
real Irtjh linen, .ind if you wjnt ftom^t^ing aktn ddiniy 
(or a very spfcial fritn>l there arc the rcaj l^ce «dg$d and 

W't mention this iji ^as^'nff ti give yon aa idea of tbc 
sp!en1id sc'^p.■^ for se'c.^ion wc oHc/ in thifi single, popular 



Umbrella 

Mokes o r,nc Clfl 



^^^aV n.i.nlvvylej «lt5 golJ^5il»»r. pejrt 

// ^^\ '"<' b""' niouninifi (or. to?lns, Jiid h»n> 
/ V inmc more durable wyte. .Jtat equally a^ 

All chr'ven Knh tare .indVlttf <ftJ8rtff.ir^to DfaiKy, firij' 
u,»H(y jnd ccnrrjl .ippropriSlch't^ for Rifts. On s^tc' 
o.v in conntxi.nn wiilr qu/Jitefl'*' TuniiNbinBJ IJeparl 
leni ..n itr ground (lyor. ■•Me* ipecljl eiK liijcs-meti 



"Balcony Lunth "Rfiom 




Choice Furs f^rcij 



I .ill the, most elfectwe tftyles it 

' ^Y.cc& the Icuvest to ^^f; olx^in^d 
,11 tresh and i\cw this pca>on , j 






':..Lt\]z 



•:;;.^;::n«"Si-V''„ts 



Che Chrtstma 



Ladies' Home 
Journal M M 



Stanley Mills & Co. Limited 



Good Holiday Advertising 

Bloomingdale Brothers, New York City, and Stanley Mills & Co., Limited, Hamil- 
ton, Ontario, fill their advertisements full of the Christmas spirit. Public sentiment 
should always be accentuated in advertisements. Advertisements cannot be over- 
crowded with seasonable items at this time of the year. 



DEPARTMENT STORES 



311 





^mSioiilMvSkw 



Plr4l8/424S.VIft\5mN6r0N5l(s?5SJ5T. 

MARION, IN P. 



MY SPECIAL 
"ELEPHONE 
No. 1400 



I HAVE opened my work (hop in the show window of the BUSY BOSTON STORE at 
' Marion, right at the foot uf • big mow covered hill, where you can tee m^ almost any time 
between now and Chriitmai. 

The United Telephone Company has furnished me special tele- 
phone service and I •will be glad to answer calls from girls and 
boys g^ny tinife from ^ now until Christmas, whenever I am in my 
work shop. 

I will make a record in my big book of all the children who call me up, and give me their full 
addretB, and will write each one of them a personal letter. Call Santa Claus Phone f400. 

TOYLAND IS FILLED WITH TOYS AND DOLLS 



and I invite you all to come and aee them. I will be here and will be glad i 
you come 



1 see ,you any time 



A Few of the Many Hundred Things in Toyland: 



rrooi the 35c couter to the 
to $1.35 and the % 
II 50 to 13 00 



ofdia«ry rtock of drumg this year and every 
boy should be prepared to keep hU neigh* 
bor awake with these splendid drums, We 
are oSeHng them at from |0c to >2-50 

T»ol cheats We never carried to many 
•izea nor have we ever bad anything so 
complete and practical aa the Urge tool 



Planoft, 15 key mahogany toy pianos ggc 



D»ll laralfMro All kinds dressers, side- 
boards, cmiboards, folding beds, tables 
chairs, etc., prices rangingfrom %\ SO down 
toiOc 

D*ll catasBdfOMrts You m^y buy a 

very nice little cab for 25c Thew of course 
ha*e wooden wheels and we have the high 
er class cabs, sobatsntia) enough to support 
• real live baby, ranging in price from SQc 

tofSOO 



lower nrrangement, car 
an exact reprodactioD ol 
paratuB 49^ 



[ aioifM. Little Butoinatic mouic. 
1 life color When wouad ap will 
s the floor natural as life. |Sc 



inches tail, foil joln(ei) 

' special offer of 300 of 
»ere hought at a closing 
IJ1.7S. while 



rlklsg kaai Splendiii 

: well worth these prices 75c to |3 ( 



effect; when wound up will plow their 
way through the water for (|Uile a diaunce 
25c 

Ule Hl(« rep« walkar, when jKounil up 
will walk rope suspendid acroM the room, 
nicely painted in clown coaWfne 5(k 

N«ch«alc«l club ftwlager, when wound 



Chins ««lla Quite • good dxed dol'. for Sc 
and up to egc I 

KM b>«y tnM% low as ^c and up to H SO 
Drease^ doll* In prictly little gowns pat- 
terned after Parisan tnodela, smaller ones 
aslowaiylQc, othen a foot high at 25c. 
and ihc/ they range in price up to f7.50 fo' 
those Ihjt are almost life size 

OoK repair* A complete line of doll re- 
paift. arms, beads, legs, tyci, wigs etc., 5c 
I aiw upwards. Doll clothes to (A them out 
complete, slippers and stock 
'hats, caps, jackets, shoes, mil 
5capd upward^ 



they last, choice, %\\ 



Velocipedes made of wrought lion, nicely 
painted, nickeled wheels, adiustaMe leather 
seat H 50 

Shoo fly rocking taorae* painted and dap 
pled, painted mane anri tail and wood rock 
era, f i 50. $i 15. 9SC, 750 and 50c 

Toy lea eels ol German China, plates, cups- 
large enough for tal,le service, ggc 



complete 
several c 



circulars, etc f 650 and <13 50 

Doll stoves iMKlily finished and nickled, 
complete in every detail, practical littk 
baker 53c 



Reach Santa Claus by Thone 

n'^^^^..^^^^ '^^^^^^ Marion, Ind., cannot help but be busy if all their advertising is as 
full of "heart throbs" as this Christmas advertisement is. The little ones may not be 
the buyers of the family but they are the "prompters" of the buyers. 





STATIONERY 

Tk« impression that comes witk 
' « letter written on fooi (tatiott- 

cry is luting. We are jivfcn \o 

neiflectinj tkis detail in our cor^ 
rciponJenec. Our stationery department is so eomplet e in- 
asmuck »a we carry all tte registered "bonds" tLat we can 
•atisfy tbe most discriminating tastes. 

THE OWLD'RUG COMPANY 

92Q MAIN. 



— try a glass of our Ice 

Cream Soda tkese Kot 

dUys. 

— tkey are tke kind tkat 

remoVe thirst. 

— made from pure fruit 
juices and served from our 
Arctic Fountain. 
— cold? — well I should pay so. 

The Owl Drug Store 





SOAP 



Pure, f^eet (icnuil Soap witli foamy 
latLei — tlxe luzurjy of toilet anJ katb — 
tkis «urely appeals to your feminine in-> 
stincti. >A/e nave eoap in every con- 
venient form — otifonf cakes anJ oval 
«alu> — square calces and round cakes — 
fancy and pUjn — imported and domestic. 
'No store .D tbe '.vkole West can ^gei 
suck a variety at sucn astounding prices. It's merely anotLer case skovp* . 
tag tke Owl's way of jettinf l>i)f barjains for the beautiful women of this 
proud city. Look over this line and see what we offer 




S7U WkiM Ro.> I 



THE OWL DRUG STORE 



AO MAIN STREET 



To Protect Your 
[Complexion 

AGAINST SUMMER'S 
HEAT AND WINDS 



the Owl provides all the best lotions and preparations made. Freckles, 
sunburn and tan need never trouble the complexio;n of the fair ones 
with these many preparations within their easy reach^ for 11 you can't 
come in person a letter will bring you lust what you want, for the 
Owl keeps them all and all of them at Cut Rate Prices. 

The Owl R^il^E Dr^9 Store 

920 Main Street 






and Tan 

Ar« painful tni mar tKe Ixauty 
oi one t complexion. Xne»e hot 
-iays, 41 are liiUe to ((et •corclieJ 
more or less. If so, you will find at 
OWB-Toilet department »Ke follo'nrin|{ reiii«dies wluch will 
remove tan or relieyf (unoum: 

Espoys Cream , 1 2c I PompeUo Massage Cream 3*« 

PoiW Uly CreaAt .^ I »c Owl Sure Cure Lotion $1.0U 

Ktods- Honey Almofid Cream 39< 1 Meroen's Tslcura Powder. 15c. 1 for Jk 
All Toilet A^essorfe*. Pertomes and Toilet Waters to Stock, 

The Owl Drug Store ^^ Mdnst 



I 




Thirst Satisfying 

50DA 



AT OUR ARCTIC FOUNTAIN! 

Made from the Pure Fruit and Appetiz- 
ingly Served. 

Delicious Drinks Dispensed ! 

OUR SUNDAES ARE FAMOUS. 

OWL DRUG STORE 

920 Main Street. 



OtvCs Greatness 




and The J(^ansas City Spirit. 

For years the Owl alonr and unsupported has stood 
rut againii Higl. Prico and Trust Control Kansas 
Ci\y people have siood by the Owl and the fight has 

Owl and the people. The Owl has 
crown to bt iht. greaicM Retail Drug Store in the world and the peo- 
ple hiie lienefucd immeasurably by its Cut Rate prices Let the good 




S S S. .null. 

Sv.iinr. . 

Mclliir. Food .. 

C"inmc.'V''oi' 



&fe£ TBE OWL CUT RATE DRUG STORE, "% 



GOOD DRUG ADVERTISING 



DRUG STORES SIC 

CHAPTER XLVI 

DRUG STORES 

OF ALL retail establishments the drug stores of the United States and Canada 
should do the best advertising. They have a great deal of their advertising 
literature all ready prepared for them by the wholesaler. Booklets, leaflets, 
show cards, and many odd pieces are freely distributed to the druggist. Sometimes he 
uses them and sometimes he does not. If he uses the matter sent him, intelligently, seeing 
that it is properly distributed and placed, he has the means of increasing his business at a 
very slight cost. 

The druggist as a rule uses small spaces in the newspapers but he does not use these 
spaces judiciously. Often he will allow an untimely advertisement to stand for weeks. 
With hundreds of advertisements all ready prepared for him he often prefers a simple 
business card that contains only one fact and that one that there is a drug store at a certain 
corner. He may think he is giving much information when he says he has pure drugs. 
Here is a specimen of this class of advertisement : 



For Your System 



We have the proper drugs, properly mixed and 
properly priced. You always need some kind 
of stimulant these hot days. Drop in and have 
us fill your prescription. 



STUART'S DRUG STORE, 



Ouellette and London St., 
Phone 548 



Every druggist on earth makes the same claim. Perhaps all are right. "You always 
need some kind of stimulant these hot days." What kind of a stimulant does Mr. Stuart 
recommend.'^ You will have to ask him. "Drop in and have us fill your prescription." 
Mr. Stuart will gladly fill it. Such an advertisement is valueless as a business puller. 
It is valuable only for the purpose of keeping one's name before the public, which is now 
conceded to be practically of little value. 

The Hamner-Ballard Drug Co., Memphis, Tenn., and Ellis W. Armstrong, Decatur, 
111., advertisements are along the same line. The former, while containing the least 
number of words, says the most. Only one point is emphasized, but that one point sug- 
gests dozens of others. In the latter advertisement several points are mentioned, but 
none are driven home with sufficient force to make them remembered. 

Kingston, Denison, Texas, has a well displayed advertisement of their ice cream 
soda. The drug business has expanded so in late years that in reality it is a miniature 
department store. There are the drugs proper, then the patent or proprietary remedies. 
There are perfumes, soaps and toilet articles; leather goods, stationery, cut flowers, 
fireworks, novelties, lunches, ice cream soda and other light drinks, and cigars and 



314 



HOW TO ADVERTISE A RETAIL STORE 



tobaccos. With all these departments, and 
in some cases, many more, it is not sur- 
prising that some druggists make money. 
Those who do are the good advertisers. 

The Scott Drug Co., Oklahoma, O. T., 
make their announcement of the opening 
of their soda fountain in a very neat way. 
The advertisement might have been more 
informing; might have told strangers 
something about the soda served. This 
announcement followed by others noting 
special drinks, telling what they are made 
of, how pure they are, how delicious they 
are, will make many thirsty mortals travel 
a block or two out of their way to test 




An Isolated ^^i 

Prescription Dept. ^ , 



This store takes such mnnite pams wuh prescriptions that 

it arpoums almost to crankines-s ^^ e even put the prescrip- 

inment on a separate rnezzaninc floor so ^s to re- 

from all naiae and contusion thai might endanger 

accurate compouuOing. 

C/5e Hamner-Ballard \ 

Drug Co. r{^ 



The 

Fountain^ 

Music 



i«in has been bt.ined for this WHSon 
■ ii^z' of o»r livfly soda i» n.musicnl 
wlift have enjoyed ilie Ht'Iicin\is drinks 
■ cHu t sfly our sodn is any better tliia 
— 11 h hjrd to improve on perfection — 
it.w rh.ft \\e shall use the purest and 
Is that money eiiii (niy, and shall onrn 
I nnjht.moke those inosJ (ielighllii; 
e dehuous bUll 

The Scott Drug Co, 

Prescription Druggitta 

' 209 Main Street 
Phone 76 



REMEMBER THIS ABOUT 

PRESCRIPTIONS!! 

A good prescription Can be spoiled by bad dnrgs. 

A common piesi'iiijtiou can be greatly increased 
m efficacy by siipenoi- diiigs wbcu compounded by 
an expert pi-escriptiiu) dniggist. 

We u- e ffie highest grade of drugs in all of our 
presciiption work. If you want the best prescnption 
work that can be done yon tvlll bnng your prescrip- 
tion to our dnig store. 

No prescription is ever changed in oilr prescrip- 
tion department withotit the msti-uctioDs of the phy- 
sician who wyotc It. 

ELLIS W. ARMSTRONG 

DRUGGIST. 

1113 North Water St.. 1001 1 




the drink advertised. They might find 
just as good a drink closer at home, but 
they do not know that, because they have 
never been told. 

The advertising of the cut-rate drug 
stores is usually much more aggressive 
than that done by those who hold to more 
conservative prices. The former cut the 
profits in two, advertise largely and sell 
all the way from three to ten times as 
much merchandise, make in the end more 
profit, make friends with the public and 
enemies of the other druggists. 

The writer does not favor one style 
more than another in giving his views on 
the su})ject of advertising. The cut- 
price drug store has a field of its own and 
so has the other fellow. The one caters 
to the masses, the other to the classes. 
The one is aggressive while the other is 
conservative. The one is always in the 
limelight in as sensational a manner as 
possible, while the other remains in the 
background in dignified silence. 



FURNITURE 



315 



Off & Vaughn Drug Co., Los Angeles, Cal., present a rather wordy Christmas adver- 
tisement in the one we have reproduced. There are few unnecessary words, however, and 
at the hohday season one can hardly crowd too much interesting matter into an adver- 
tisement. This firm, apparently, have forgotten nothing. In the upper left-hand corner 
appear the 'phone numbers. These might have, and should have been mentioned in 
that portion of the advertisement devoted to "Telephone your household needs." This 
store opens Sunday 7 : 30 a.m. and closes 11 : 30 p.m. A good point to be made known at 
this season of the year. "Shopping by mail" receives attention also. We are repro- 
ducing a page of drug store advertisements. The Owl Drug Store, Kansas City, Mo., 
is of the cut-rate variety, yet in all of their announcements they preserve their dignity 
and create confidence in their integrity. 

In advertising a drug store the newspapers can easily be used to advantage when 
remedies carried in stock are being advertised by the wholesaler. Space of two lines 

could be bought under such advertisements, and an advertisement stating: " and 

for sale at Blanks." The drug manufacturers are great advertisers and provide 



the retail druggist with millions of dollars worth of advertising matter, samples, etc. 
These should all be used as advantageously as possible. Window displays are very 
valuable to the druggist. These should be timely and in season. 



CHAPTER XLVII 



FURNITURE 




OtR 

Parlor Familbre 

IS UNauRPAS5ED 

FOR ITS 
EXCBLLBNCe OP 

oesiON 

AND DURABILITY UP 
CONSTRUCTION 

factory, designed 



IN THE larger cities the furniture business has been taken out of the hands of the 
exclusive dealer almost entirely. The department stores all have large depart- 
ments where furniture is sold. Their largest competitors are the "credit" furniture 
firms who handle everything in household furniture from a tin pan to a parlor suit. These 
latter firms have absorbed a goodly portion of the ex- 
clusive hardware merchants trade in kitchen utensils, 
stoves, cutlery, etc. 

But in the smaller cities and larger towns there are 
still a large number of furniture houses who handle only 
furniture and carpets, rugs and draperies. It is for 
these this chapter is written. 

The exclusive dealer in furniture is usually a poor 
advertiser. He believes in advertising because he uses 
large space in the newspapers, but he does not appear 
to grasp the possibilities of the proper use of that space. 

The advertisement of Chas. F. Doll, Buffalo, N. Y., 
is a fair example of what the usual run of these advertise- 
ments are. There is usually a cut of some article of furniture, and it is not always an 
appropriate one either. The space is then used for the purpose of going over a lot of 
generalities that are old and time-worn. As a usual thing they ring in that old "chest- 
nut" about being made in their own factory. In these modern days people know that 
better and cheaper furniture, as well as other articles, are usually turned out by the 
largest factories and not by the smallest. 

"You may rest assured that you are getting the best at the lowest market price" does 
not convince these days. Contrast that statement with "Brass Bed, $22.00," the head- 
line appearing in Kaschenbach's, Wilkes-Barre, Pa., advertisement. Which statement 
is likely to be the more convincing.^ Which statement is likely to be remembered when 
furniture is wanted.^ 



I 



! quote you a minufacturer's price, and deliver 
to your home or pack and ship free of charee to your out-of- 
town le idence ; and you may rest assured that vou are eettine 
the Best at ,he Lowest market Price. 

Just at present we have a handsome assortment of daverb 
ports and suites, which will interest you. and an excellent show- 
tag of upholstery goods. 

CHAS. F. DOLL. 



FINE FURNITURE 

COR. WASHINGTON ANO MOHAWK STS. 



316 



HOW TO ADVERTISE A RETAIL STORE 



Kaschenbach's advertisement is a business bringer. The headline, illustration, 
description and price are all in accord. Brass beds are much in demand and when a 
furniture dealer comes out and says: 

"Here's an all-brass bed, it has two-inch posts, heavy filling rods and 
mounts; it is finished in genuine gold lacquer. The price is $22. Look 
at it for yourself. Don't you think it is a beauty.^" 

That is really what this advertisement says, although it is done in a more conservative 
manner. "Besides this we have an assortment of metal beds unequaled in variety. 




A PRETTY SmEBOARDJ 




quality and real value." That is a pretty strong statement to make but readers of adver- 
tisements take such announcements at their real value. 

The writer of this advertisement should have quit there or he should have made the 
balance of the announcement, concerning rugs, form another paragraph. 

P. H. Thompson, Lebanon, Pa., advertises sideboards in the old time-honored manner. 
This is altogether too wordy and after all there is rather little said: "A pretty sideboard 
makes a dining room attractive. We are offering special inducements this week in side- 
boards. $35 sideboards, $15." That is what 




As In other lines— so in Music Cabinets 
—our line is the most complete and beanti- 
ful in the city. We are going to move 
some of them this week to make room for 
the spring goods. Hero are a few indacc. 
mests to make them go. 

$7.00 Cabinets ^ ..$4. .50 

$9.00 Cabinets ....$6.00 

$12.50 Cabinets $8.25 

$1500 Cabinets : $11.50 



it means but it says so in a very long, 
roundabout way. Advertisements must be 
interestingly and entertainingly written or 
they get few readers. 

The advertisement of The Frank Pryor 
Furniture & Carpet House, Pueblo, Colo., is 
a much better advertisement than any of those 
previously mentioned. The introduction is 
good, at least the last part of it is. The usual 
statement, "Our line is the most complete and 
beautiful in the city," should be cut out. Such 
statements have no place in up-to-date ad- 
vertisements. If the furniture dealer should 
make an affidavit to that effect there would 
be more than half of the furniture buyers who 

would pay no attention to it at all but say, "I guess I'll look around anyway. So 

and So are advertising some very cheap lines, etc." 

"$7.00 Cabinets $4.50" 

This line is incomplete. It does not state what the cabinets are like. It is an induce- 
ment for the reader who is looking for a music cabinet to take the time to call and see 
them. But how about the thousands of women who are not just now looking for music 
cabinets but who have promised themselves one many times over.? Perhaps a price re- 
duction like this would make a few of them long for a music cabinet again. If a short and 
explicit description of the cabinet was given together with information regarding size, 



FRANK PRYOR FURNITURE & 

CARPET HOUSE Cor. nm >M SccohJ sis. 



FURNITURE 



317 



r' 






China j 

Closets i 






offer /or thgt day 



' get the t 



■ sp^cifil snje H. 



I 



$22.50 weathered onk chraa closets •. -. .$li3.50 

*2'?.50 golden ioak china closets, . . $32.50 

$30 00 quartered golden onk china closets.^ $23.25 

$30 00 weathered oak china closets .$33.50 

♦jo.OO golden quartercd.oak combination china closet 
and buffet .... ,. ....;, •..'..,... v$39.75 

Largest Line of Best Styles 
to Select From 




style, materials, finish, etc., it is more than likely that 
many who were not then ready to buy would make 
an extra effort to attend the sale and make a pur- 
chase. 

Robbins, Pratt & Robbins, Spokane, Wash., go a 
little further than the Pry or Furniture & Carpet 
Company in their advertisement of china closets. 
They tell what kind of china closets are being of- 
fered at the reduced prices. Even this description 
is rather meager. There are lots of things that can 
be told of china closets that prospective purchasers 
would like to know. The idea of advertising one line 
of goods at a time as exemplified in these advertise- 
ments is correct. It is the only way to make good. 
General advertisements usually lack the essentials 
of salesmanship that every advertisement should 
have. 

One of the leading features of modern furniture 
dealers' advertising is the "leader." This may be 
some cheap article or it may be a really meritorious 
article offered at a specially low price. The favor- 
ite leader with some of the credit home-furnishers is an article of kitchen ware that is 
offered at a fraction of the ordinary cost. A large number of these are offered for a 
certain day, or a certain hour in a certain day. This usually brings a crowd and among 
this crowd there are many who are induced to look around. Often immediate sales are 
made and very often new customers are made acquainted with the store and are in- 
duced to return and make purchases at some future time. 

L. Schoenfeld & Sons, Seattle, Wash., advertise a jardinier stand as a leader for 
Friday. One thousand of these ten-inch top, solid oak jardinier stands will be carried 
throughout the city, for none are delivered, no mail order or C. O. D. orders taken. These 
little bargains make talk about the store offering them as well as induce a large number 
of persons to enter the store perhaps for the first time. 

-,b. .s,..d.,j w.r" The furniture dealer should hold frequent special 

-^^^^^S^^ sales. These may be annual, semi-annual or occasional, 

; ""-^^^Sm^.-^^- ^ as the case may be. He, like all other merchants, is not 

an infallible judge of the public's fancy and makes un- 
wise purchases. These goods must be sold and it is usu- 
ally easier to sell this class of goods when there is a 
"hurrah! boys, get them sold" feeling in the store. The 
price must be cut in any case and it is well to let the pub- 
lic know that prices are being cut. 

The Williams & McAnulty Stores make an announce- 
ment of the starting of a sale of furniture. This adver- 
tisement is merely a preliminary announcement and it is 
therefore right to have it appear without prices. These 
should appear later in larger and even more glowing 
advertisements. The illustration in this advertisement 
is a good one and shows up a dining room well. 

May & Co., Columbus, Ohio, advertise iron beds and 
extension tables in an attractive manner. This is the 
proper method to pursue in advertising furniture. Each 
item is taken up separately, even if there should be a 
dozen that are being advertised at one time. In this 
case there are but two and any one interested in either 
of these articles would be sure to read the May & Co. 



-a Ahort but Importanl 



Friday special 



•tory told by a picture 




Standard Furniture Co. « 

IL^a Schoenfeld & Sons 

1006 to 1016 rirat Svenue 



IRON BED OUTFIT 

IncludlDg Iron Ocd. 
Spring and Mallrean 

SI.50 Cash. 75c a Wtek 




uiflt consl3t3 ot a handsome Iron Bed— exactly 
—a .<iew and pleasing design, made ' especially 
and rlffld and richly enameled: also good 




$17.50 



— 23S.24I IISBTII ■IGB STBCET— 



$69.51 



JOHNA.COLBY 

® SONS i^iBi*"'*'"^ 

1.48 to 154 Wabash Ave^ near Monroe 

Last Week 
Half-Yearly Sale 

"Yes," said a customer who hadn't learned the store, "I am. 
sutt we'll Sfe lovely furniture, I have heard of Colby furniture. 
But- it IS costly." 

Not a bit of it We bring to Chicigo the most beautiful things' 
we can find in the whole world, but our own designers digest these 
style hints and then conjure adaptations both correctly stylish and 
inexpensive. 

1866 

The shrewdest 
shopper in the fam- 
ily used to be dele- 
gated to do the shop- 
ping — now a child 
can safely do it 



1906 




Buy of-^he Maker 



rACTOKYi 4 «> *a Nonk I 




Ovr Third February Sale 

... Of High-Class ... 

Home Furniture 

Starts Thursday Morning, 

It will be the Greatest Value-Giving Furniture Sale that this vallfry has ever known'. .Every 
article is of First Quality and you have plenty of time and opportunity to carefully examine be- 
fore buying — an opportunity rarely afforded at some sales. Every article ^iiaranteed and th«' 
opportunity of changing any purchase cheerfully given if you desire. 

Wait for the Reliable Sale of Reliable Furniture 

The Williams & McAnulty Stores 

129 Wyoming: Avenue. 




IFUNTSpNEfURNITURE I 



Spring Showing 

Dining Room, Library and 
Room Fumiture. 



Bed 



TKe extensive facilities which we offer our pa- 
trons (or grouping furniture, and being a'ole to secure 
ihe correct impressions as to how fumiture will look 
when at home, before purc|iasing, is a feature at Flint's. 
The almost unlimited variety, designs, finishes 
I this Spring enable the most scrutinous connoisseur to 
be easily satisfied. Our construction is limited to 
"Flint Quality." 

iSpecia! designs prepared, upon request 

G^o C Fi-iNT Co 

•WEST 23^ STRBBT 



GAS AND ELECTRICITY 



319 



advertisement The advertisement is complete in all its details and is very attractively 
displayed. 

The California Furniture Co., Los Angeles, Cal., take advantage of the fact that many 
people buy furniture as Christmas gifts. The border of holly is so much reduced that 
it does not show up quite as well as it did in the original. There is one thing about this 
announcement that was forgotten and that was prices. There are a great many words 
there that might have been omitted leaving space enough for at least one particular offer- 
ing at a price that would be likely to attract holiday shoppers. The space taken up by 
this holly wreath might be considered by some as wasted, but it is not. If all advertisers 
should show the same amount of originality of display as is shown in this advertisement 
there would be more attractive advertising in all our newspapers. 

John A. Colby & Sons, Chicago, 111., handle high grade furniture. This firm has 
earned a reputation of being high-priced which they are trying to get rid of in this adver- 
tisement. The statements made there are rather on the short order and might have 
proved better had they been longer and more explanatory. As a whole it is an excellently 
displayed advertisement and worthy of any furniture house selling high grade goods. 

From New York we select an advertisement of Geo. C. Flint Co. This is an adver- 
tisement of "quality." Its value to this firm may be assured but it would prove valueless 
if used by many of the smaller firms in the smaller cities. And yet there is more of this 
style of advertising being done by small firms than by the larger ones. On the whole it is 
too general in tone. What people look for now is a direct business proposition. "I will 
sell you so and so for so much." That should be the story of the retailer's advertisement 
whether he sells furniture, shoes or groceries. 



CHAPTER XLVIII 



GAS AND ELECTRICITY 



FOR a good many years the advertising of gas and electric light companies was 
done almost entirely by personal solicitation. Once in so often the local man- 
ager would stir himself about and make a few personal visits, recommend the 
use of gas or electricity for lighting, take a few orders, draw his head into his shell and 
there keep it for months or years. 

If any new business came their way it was because it could go no other way. New 
buildings had to be lighted and they sought out the gas or electric light companies accord- 
ing to their preferences-. 

A little rivalry sprung up when the incandescent light was introduced, but it did not 
produce much advertising. That came later with the introduction of the new gas lamp. 
The use of the mantle in a gas lamp brought forth the present era of advertising among 
gas and electric light companies. Even then it was not 
the light companies who saw the possibilities of pub- 
licity, but the lamp manufacturers. They really 
started the ball rolling and it has been rolling ever 
since and like the snowball has been growing larger the 
longer it is rolled. 

The first advertising done by the gas and electric 
light companies was of a more or less general character. 
The advertisements consisted of mere business cards left 
standing sometimes for months at a time. 

When the gas companies began to handle gas 
lamps, gas fixtures, gas stoves, etc, advertising became 



YOU DON'T 
BUY ICE IN 
WINTER 

Because you don't need 

Jit then. Why keep a 
fire in your kitchen coal 
stove during hours when 
you've no use for it ? 
Besides being extrava- 
gant it heats the house unnecessarily. Vulcan 
Cas Ranges are used only when needed. That's 
why they are economical and otherwise desirable 
GET ONE. 
Connected Ready to Vse, SEVEN DOLLARS. 

BUFFALO GAS COMPANY : 

186-188 MAIN STREET, 




320 



HOW TO ADVERTISE A RETAIL STORE 



Be Up=to=Date 
And Get a 

GAS RANGE. 




Be Wise and GET IT NOW while 
Connections are Free, 

If you don't know that Gas 
is cheaper. FIND OUT. 

If You Do Know, Then Why Wait? 

Call at the office and see a 
Gas Range operated. 

SEE THE GAS CO. 



an absolute necessity, because they were then 
competing with hardware merchants, depart- 
ment stores, supply houses and others who 
were advertising. Competition compelled the 
old light companies to come forth and adver- 
tise. Advertising has helped to build many of 
these properties into immense corporations. 

Some of the advertising done by these com- 
panies to-day is on a par with much of the ad- 
vertising done by the country retailer a few 
years ago. Take the advertisement of the Buf- 
falo Gas Company. The cut is one of those 
old fashioned syndicate affairs which have 
been out of date for years. The headline is 
rather startling but misleading. It might even 
give the reader who is skimming over the pages 
an impression that the brave soldier is guarding 
an ice chest instead of a stove. 

"Be up-to-date and get a gas range." 
Thus starts the advertisement of The Bay City 
Gas Co., Bay City, Mich. Then the reader 
runs into a graveyard. Just a little private 
graveyard used by the gas company for its 
own private ends. Upon the stone so prominently shown is a representation of an old 
style wood stove. The inscription reads, "To the memory of the old-fashioned stove." 
If the subject wasn't sacred to 
some, gruesome to others, this 
might be mistaken for humor. 
The balance of the advertise- 
ment is about as bad. "If 
you don't know that gas is 
cheaper, find out." 

The Springfield Gas Light 
Co., Springfield, 111., have here 
an attractive advertisement 
and an attractive proposition. 
It is altogether too bad that 
they did not give more par- 
ticulars. Most persons want 
to get all the information 
they can about a proposition 
before investing their money. 

The advertisement of the 
Spokane Gas Co. is better in 
every way, but it has an unin- 
viting appearance. It looks 
very much like the trade jour- 
nal advertisements of a decade 
or two ago. An all-type ad- 
vertisement might have been 
used to better advantage. 

The Humphrey Gas Arc 
advertisement of the Spokane 

Falls Gas Light Co., is one of modern excellence. The lamp is illustrated, A shaded 
oval holds the advertisement together. The advertisement covers only one point but 




A COOL SNAP 

rOR A HOT SUMMKK. 

*1 cash secures this per- 



rges for range 
connections. 
No cliai-^cs for street 



Pay for fuel after it 'a 



GAS AND ELECTRICITY 



321 





GOOD GAS ADVERTISING 



that is an all -important one in lamps — amount of light it will give. The Humphrey 
people have done a lot of excellent advertising and there are few towns or cities that they 
have entered with their advertising that are not paying large tribute to them in the way 
of profits. 

The very best gas advertising that has ever come under our notice is that done by 
The Public Service Corporation of New Jersey, Newark, N. J. These are not only 
attractive and clever but they are sensible, pointed and educational. 



322 



HOW TO ADVERTISE A RETAIL STORE 




Palls 
AS 'Light 




Gas is not a commodity that anyone will buy. There are certain conditions that 
must be met before they can have any use for gas. The house must be piped before it 
can be used as light or fuel. Thousands of houses are piped for gas where the occupants 
only use it for lighting purposes. These are the ones that the gas company can find it 
profitable to advertise to. These are the ones that are to be induced to buy a gas stove 
and reap the benefits. Special lamps, such as the reading lamp, comes in for a consider- 
able amount of pubHcity. The gas water-heater has of late been strongly advertised. 



CHAPTER XLIX 



HARDWARE, PAINTS, ETC. 



OF ALL lines of retail trade there is perhaps less advertising done by the hardware 
merchant, in comparison with the amount of business he does, than by any 
other. This is not because it is a hard business to advertise. There can be 
none more easily advertised, for the variety of stocks carried makes the hardware 
store's merchandise interesting to all classes. 

The stocks usually carried consist of hardware, such as nails, screws, hooks and eyes, 
locks, bolts, hinges, and a hundred other small articles used in most homes. Then there 
is always a large assortment of tools used in almost all trades and by all mechanics. Cut- 
lery and plated silverware form a goodly department as do kitchen utensils in iron, tin, 
graniteware, wood, etc. Stoves and their usual accessories, the smaller farm implements, 
lawn mowers, etc., and sporting goods and recreation wares, such as hammocks, form 
no mean proportion of his stock. 

Besides this he keeps all classes of hardware and tools used by carpenters and builders 
and paints and brushes used by painters. His store is the center of attraction for these 
two trades as well as that of the farmer, the householder, the housewife and the boy whose 
amateur building operations not only require tools but material as well. 

With all these classes of goods there is no reason why the hardware merchant should 
not do more and better advertising than many other merchants who use space regularly. 



HARDWARE, PAINTS, ETC. 



323 



There are at least three phases of advertising the hardware merchant can use suc- 
cessfully. He can advertise to builders and painters, for they use his products in 
wholesale quantities. He can advertise to the housewife because he handles so many 
lines of goods that are essential to her comfort in the home. He can advertise to the 
men because he handles all kinds of sporting goods from an air gun for the boy to a 
repeating rifle for the sportiest man. He carries hammocks for the home and fishing 
tackle for the river side. Why, then, do not hardware merchants do more advertising.^ 

One class of advertising that is done to a greater or less extent is represented in the 
advertisement of Johnston's Hardware Store, clipped from a country paper: 

HEADQUARTERS 

FOR 

Nails, screws, locks, bolts, etc. 

Screen doors, window screens, etc. 
Paints, varnishes, stains, etc. 

Cow bells, cow chains, ropes, etc. 
Builders' tools, paints and brushes, 

Graniteware, tinware, iron and wooden ware, 
Stoves, pipes, zincs, kitchen utensils. 

Cutlery, penknives, scissors, etc. 
In fact everything that a good hardware store should carry will be found 
at lowest prices at 

JOHNSTON'S HARDWARE STORE 



While such an advertisement may be better than none it is merely a catalogue or list 
of goods. As such it may attract the attention of someone who requires one of the articles 
mentioned and tell where it may be found. But there is no other information given 
whatever. 

The advertisement of Geo. M. Harris, Buffalo, N. Y., is worthy of some four by nine 
country store, yet we find this firm occupies two stores in a large city. The advertisement 
is usually a pretty good representation of what the store will be, but in this case it cannot 
be so. The idea of advertising lawn mowers separately is a good one. The text of this 
little advertisement is good except that it should have 
read "higher grade mowers if you prefer them," in- 
stead of "high grade." This was an admission that 
the $2.50 article was not high grade, in spite of the fact 
^^ that it was offered as a fine mower. 

Hi fishermen But the cut! Who ever would think 
^E §r;r5nri ^^ ^^y^'^g knives, razors or scissors for 
" "" "' "" "" ""' the purpose of cutting the grass .^ In 

this selection of an illustration we find 

a phase of advertising that is only too 

common. The advertiser evidently 

believes in the use of cuts. He wants 

to use one. If he has not got one of 

lawn mowers he uses one of razors. 

It is not only ridiculous but it is bad 
advertising. A man may require a razor and be attracted by the cut of the razor to the 
advertisement only to read about lawn mowers. This is likely to give him a poor opinion 
of the store that advertises so carelessly. 

In the same manner a man attracted by the prominent words of the headline, "Lawn 
Mower, $2.50," upon seeing the cut may think the printer made a mistake or that the 
hardware merchant is playing some kind of a practical joke. The cut and text should be 
consistent, or one, or the other should be omitted. 





'KOnlyGfEiAaihe 

Cold Blast laflterns 

Because i iantem h tMrked "C«ld 
Blast,"- it is. not the Genuine uhle»' ' 
marked Ham's (^Id Blast. The C 
T.Ham Mfg. Co. are the originators . 
of the fam<«is cold blast principle— 
the others are cold_ blast in name 
only. To get the Genuine Cold Blast 
Lantern and be sure of it come to 
Avery's. The price is no higher than 
the other sort, when you consider 
the service and light obtained from 
Ham lanterns. Price $i .00. 



A. H. AVERY, SON (Si, CO.. 

Wholesata and Retail Dealers. 
SEVEN 50UTH MAIN STREET. 



324 



HOW TO ADVERTISE A RETAIL STORE 



A. H. Avery, Son & Co., Gloversville, N. Y., uses a very good advertisement. This 
is reduced from five inches double column and advertises but one thing — lanterns. This 
advertisement will sell lanterns because every man interested must read such an advertise- 
ment. It is also calculated to create a demand for lanterns. This is the kind of adver- 
tising that should be done by hardware merchants. They should take the most season- 
able article they have and advertise it separately, singly and alone. The direct sales from 
such advertisements are large and lead to sales of other articles carried by the dealer 
as well. 

Shannon, Philadelphia, Pa., advertises sporting goods in the right way. He does not 
try to tell all about everything he carries from a baseball to a shotgun, but takes one thing 
at a time. He now advertises to bass fishermen. At another time he will advertise to 
baseball cranks, to physical culture enthusiasts, to hunters, etc. The illustration is good 
and will attract the keen eye of the sportsman if the headline does not. 




How do YOU spell 
it? With a C or a K? 
CalsomineorKalsomine? 
Better look in the book 
and see. Makes no dif- 
ference to us. We'll sell 
you either one. What we 
sell you will be right. 
Don't foreet h o w to 
SPELL Kalsomine. Don't 
forget we SELL Calso- 
mine 

The Lawrence Paint Co. 

115 Court St., 
Binciumtoa, N. T. 



StMn on That 
CeUing? 

Roof Leaked ? 

Water Soaked 
Through? 

' keed Calsomlne don't you' 
Well, then coll on us righi 
away. We won't say itiat 
water won't leak tnrough 
our Calsomlne. But you'll 
forget that water evrr dM 
leak through your celllnr- 
Then fix the roof 

The Lawrence Paint Co. 

lis Court St., 
BiDgbamtea, N. T. 





IT WILL SURPRISE YOU 
to see hiw fine t 

Lawn fbyfti 

ve offer you for 

$2.50 



Also High Grade Mowers 
If yon prefer them. 

GEO. n. HARRIS. 

HARDWARE 



Mrn's belts. 

1350 of grain leather— 
black and tan. 

Regular 7oc. belts. 
50 cents. 

Men's handkerchiefs. 

7000 of the identical Irish 
linen used in our regular 25q. 
handkerchiefs — but import- 
ing in thepiece and hemming 
here saves duty. 

2 for 25 cents. 

Rogers, Piet*& CoMPAvr. 

Tbite Eroidway Stores. 
3JS 84J 1260 



IJUlSl. 



}2dSt. 




Boys' underwear. 

.2000 pieces of fine cotton 
gauze — regular 50c. quality. 

Shirts — half sleeves and 
athletic. 

Drawers — ankle length, 
knee length, pantalets. 

35c.; 3 garments for $1. 

Everything else men" and 
boy.s wear. 

RpOERS, PelT &. COMPANV. 

Three Broadway Stores. 

258 842 1260 

oppoflle reit oppojilo 

at; H>U. Uaioo Sqstr*. GieelejS^uir* 



Paints and brushes form no small part of the hardware merchant's business. Ready 
mixed paints are used in surprisingly large quantities, though usually purchased in very 
sTiall tins. Many of the manufacturers of these ready mixed paints advertise to the 
(onsuraer for tlie benefit of the dealer or furnish electrotypes for use by the retailer. 
There is just one thing that might make an improvement in these advertisements and 
that is price. The prices of most colors are the same and if the price for different size 
tins were given the advertisement would be very much stronger. 

The Lawrence Paint Co., Binghamton, N. Y., use Sherwin-Williams cuts very attrac- 
tively to advertise calsomine. The first advertisement is inclined to be funny and is least 
likely to prove of any advertising value. The second is a good one and timely in a great 
many cases. 



HABERDASHERY 



325 



CHAPTER L 



HABERDASHERY 



THE haberdasher who advertises usually advertises well. Unfortunately there 
are thousands of haberdashers who never use newspaper space. Many of these 
depend upon their windows for publicity. The window is good but there is no 
reason why the haberdasher should not supplement his windows by using newspaper 
space. In the large cities where space is expensive there is some excuse for this state of 
affairs, yet in spite of the expense, the haberdasher who advertises in the newspapers 
prospers exceeding well. 

It is not necessary to use large spaces for small spaces will bring good results. Small 
spaces can be utilized for impressing upon the reading public the quality and price of 
some one particular article. This idea can be carried out the year around with very sat- 
isfactory results. 

The ease with which an article of haberdashery can be illustrated makes it easier to 
advertise effectively in small spaces. Rogers, Peet & Co., of New York City, are always 
pointed out as good advertisers using small 
spaces. Their advertisements usually occupy 
from four to six inches single column, although 
this is varied by the use of double space on 
occasions. When this is done the single column 
idea is carried out as shown in the advertise- 
ment reproduced. 

This advertising has been successful, not 
because of its peculiar style, not because of the 
semi-humorous illustrations, not because of the 
short, scrappy 
sentences, but 
in spite of 
these. The 
illustration no 
doubt attracts 
attention to the 
advertisement ; 
a good head- 
line would 
probably do the 
same. The 
style of the ad- 
vertisement has 
become in a 

manner a trade mark for the store's advertising. As such it has its greatest value. Per- 
sons acquainted with the style of the advertisement recognize it without dijfficulty and if 
Rogers, Peet & Co. should insert one of these advertisements in the New York papers 
without their name attached thousands of readers familiar with this store's particular 
style of advertising, would hardly notice the omission. 

Saks & Co., New York, also use a style of advertisement peculiar to themselves. 
This style they have adopted and follow in both large and small advertisements. It is 
altogether different in style from the Rogers, Peet & Co. advertisements and in many 
cases is a decided improvement upon them. They use the trade-mark appearing in the 
upper left-hand corner of the advertisement shown here very freely. 



/^J\/fo-Measure Shirts for Men 

f»We are bent on making shirts to the 
■"■' measure of men who are exacting. 
Upon that basis we have organized 
our shirt business. Two of iho clever- 
est designers of whom we know are 
with us: so are shirt tailors who have the capacity 
for work of the very highest character. For the 
perfect fit of the shirts we pledge ourselves. 
Our fabrics are all imported— Scotch Madras and 
Cheviot in various weaves, French Percale and 
English Flannels in white and a complete series of 
the new spring shades and colors. 



...$3.50 
....3.50 
....4.25 



Plnhi Bosom Negligee Shirt, 

Stiff Bosom Shirts 

Negligee Shirts with siJ^ plaits"..'.., 

""is N.«w Neghgec Shirt of Madras with soft detached 
French turnover cuffs, plain bosoiti, $4.C0 

4.50 
6.50 



Plaited Bosom, 

Qf English Flannel.'plain bgsotr 



0aks $c Olompatta 

Rtondway, 33d 10 j^ih S'reel. • , 




Thjfe Initial American Presentation 
(with apologies to our Foreigi^ Relations) 

\relvet Scarfs for Men 

It is only once In a great while, that something really new 
IS done. Velvet Scarfs are something absolutely and 
radically ney. ' 

Rich, lustrous velvet scarfs in the prevailing style four-in- 
hand. Sixteen different shades in colorings that only the 
soft pile, and 'exquisite texture of velvet ca;i bring out. 

WM. VOGEL & SON 

Broadway Houston Street 



326 



HOW TO ADVERTISE A RETAIL STORE 



Wm. Vogel & Son, also New York City, always use a style that is distinctive. This 
style is not as closely adhered to as is that of Rogers, Peet & Co. This advertisement 
shows how quickly the larger haberdashers take hold of anything new and push it. Velvet 
scarfs for men are merely a fad but when sold by a firm having the reputation of this 
one they are made one of the new styles that are "proper to wear." If this firm sanctions 
and recommends an article, there are enough of their customers who will purchase them 
to make them "the vogue." 

The Hub, Chicago, 111., in their advertisement do not state any reason why these $1.00, 
$1.25 and $1.50 shirts are to be sold at sixty-nine cents. In place of that they say, "but 
we propose to clear them away at sixty-nine cents." There is a note of desperation here, 
as if they did not want to do it but were forced to by circumstances not stated. Here the 
description of the shirts is perhaps a little too elaborate. Most men will not know what 
"bi-metalHc laundered" means. "High-class town-made" is a high sounding phrase. 
This might have attracted attention, however. The display of this advertisement is good. 
The name-plate appearing at the top of an advertisement dwarfs the headline. This 
style of make-up does not detract from a large advertisement, but it certainly does from 

a single column advertisement. 

The G. D. Scott Co., Ltd., Nanani- 

mo, B. C, Canada, advertisement is 

attractively displayed. The headline 

tells the story of the articles advertised 



HDE 



THE* 

HtNiVA' c. vy-rvoTs 

GREAT SALE OF 
' Men s Laundered 
i WKite Shirts 

at 69c 



S^lEGINNING toi.y 
y tity ot McJ, K.vt,. 

class to^-n-m^rdc sod 
li-iDCtaUlc huncVrcJ v.!,;t<; 

liilr tt: customiry pncs 
Stylo are open-front, open 
bick. op«n froDt and back 
an J tl>e popjar coat Jesijni 
in plaited and plain bosomi 
TileM ibirti bare gold reg- 
ularly ot $1.00. $1.25 and 
J1.50. but ■ 
propofC to cl< 
tbem away 

Tbe bert of men . $3 50 
and $4.00 box calf. veloi;r 
c-.U and patent l,d ,boe. 

•.:•"':•'" $2.45 



69( 



Th. H.ft. .il 



Special Sale of 
Men's Fine Furnishings 

(Vay Below Beonlar Prlces-and.Good 

y r IS ASTON ISH ING «ilh what alacrily .nj 
unanimity New YoHiers tespond lo o«r an- 



New Ascot and Other Ties 1 



■; kepi 



folk on the rein even 




end offeri ngs of 



Ttue C3-. 3D. Scott Co., 3:-td. 



CASH CLOTHDULS- 



Ncglla« Shirts, 


Taultless" Palamas. 


Ir> jJI New Yo.li $1.30. 


$1.50 and $2.00 qu^Iitiel. 


Tan. OxforJ. fuliioniUe 


The muiulaclurer.. h.J 


len». eu«. cached. .11 »1 


1.200 .uil.hedidn-| want 


We did. "faulllru-Paja. 


Jeeve lengUu. even to 37 




behe. 


are K«ce. Man, hand- S| 
«.me pallein. * 


SUk 4-lD-Hand Starts. 


•50c uid 75c valuei. 


Men's Silk Suspenders. 


TKe «o.y-. loo long. . 
Enougk 10 »y thai the ^_ 
C.a«.l. .re made ci Jt«,n 25c 
end nib. ou< regular 50c * - 
♦nd75c.»i. SpeciJ 

A Great Wlilfe Sblrt. 




end>. pit. ca!|.o9. M.ny 

nch p.tleno.one.nd two as. 

p.,r.ofalmdonly .. ^5* 

Crepe de Sanle Under. 


Aciu.l V.lut $1.50. 


Made in Swiuerland. 


W)ule C.mbnc or Wh,le 


. Alw,y>$l.50. 


c^Jl?'^i.rff.„'^»e- »I 


Shirl> only, hall >leeve>. 


open. cool, and never lold Bfi' 

(» 1". ih,n $1.50 5h!« 


len*b.«.37»ch« 


•»1e Wbolc sliop teems «l|b bargailrn;. 


^mith Gray $l C04 


THREE STORES ' 


. BROADWAY AT 31ST ST.. NEW YORK. 




ADWAY AT BtDFORD AV,. B'KWN. 



and the name of the firm tells where they can be purchased. These are the only heavy 
display lines in the advertisement and they are not very heavy. By the use of rule bor- 
ders they are made to stand out prominently and yet occupy very little space. The 
illustration is one of those good stock cuts furnished haberdashers at a small cost by 
engraving concerns specializing in that kind of illu.stration. 

The introduction is newsy. It is just as if the clerk behind the counter was addressing 
you and saying, "Here's the latest things just arrived from the East. You've been wait- 
ing some time now for something new. Just step up; here's your chance, etc." 

Smith, Gray & Co., New York, throw bouquets at their own advertising. It is good 
and deserves all they say about it. Straightforward facts as interestingly told as here 
must draw custom to a store. Not only are the items interestingly described but they are 
under-priced also. This is a combination that always attracts. Smith, Gray & Co. 
have here a good advertisement, barring the flowers. Modesty should have dictated some 
other reason for the store's run of good business. Why not come out flat footed and say the 
goods are so good that the people buy them in double quantities. Perhaps the advertise- 
ment-writer was too modest for that and chose the lesser evil. 

The May Co., Cleveland, Ohio, is a type of advertising that is pervading the larger 



HABERDASHERY 



327 



cities. Special sales of this, special sales of that, until one must imagine that they are 
buying everything below cost. Where does the retailer get his profit from any way? 
However, this is an excellent advertisement of its kind. The sale name is good, "Crash 
Sale." It suggests a crash in prices. The display is good and the illustration is good 
and there can be little doubt but that the advertisement made good for The May Co. 

Brokaw Brothers, New York, use a style of their own. It is rather on the black order 
but as no illustrations are used something of that style is necessary to give the eye a resting 
place when it is roving over a newspaper page. The announcement itself is plain, there 
is no gush or flippancy. It gets down to business at once and is business-like from start 
to finish. 

Reynolds, Gloversville, N. Y., runs rather heavy on illustrations. In the advertise- 
ment reproduced here fully two-thirds of the space is taken up with the cut. But is the 
space wasted.^ It is not, and then again it is. Good illustrations deserve all the space 
necessary, but an illustration occupying a little less room would have been quite as useful 
and efl^ective. If there was any method of compressing or expanding a cut so that it could 
be made to fit a large or small space as occasion demands the advertiser would be in 
clover. 

The text of this advertisement is too compact. With this cut Reynolds should have 
used at least another column's width of space and then he would have had room for his 




mm 

BROTHERS 

GSUMJSISB MEARDT HAIf A OimW 



PVERY «tyU of 
Clove or Scarf 
tuigestive of Spring and 
comfort u to be seen 
in our Haberdastery 
Department. 

tn Gloves— tan «t»cles 
and grays in the best pro- 
ductioaa of foreigo jnd 
domestic makers, rantfing 

from $1.50 to $2.50. 

In Neetweai — every approved 

stape in a variety of entirely new 

snades and figure effects, 50e. to 

$2.00. «, 

Sabway Statloa la*t at oardaa>. 



AST8R HACE AND FOUETH AVENUE- 




Cravats. 

Most young 

lar about their 
neckdress and to 
them we devote 
much of our 
time. Results 
have proven our 
supremacy i n 
this line. Select 
assortment — 
newest shades 
and patterns, su- 
perior quality. 
Every wanted 
shape is here. 
50C to $1 00. 

Shirts 

Exclusivene s s 
of pattern and 
superior quality, 
excellent fit — de- 
scribe our varie- 
ty of soft and 
laundered bosom 
' shirts for men. 
$1 to $2. 
REYNOLDS 



usual firm name, Reynolds' "Toggery Shop," and his address which, owing to lack of 
space, had to be omitted. 

Reiman's, Pittsburg, Pa., advertise neckties at half price in a rather vague manner. 
They say, "To-morrow you can buy two swell two and one-half inch Four-in-hands for 
the usual price of one. These ties are mostly in dark patterns of Rum Chunda silks. 
Very special at twenty-five cents." The man who expected two ties for a quarter and 
went to Reiman's got fooled, that is all. 

This small advertisement is one of a good many good ones that Reiman's advertising 
campaign is composed of. They are usually bright and interesting. This one is excel- 
lently displayed. 

Siegel Bros., Los Angeles, Cal., use a very attractive border and a good illustration 
to tell us an old, old story. This same style of expression has been used until it is thread- 
bare. Why not try something more snappy and impressive .^ Unless a firm keeps an 
eye upon the market for new things they must soon go out of business. The advertise- 
ment should not consist of an announcement of this fact but should tell all about the new 
things that have been discovered. If a new style collar is found say so. If it's a new color 
in shirts, say so. But don't tell people you are always looking and expect them to drop 



OUR HATS bav^ an air 

of betterness and style 

yon don't £nd elsewhere. 

Smart Dtrbys 

at 1.90. 

Fifty Spring 
shapes la 
black and 
covert brown, 

Bats of the same 
quality are sold 
elsewhere at 3,00. 

Clear Nutria Hat, 2.75, 

In Every New Spring Style. 
Nutria is tbe best Fur used in 
>. hatting;, the value Is •4.00. 

SIHc Opera Hats, 3.90 
Middlemen's Profits Saved 






Spring 
Underwear 
Direct from 

the Mill 

at a Big: 

Saving. 
Medium Weight Merino, ?5c 

Worth 1.25, White ahd Natural 
Colors. 

"Stuttgarter" Wool, 1.4^ 

Ughtweigbt Shirts or Drawers. 

Union Suits, 98c, I. SO. 2.50 

Perfect-fitting; Balbrlggan. 

ISc Linen Collars, lOc 




Comfort for Flat Feet. 

3AQ 1 Bunion Lasts, Sup- 
»VO I porting; Arch Shoes 
Worth 7.00 ) and Solt Toe Shoes. 
4.00 Oxfords at 2.39. 
Five Hundred Pairs.' 



n 



1.00 white 

Dress Shirts 

.t^pc 

rv/de Unen 
hoBoms, in *fT 
I e a at ba of 
eleeve. 

Madras Shirts 
Pleated Bosoms 

« I.IO 

Worth 2.00 

Underwefi'r Chances 

At 1.98, Silk an(t Wool, worth 4.00 

" 89C, Heavy Balhrjgffan, " 1.25 

•• 1.49, Australian Wool, ** 2.25 

1.00 Pajamas at 69c 




French flannel Shirts 
with collars 

attached is 
fashion's new- 
est novelty, 
with safety 
pins to "^'eep 
collar in 
shape 

at 1.98, worth 3.00 

In Stunning; New P 3 1 1 e r n s for 
Spring. 

2.25 Flannel Shirts 1.49 

Imported flannels with neck' 
bands. 

Time for medium weight 
Underwear 

1.25 Merino at .75 

White and Natural Shirts or 
Drawers. 

4.00 Silk and Wool 1.98 




An Importer's over-stock ol 
fine half hose In great quan- 
tities. 

Fine Lisio 
Thread Sox 

"* 35c., 



at 19c. 



Embroidered stripes, neat flgui^es 
and plain colors, In mercerized cot- 
ton and floe lisle threads. 

Fine Underwear at veVy 
little prices 

from Cartwrlght ik Wai^ > 
ner. Medium weight white f Af\ 
wool regular 4.00 Shirts \ I ,4y 
or Drawers, j 

.50 Heavy Cotton, 79c. 

BlM rfbbol iMlbrInn ebbt. or Dr»w»rc) 

1.50 Light Weight Wool, 
98c. 

Natnral color Shlrt» or Drawer*. 

1.50 Walking Gloves, 
98c. 



A little of everythinfi in 
fine Underwear at cut 
prices. 

1.00 Wool Undershirlj, 69c. 
Heavy Balbrlggan, 79c. 
Wright's Fleeced at 98c. 

Shirts or 1 riwers worth I. SO. 

3.00White.'\lerlnoat 1.49 
4.00 Silk & Wool at 1.98 

ThisSplendld 
Glove af98c 

Alado of liaported 

skins, sllkstitched. 

Such a glove 

\ elsewhere would 

^,^ ^ cost i.50. 

1.00 White Dress Shi^t^ 69c. 

Extra wide bosanu, all lengths In 
sleeve. 

Fancy Shirts, 85c. 




iSliSIS* 




1.00 Domet Pajamas. 69c 

February VadeTwenT Bargains. 

Fine Australian "Wool, I.4ft 
Nothing like itany where elsetor 3.00 

3.00 White Merino at 1.49 
4.00 Silk & Wool at 1.98 
Wright's Fleeced at 98c 

Shirts or Drawers, worth !. 50 

Gloves. 

SOc Wool Gloves at 25c, 

6.00 Fur Lined Qloves, d.9S 

Fancy Shirts, 8Sc 

A little lot of French Percales, 
stiff bosona, cuffs attached or 
separ ate. 

5.00 Oxfords at 2.97. 

French (Calfskin, 
Blucher Tops, new 
Flat Lasts, 

Straight 

Dipped Toe 

Military 

Heels. 

4.00 Sample Shoes 2.39. 

Blucher Oxfords, Patent Coltskin 
— all sbapei, military heel*, all sixes, 

6.00 Pat. Leathers, 3.49- 

with Shoe Trees FREB. 
On the new swing last with dip 
toe and military heel. 




Why pay 
3.50 elsewhere? 

Patent Leathers, 3.49 

£«>-« Of Button, 6.00 Valaes, 
With Shoe Trees Free. 




Swell Vests lor Spring 



2.49 



At 

Worth 5.00 
Flannels, plain 
and fancy Wor- 
sted and Mer- 
cerized Cloth. 
White Dress 
Vesta 

At 2.49. 

Custetncut, 
Custom fit. 

Spring Walking Gloves 
At 98c., worth 1.50. 

silk stitched. In Mjfht oak Tans. 




Why Pay $3.50 Elsfewhere? 

A Swell 

Button Shoe, 

2.97 

Black Calf, 




VUt tsBt, 

dtp toe 
andtill 

tiie 
newoat 

spring toncbea ia tbe design. 
Scientific Shoe Specialties. 
Shoes for Flat Feet, 3,98 

With Steel Supporting Arch. 

Soft Toe Shoes, 3.98. 
Bunion Shoes, 3.98. 

Sold Elsewhere at 7.00 to 10.00. 
For Fall Dreas, , 

Welt Pumps, 3.98, 4.98. 

Bench Mode on Flat Curtom Laits< 
Dull Calf and Patent Leather. 



HABERDASHERY 



329 




Four-!n-hand Is worth two to 
thebiMh— 

In other words, to-morrow 
you can buy two swell 2^ in. 
Four-in-hands for the usual 
price of one. 

These Tim are mostly in dark 
pattenu of Rum Chunda 
SDks. V«7 Special at 

25c. 



ELEVEHTH AND PENN 





Monday's Money-Saving^ Specials 

In Kansas Clty'j Most PopuJtr Furnlsbln^ Goods, Departfflent 
••ECLIPSE" $150 SUIRTS. 95c 

Eighty dozen EcHps^. plafttd and 
plain bosom high gradtt Sh&la with 
cufls attached and detrfcfaed; sleeve 
lengths— you know thtt tcand— they 
every way to kind 
te^L50an4$?.00for 



in every once in a while to see what you have found. Tell them what you have and they'll 
come for it. 

In most of the advertisements reproduced here the "single item at a time" idea has 
prevailed. This is the best kind of advertising to use as long as it is done continuously. 
There are occasions, however, when the haberdasher wants to make a "splurge." He 

may have his new stocks 

in, or it may be a special 

clearing sale he is ex- 
ploiting. In this case he 

desires to advertise a 

number of different lines 

at the same time. He 

usually secures extra 

space and groups the 

lines together in much 

the same style as that 

used by The Palace 

Clothing Co., Kansas 

City, Mo. This adver- 
tisement is reproduced 

from an original eleven 
and one-half inches double column. It is altogether too 
crowded to be very attractive, yet no doubt thousands 
read it. 

Every bit of white space has been crowded out, even 
the ears at the ends of the name plate are utilized. This 
is a typical advertisement of many department and 
clothing stores. They crowd everything possible into 
their advertisements. That this style of advertising pays 
cannot be doubted. The very look of the thing suggests 
low prices. There is hardly anything gained as far as 
prominence goes by having so many lines underscored. It 
rather detracts from its value as it is rendered less legible. 
By eliminating the underscoring and using a larger size of 
type the first part of this advertisement would have been 
greatly improved. 

The full-page reproduction of Kennedy's, New York City, advertisements gives one 
a good idea of their whole advertising campaign. A collection of advertisements of a 
single firm often teaches us more about how to advertise than a collection of advertise- 
ments of different firms. 

The tendency of all of these advertisements is towards the same style of make-up. 
It is noteworthy that each advertisement is completed and laid out and the necessary 
space purchased for it. This is often more advantageous than having a settled space to 
fill and then filling it, sometimes crowding it and sometimes not having enough matter 
to fill it. 

There is no unnecessary talk in any of these advertisements — just a plain statement, 
often no introduction at all. When one comes to think of it there is often no necessity for 
introductions in small advertisements like these. Any haberdasher can follow this style 
very profitably if he will only persist long enough to establish this style of make-up as 
his own. 




fi^t:;in 


"."mor;".-;?. 


'it^^S 


^.7i*.'i..« . 








■ 68c tX 




fe^l^ 


|iS«:- 


MM 


s}T.;Fz' 


""«c 


£^^Ea'--"'^':^" 


-}^ 



|a~"gSc b^"^J 



>?#<, 



330 



HOW TO ADVERTISE A RETAIL STORE 



NICK AMSTER. 



Hat Opening 
This Week. 

The Stetson. 
The Guyer, 
Tlie Imperial, 
The Roloef. 
Nick Amster Special 
The Nick Amster's 
Own Make. 



Th. DooUp H.I, FJI oi 1905, 
lb< •Und.til h.t ol ih< «ccU. 
Stili u>d loli, «S. 




The New Stetson 




CHAPTER LI 

HATS AND CAPS 

ALL men and boys wear hats. Hats are a com- 
/-\ modity of every day consumption and should 
be continuously advertised. Of late years there 
have sprung up in our larger cities a large number of 
hat stores where hats are handled exclusively. Such 
stores should advertise continuously. They must adver- 
tise in the selling season to hold their trade and they 
should advertise in the "oif " seasons to get more trade. 

The bulk of the hat advertising is done by men's 
furnishers and department stores having hat depart- 
ments, but such advertising is what can safely be 
called seasonable advertising. They advertise only at 
the time when there is a recognized call for new hats. 
These seasons are short and are practically only three in 
number, viz., spring and fall for felt hats and summer for 
straws. This sort of advertising has educated men to 
buy at regular seasons, crowding the selling each season 
into a very few weeks. 

iNIost men do not have as many hats as they ought 
to have. A great many of them have only one, which 
they wear continuously until it is shabby, when they 
purchase another. A man should have at least one stiff 
hat, one soft hat, and a cap in his wardrobe at all times, 
with a straw hat or linen hat added for hot weather wear. 




Nick^Amsfer Special 







NICK A«JSTE« S OWN HUU 



We »re alto ihowlnf a 
luUUuat Sim and ll. 



In High Clpada H.la 


KNOX 


Laada tho WorM 


And »« t^fttKOI Knot hero 


TheC.9I.H«dd«n 

Hat, 
$1.50 and $2.00 



A silk hat and an opera hat might be added to this list 
for those in better circumstances and who pose as good 
dressers. 

It should be the aim of all hatters to bring about 
this extra consumption of hats and it can only be done 
by continuous advertising. 

"We selected the right styles this season," is a state- 
ment, made by a hatter, that conveys a double meaning. 
It might mean that last season he made a mistake and 
did not have the right styles. It might mean that it is 
all a gamble this selecting of styles. This statement 
weakens the general impression that an advertisement 
should give the reader. Had he said, "The styles 
shown this season have proven so popular with our cus- 
tomers that we have had to send in duplicate orders 
every week," it might have been more convincing. 

Hat advertisers, as a whole, have not yet taken 
hold of a form of advertising that should prove very 
effective. They have not gone into the details of the 
quahties of the materials used in the make-up of a hat. 
Very rarely will you find a good advertisement along this line, and yet it should prove 
one of the best lines of argument to use. Style of course is paramount in the selection 
of a hat. It must be made on the latest and most approved "block" or it will not sell 
in any quantities, but "value" should be a consideration worth exploiting. 

Bergerman, Puel)lo, Colo., and Nick Amster, Worcester, Ohio, make their fall 



RERGERMANS 

fIFlH 



Fall Styles In 



HATS 



An Entire New 
Stook 




Imperial, $3 



P..rl.. Wj ar. Putlilo «j'nl. 

'Th» Celebrated 

Jno. B. 
Stetson Hat 

. W» (how In lU tbB l.lBSl 
th.i]» .nd blocks botb ion 



STAPLES ARE PARTICO- 
LAKLV WELL REPRE 
SENTED . AND EVERY 
HAT IS A NEW HAT Tbe 




The Wilson 
$2.00 Derby 




Qpcniiia today of 

Men's tnd Boys* 

STRAWS 



MILAN BRAID 
SPUT STRAW 

MANILAS 
Jivas and Leflhom* 

IB All tb« LstMt strlvf 

$0.45 $o.rs »1.00 

9I.SS $1.50 $2.00 
$2^ 



Ooenlntf today of 

Men's and Boy** 

STRAWS 



Th« KlB<) that roQ'U ll)ie and 



$3.50 «5.00 $5.50 
$6.00 $7.50 



1113 and 1115 Main St. 



store Closes at 3:30 P. M. 



Men's Straw Hats 

Ready at WANAMAKEWS 

We have already had a t«ste of July weatjier Straw hirt 
lime is here, aad the men who wish to be right in the matter of 
looks as well &g comfort will be glad to know that the complete 
Summer Rhowintr of Straw H-itg is now on view Our new Hnt 
Stort has provided a very much largei- acock than we nave ever 
shown in the past. 

. This i» to be a season When individual taste may make its 
own selection. The strai{^ht-brim hats are here* as before, but 
here ace also the pencil curl Mackmswa. the turn-down Macki 
naws and raoaiiias, and pra«ticaMy every styli that has been 
jfofiMiae in tho past. 

All Wansmaiicer Straw Hats, from 42 up, are band-made, and 
wbeo tke bat i> »o stami>ed we guarantee, that it staads for th.- 

The )|ic«tehes below were made direct from the hats, and give 
iitfii \it»t of tte various models : 




The Split Straw Sailor . 

tl.M. «2. $2.10. $1, $4 and $S 

1 Crowni ar« «ilshily higher ihU 
r«ar and brlma sllgrhtly narrowt^ 




The Sennit Straw' Sailor 

SI.SO. *2, S2.iaaatf $3 

■pltt^hlcbw 




Mackinaw — Pencil Curl 

)I.SO. (2. $2.50 and $3 

llackittnat tftll be ffrfofly worn thin 



Mackinaw— Round Curl 

$1,10, $2. $2.10 and $3 

Basllr 




Panamas, $S to $ 18 

Both Uleecoped and square crow 
jw. aa we contracted for thMe t 



Fancy Bands\ SOc 

Ult to be a rrut fancy baai aei 
son and we wUI put tlieee bands t 



over the black 

wtlU . " 

Main *floor. WanamaJier BullJIng. 



JOHN WANAMAKER 



tighth to Teath Street*.* 





THE, OPENING 
OF THE STRAWS 



AND PANAMAS 




Tomorrow, for the firat time ♦his season, we shall display the most compl'te. the mott 
varied, the largest and most carefull; selected stock of Men's and Boys' Straw and Panaiaa 
Hats ever opened up is this city, including the fine, finer and finest grades, in all the ahapea aad 
braids approved of fashion— and at prices which, by oomparison with those of other atoret, em- 
phasi« onr aclmowledged leadership in this line. 



MEWS GENUINE PANAMA HATS. 

in creflse, pinch, aquare and tele- 

of crowo and britn at 

$5.00. $6.00 $7.00. 
-$8.00. $9.00. $10- 

— mvii — 

WWch mnnB • uviog of from fl.W 



017K UEirS fl.OO STRAW HATS— We h«ve mfldo 
I his gTHde (amouB by mi«pproacha,bl« values. This 

.lava and Msckioaw braidt, io tJI the 
and popular ehapfs- 
11.50 Straws of other 







\%\M 




Boys% Youths' and 
Children's ^tra\irs 

Tbis awtlon embrKM tbs. whole fleU of fsiblob la 
Straws, from tb* plainest styJa to the mo»l elaborats crea- 
tion Boya' and Youths' Straws in tailor, pinch, teleaoope 
and straight crowns, in every faiblonabls braid; Children's 
Plain and Fancy C^rsw Bailors in an cnmaAiment of grades 
and styles beyond our limited space to descrfb*. 

50c, 75c, $1.00, $1.25, $1.50 

AND DT> TO »4.0O FOR THE FINEST. 




A PAGE OF STRAWS 



332 



HOW TO ADVERTISE A REl AIL STORE 



Little Folks' Straws 



There must be a half down shapes for about 9v«ry>sar a boy is old. 

Hafs that don't mate a little fellow look too old and ahapes not too 
ohildish for oldar boys. 

The store that doesn't giTO these Rradations the o»reful consideration 
that Muse s does, isn't giving the boys their just due*. 



Strew Sailors. 

c-Ieaf strawsailora, 
I 6 to 6H, 

SOe, 91.00. $1.50 and $2.00. 

ilin Milon in new. larg, shapes, with whjle ( 
SizCT 6 to 6^, 

$2.50, $3.00. $3.i 




$4.00 and $5.00. 



1 


H^ 


A^ 


T'&- 


5* 


Esmay i 






Washable Tarns. 



new desi^s are shown 
white pique, duck aod 1 
)idcrcd in either white ( 



50c and $1.00. 



r $1.25. 



announcements in practically the same manner. These advertisements are practically 
catalogues of different makes and styles that each carry. 

Bergerman "makes a point" when he states that all his hats are absolutely new hats 
"this season in consequence of the fire." Fire having destroyed their old stock they can 
only have the latest on hand. The inference is obvious and is well worth stating. 

Nick Amster's advertisement is rather the better of the two typographically because 
the Bergerman advertisement is spoiled by the use of a cut too large to be used horizon- 
tally. If an advertiser was advertising a horse and run his cuts side ways the animal 
would perhaps be shown standing on its head, a feat that few can accomplish. An illus- 
tration should never be used unless it fits properly the space and the advertisement. 

Esmay & Daggett, Utica, N. Y., use a stock cut to illustrate their advertisement. 
This cut is a combination of ilhistration and headline. This firm has a peculiar way of 
stating their styles and prices. Note these: 
"Lamson & Hubbard," leads the best at $3. 
"Sterling," worth at least $2.50. 
"The Strand," our special $2 hat. - 
Wood Brothers, Schenectady, N. Y., have a 
much better advertisement. The illustration 
illustrates, the text gives some information about 
a new soft hat. A few more details about this 
"new soft hat" would have made the advertise- 
ment perfect. 

The advertise- 
ment of Muse's, 
Atlanta, Ga., is by 
far the best here 
shown. The use 
of white space is 
excellent, the cuts 
are well placed 
giving the adver- 
tisement perfect 
balance. The text 
is written in an 
easy, readable 

style and contains a good many points that sellers of children's hats might find worthy 
of consideration. 

Straw hats form the basis for a great deal of hat advertising every summer. Straws 
are usually advertised so prominently that soft and stifi" felt hats are supposed to be 
unworthy of consideration. The season for selling straws is all too short and they must 
be vigorously pushed at the proper time. We reproduce a page of straw hat advertise- 
ments. 

The Nebraska, Kansas City, Mo., is good typographically in spite of the use of type 
unnecessarily heavy. The cut and the tc*v't do not harmonize very well. The adver- 
tisement is divided into two sections and the cut is apparently arranged to illustrate these 
sections but does not. The experienced hatter will see the difference between a split 
yacht and a Panama in the second column of the advertisement. 

John Wanajnaker, New York City, gives us a good straw hat advertisement. The 
introduction is good and will persuade many men to purchase at once. This was a May 
advertisement and shows that the fine weather during that month brings out the straws. 
The merchant should have his straw hat advertisements ready for the first signs of hot 
weather and should come out strongly the first "hot spell" with his straw hat advertising. 
Woolf l^rothers. Kansas City, Mo., have a good cut but the type space is not used to 
good advantage. An invitation of .some kind should have been given to visit the opening. 
Don't try to be too formal or the reader may think your store service too stiff and unin- 



AJffiW SOFT HAT 
Three Shapes in One 
KrOOD^MOTHEm 





Boys' Straw Hats. 



50e. $1.00 and $1 SO. 



MUSE'S 



3.5.7 Whitehatl S 



JEWELRY, PRECIOUS STONES, ETC. 



333 



viting. The advertisement of The May Co., Denver, Colo., is typical of all department 
store advertising. If the exclusive hatter and the men's furnisher would take such adver- 
tisements, extract the meaty points and carefully consider them, they would do more 
effective advertising. It is unnecessary to use superlatives and high-sounding adjectives 
in describing the style and wearing quality, but these should be described. 

Prices should play a prominent part in all hat advertising. The one idea at a time 
advertisement is as good for the hatter as for any other trade. He can describe, illustrate 
and price one hat at a time daily and get better results than by inserting a general state- 
ment that he has "all styles at all prices." 



CHAPTER LII 



JEWELRY, PRECIOUS STONES, SILVERWARE, BRIC-A-BRAC, CUT GLASS 



Every Jewel 

I* Loving Woman 
dlnplay of Jewelry. lT.H'tou» 



THE jeweler is often erroneously considered as a seller of luxuries. This is hardly 
the case. He does sell luxuries, but most of these luxuries are real necessities 
to a great many persons. Diamonds, for instance, are real luxuries but the 
diamond ring is considered a necessity by most young men contemplating matrimony. 
Watches are a luxury in these days when town clocks, factory whistles and other time 
indicators are so common, yet even the school boy considers it a necessity — and a watch 
once worn becomes a necessity. We might continue to multiply instances to prove that 
almost all articles sold by a jeweler, which were once considered luxuries, and were only 
possessed by the well-to-do, have to-day become as necessary to man as his mid-day meal. 

This should be taken more into consideration by 
jewelers than is usually done and the necessity point 
emphasized more often in the advertising of the business. 
The jeweler has probably a larger variety of articles 
to advertise than any 
other one line business, 
except hardware, be- 
cause his business in- 
cludes so many different 
articles for many differ- 
ent uses. He sells orna- 
ments for the person and 
also ornaments to adorn the home. He sells time- 
pieces to be carried about by men and women for 
convenience and timepieces for ornament and use in 
the home and office. The variety of these timepieces 
alone would furnish material enough for a year's 
advertising without any point being repeated throughout that time. Besides this there 
is table ware, in silver, gold, fine china and cut glass. He usually sells fancy articles in 
leather, gold and silver mounted umbrellas, and numerous other objects of rare value. 
To all this is added a watch and jewelry repair department that might furnish enough 
advertising for one firm to maintain. This feature of the jeweler's business is often neg- 
lected in the advertising. He will advertise watches, rings, cut glass, etc., but seldom 
uses space to tell how well he does repairing. He may add a line to these advertisements 
intimating that repair work is a specialty with him, but never a reason why anyone should 
bring their broken trinkets to him to be mended. 

There is a great deal of such watch advertising done as that by Grabowsky Bros., 
Bay City, Mich. This is a watch advertisement but it gives practically no information 
whatever that would influence a person to buy a watch. It is altogether too indefinite. 



■ Expert Optica. W.rK ^^H^^^e®- " 
|w.tch«ll.SuUl.dFr« ^^^ I 







^^w,s^ 






OPEN AN ACCOUNT AT 

CASTELB ERG'S 

BEE HIVE JEWELRY CO. 




Look old (tyle or not up t* 
data, bring thorn to u*. 

Our Expert WorKmen 

I remount and modern* 
izo them Into Just your lllt« 
Ing. The beauty of a dia- 
mond depends very great- 
ly upon the way )t Is mount- 
ed. Our workmen leavo 
nothing undone that will 
•nhnnce the beauty of tha 
gem. Highest class work 
"* ■ il charges. 



ULFORD 

JewcLCP 

i MtMPHIJ TCAdt 



JEWELIIY, PRECIOUS STONES, ETC. 



335 



This firm believes in mentioning a whole lot of things in a space Hke this and calling it 
advertising. The illustration is good — it is attractive. When there is so much good 
watch advertising being done by firms like the Elgin and Waltham companies, no jeweler 
should be stuck for arguments — he can borrow them. 




ft ISJJ'St It 3 

DIAMONDS 




Both Are Jewels 




Today — Tomorrow — Friday and Saturday 



E. R. Fisher (Si Bro. 

227 South Uplon Av«nu*. 



Tiffany & Co» 

Olamood tad Cero .Mciclumts 

Easter Suggestions 

Gold crucifixes: -crosses; prayer- 
6ook markers; rosaries with ame- 
thyst, coral, garnet, lapis-lazuli. onyx, 
rock crystal, topaz or gold beads 

Gold mounted prayer books and 
hymnals in sets, also single prayer 
books with ivory" or silver covers 

Fifth Avenue & 37^ Street 



B. M. Henschel & Co., Buffalo, N. Y., gives us a very cleverly designed advertise- 
ment. It is of the general type and but for the two display lines: 

"Expert Optical Work" 
' ' Watches Regulated Free ' ' 
would be of little value. 

Bailey, Banks & Biddle Co., Philadelphia, Pa., advertise the storing of silverware 
and jewelry. This is an idea that many jewelers with large vaults might use to advantage. 
This is one of the best all-type advertisements, as far as display goes, that is reproduced 
in this chapter. 

The two advertisements of Chas. E. Rose, Telluride, Col., are excellent examples for 



336 HOW TO ADVERTISE A RETAIL STORE 

jewelers to follow. They take up one subject at a time and stick to it to the end. The 
talk is plain and to the point. What more could any man want than to have his money 
refunded if the watch sold him should prove unsatisfactory? Yet that is what Chas. E. 
Rose offers. The thimble advertisement is as good as the watch advertisement. It tells 
its story, gives the price and stops there. The display is good. 

E. R. Fisher & Bro., Pueblo, Col., use a cut furnished on the syndicate plan. It is 
not as bad as lots of these cuts are. The headline explains the idea represented in the 
cut. The space used is large, being ten inches across three columns. The panels at the 
sides of the head are well used. The story told in solid type is that of holiday buying. 
Special offers are made that are sure to make business. 

Tiffany & Co., New York, suggest suitable articles for Easter weddings. When a 
firm like Tiffany & Co. advertise in this conservative manner it seems to be a good 
form for others to follow. But is it.'^ This firm is known all over the world. They are 
noted for their fine goods. It is almost an unnecessary thing for them to do more than 
keep their name before the public because the name stands for high-class jewelry. But 
other firms, not so widely known, who follow this plan would find it far less profitable 
than the one article at a time style followed by Chas. E. Rose. 

Heintz, Lexington, Ky., certainly gets a very striking display in his advertisement. 
White space is used advantageously with the heavy border design. This advertisement 
quotes prices and therefore seeks business. An improvement could have been made 
by taking one diamond, describing and pricing it and then adding a line to the effect 
that others could be had ranging in price from $15 to $160. 

Knittle & Longtin, Cleveland, Ohio, use an excellent illustration but unfortunately 
try to tell the public something about every class of goods carried in stock. They do not 
specifically make an offer on anything but try to do so on everything. With such a cut 
rings should be advertised exclusively. 

Thos. J. Porte, Winnipeg, Man., is a good advertiser. His advertisements are such 
as will sell goods. But the man who is responsible for the name-plate used by this firm 
has transgressed the first principle of advertising, viz., legibility. No advertisement, no 
matter how good it may otherwise be, can do its whole duty unless it can be read and 
easily understood by the simplest minds. One must make a special study of this adver- 
tisement to find out that the advertiser is Thos. J. Porte instead of Thos. J. Orte. 

Ross has a much better idea in his combination border and name-plate. This is 
legible, it can be read easily. There is just as much distinction about it and there is as 
much room for solid type effect. Ross can vary his idea to a certain extent, and make 
minor, yet material, changes in his illustration, but Thos. J. Porte must cling to his idea 
in all his advertisements or give it up altogether. 

The other advertisements shown in the ])late, with the exception of the cut glass adver- 
tisements, could be improved in some respects, but taken as a whole they are a fairly 
good lot of advertisements. 



CHAPTER LIII 

LAUNDRIES 



LAUNDRY advertising should be largely educational. It should tell the public 
1 just what the laundry will do, how it will be done and what it will cost. There 
are many features of the laundry business that the general public do not under- 
stand. There are many kinds of service rendered that the average housewife knows 
nothing about. It is within the province of the advertising campaign to tell about these 



LAUNDRIES 



337 



It U • well-known 




fict th«t tha, petty 




wortie» and «nnoy- 




uoe* of Ufe iell 




more on nerre. .nd 




tempw than thoee 




mora lerionb. Our 





Towel Service 



will re- 
UaT« 700 ot Mme of 
tltem by aaeamiag 
charge of the 



;^We Have the 
LAVH'DRY BUSINESS 

At our finger tips the 
result of experience, 
painstaking work and 



jooT office. Prioee 
licbt and terrice 



m TOILET 
UilROBY CO. 



S9« <]ar «rMt, 




PABCUli STfAtt UIUIM. 



There is also another feature of advertising that the laundry should not neglect and 
that is in overcoming the prejudices of the many who have a settled idea that the laundry 
destroys or wears out clothes quicker than other methods used for washing. 

When the advertisements are of such a general character as that of the Parisian Steam 
Laundry, Windsor, Ont., they are of but little value. There are none 
of the educational features to such an advertise- 
ment. There is nothing about it that will cause 
one person to turn over his work from one laundry 
to another. 

The advertisements of the Star Steam I^aundry, 
Pensacola, Fla., and Asheville Steam Laundry, 
Asheville, N. C, are in the same class. The latter 
of these are of the timely nature taking advantage 
of the new year idea of making new resolutions, 
but will hardly influence trade. 

The advertisement of the Colorado Laundry, 
Pueblo, Col., touches upon one of the disadvan- 
tages of laundry work that are common to most 
laundries. Collars will wear out and saw edges are disagreeable. The laundry that 
takes time to remove these rough places on its linen is a benefactor to man and has a 
splendid talking point to use in its advertising. 

The Memphis Steam Laundry, Memphis, Tenn., advertisements are of the kind 
often seen in small cities but which are becoming very uncommon in the larger cities. 
A reading of these will prove their inefficiency. "The Song of the Shirt," is a splendid 
headline, but one is very much disappointed with the verses. "Business is business" and 
advertising should be the means of making business. People do not look through the 
advertising pages for poetry or humor. The companion advertisement does not say any- 
thing in particular. It claims only what all other laundries claim and is not of much 
value. 

The Parkersburg Steam Laundry, Parkersburg, W. Va., is a good advertisement 
because it says distinctly that there is one laundry that does not destroy clothes in the 
washing. The point is not as well taken as it might be, but the fact that it is taken up 
at all makes it a superior advertisement to the general run of advertisements usually seen. 
The Parsons Model I^aundry, New Bedford, Mass., advertisement is in the better 
class. While it does not touch upon the real work of a laundry it makes a good impres- 
sion on the reader. The display is out of the ordinary and is apt to make the reading of 
the advertisement difficult. The headline should have been used below the figure of 
the hand , obviating the necessity of repeating it. Magnitude is one of the features of adver- 
tising that can be made to bring business in any line. The large store is often credited 



Thsre's 
Satisfaction 



' •Ev.ry cnHar. 



Best 



Ing the New Year 



Years of 

Satisfactory 

Work 

has given U9 a reputatfon 
tor turning out 

LAUNDRY WORK 

THAT SATISFIES. 

Better let ua call for your 
bundle.' I£ you do you 
will get lauQdry BatUfac- 



52 Weeks 
of Pleasure 



Poor 'laundry vork is the cause 
of much dIspleBsur.ei Make up 
your ihind to Irt u$ do your l^u.n- 
dry work during 1906 and you'll 
be assured of laundry PLEWiS. 
URE throughout th« entire year 



The ^ 
New Year'a 
Troubled 

win be ereatly. lessened If you 
know your weekly wash -fnlU t>» 
done carefully and well. Here 
the greatest care l» exercised In 
handling, thus Insuring against 
damage. We know you will h^ 
pleased and satisfied. We wUb 
you all a Tlappy New Teetr. 



fl'^ndr^ ^""uundrt!*"'" T"* star steam Asheville steam Asheville Steam 



%99-lt y. Third St. 



Laundry. 



S7 E. Garden St. 



Laundry 

PHOIsfES 95 AND 



Laundry 

PHONES SS AND 39«. 



with advantages that it does not possess. Nevertheless the public think they can do 
better in a large store, and it is likely to prove the same in a laundry. 

"Absolute cleanliness from top to bottom" is a good phrase to use in laundry 
advertising. 



338 



HOW TO ADVERTISE A RETAIL STORE 



The Monarch Laundry, New Haven, Conn., advertisement would have been greatly 
improved by omitting the "jolly old gent" and changing the headline. The text might 
have given just a little more information about the "Naphtha Borax" process. A new 
process is always looked upon as likely to prove 
better than an old one but it is always best to tell 
why it is better. 




THE SONG OF 
THE SHIRT 



Only a little ehirtlet 
Or possibly a waistlet, 
Keeds a little toilet 
To be good enongh to W( 



Bunged up la its frontlet, 
Baseballed its facelet, 
Like a little piglet 
Coming from the creeklet. 



It had a dirty aspect, 
Soiled, tired, fatigaelet; 
It took a laandry bathlet 
And vanished for a timelc 



Kow^e^ its snowy whiteness, 
Its perfection and wholeness, 
A monument to cleanness; 
Our laandry way in briefneaa. 



MEMPHIS 
STEAM LAUNDRY 




fl Display of Front 

ainjs makes an impressioB. 



We guarantee to save 
money for you. 

Monarch Laundry. 

16M55-167 Dsrtj iieiiiu. 



tT'S 
LAUNDRY 

That? wliat it ia— Laun- 
dry ill whiteness, cleanli- 
ness, purity and delicate 
Inisli. It's Laundry, in 

Every 
Sense 

We can't afford bad work. 
It wont pay. We're 
strictly ahead in all 
details. 
Phone 21 at any time. 

WIemphls 

Steam 
Laundry 



fGood 

iService 



YOU'LL GET 
FROM 

yoor linen if we launder itV 
Our method of Ironine- is not to 
pound the material to pieces, 
but rather to preserve it, and 
send it home to yon looking fit 
to.weai. 

Some laundries are more 
expensive than cithers, by 
reason of dama^^e done Jour 
Linen in doin^ it up. 

Ours is found economical 
Because of the care takeit. 

You can prove this by ontf 
trial, make it to-day. 

JPARKERSBURG 
STEAM LAUNDRY 

21&— 5th. Street 
Both Phones )1Z 



The Jefferson Laundry, Richmond, Va., tells some things about the laundry business 
that have a meaning to the reader. In this case the mistake of trying to tell too much 
in one advertisement is made. If one advertisement was given over to the reasons why 
they manufacture their own soaps and bleaches; another to telling about the experience 
they have had in doing laundry work, and a third to telling something about the modern 
machinery they use, the advertising would prove more effective. 

The Blakely Laundry, Trenton, N. J., advertisement takes up the feature of good 
soaps. This is the kind of advertisement that convinces. An argument along these 
lines, changed every issue, is bovuid to educate the public as to what good laundry work 
means. The second advertisement of this laundry is far inferior as a trade bringer. 

The American Laundry, New Bedford, Mass., use the mail idea in a bright way. 
The mail box adds to tlie force of the suggestion. 

The Toilet Laundry Co., Montreal, Quebec, advertisement of their Towel Service 
is first-rate. It tells about the "valet" service, which has lately been added to the laun- 
dry business. Not all laundries have added this service but as it properly belongs to them, 



Cloanliness 



is Nexi. '. 



quMlJon, "Who I 



Tha JmffornoH 



wnnvniM'i'wwio 



We Use Soap 
Plentifully 



IXlUll^ 



M Ibia Uunarr K 
I byw.'chcBp priQ. 
in lilt Jiow-foof 



Blakely Lanndry 

13-15 S. Wjrren SL 



Launderiog 
which wins 



Blakely Lanndry 



t-»5BfP*J«--c VM, 




they should take advantage of it and not allow independent concerns to get in ahead 
of them, 

Mr. Ralph Harris, editor of Brains, commenting on laundry advertising, in that paper, 
says: 

"A laundry which does good work can command the trade of a large district whether 






LAUNDRIES 



339 



the town is large or small, yet laundry owners who make proper use of good advertising 
are few and far between. In the laundry business more than all others, the work must 
absolutely make good. 

"A grocer who has an established trade can sometimes sell twenty-five cent coffee for 
thirty cents a pound, or a cigar store may sell poorer goods to a regular customer without 








That's whv 
laundered , 
keeps its shape so well — even 
weather. 

t the amount of starch used, but 
IS cooked and hoiv it is used I 
^ how to do these thuigs is why 
Mungei- IS so popular Ihrougho 
the East. 

Hunger's LAUNDRY 






A Hot Weather Hint 

look cool these dajs, set 
is properly lanodered. The 
Manger way of finishing shirte. collars 
id cuffs givo« that immaci ' 
pearance which produ 
clean, comfortable and 
fyingeffect. For a practical 
demonstration send ua 
yoar bundle nest 




Hungers Laundry 



Phones /350 



THE L/tuMoar rnar kmows mow 



Send your laundry to ItlunRcr's if 
you want the best work. 

Good dressers, everywhere, pre- 
fer the Munger finish on shirts, col- 
lars and cuffs, 

A telephone call will bring 

wagon to yoor door. 

Phones 1350 8U-S1« S. Main St. 




"The Laundry That Knows UoW 

MUNGEBIS LAUNDPY 

^PHOHtHiSO m-giS SOUTH M/IIn'*^ 




Ladies' Wear 

Ws pay pifticultr ttlepltoa tc Ixliu' iumoitt 
wutug apptrti, 13 well as mei'i. 

Shirt waists, lawn dressu, etc., 
'"^ laundered witb eiUa cart and delit- 
~ ered lo your borne in neat boxes, to 

avoid crushing. 

If ;on want your laundrj done op 
belter than the ordinary way, tele- 
phone [or one of our wagons to all. 

We do family washin*;. ruugh 
dry— it is washed clean and 
properly starched, too! 




ROUGH DRY 







foil can just as well save the necdleu expense 
ikI uslIcss "orry of wash-day. by ff ' xling 
our family waslung to be rough dryv' 
The Indies' clothes are washed and starched, 
e.nily to iron, the flat work all ironed, ready lo 



Our » ork on shirts, collars uid cuffs is' the 
best! 

Phones 13S0 81* S. Main 




6i 



ROUGH 
DRY 
PER^I^B. 



IMUNCERS LAUNDRY 



Wc are doing family washing,' 
rough dry, at 6c per lb. 

The ladies' clolhe's are washed 
and starched ready to iron, the flat 
work all ironed, ready to use. 

Bundles must contain regular 

family washing, including Mat work, 

'Telephone and wc will send a 

«vagon tur your laundry this week. 

Good dressers everywhere ac> 
knowledge thai the Munger finish oa 
shirts, collars and cuffs is the best. 

Phones 1350 81* S. Main 



always being found out. Not every man who smokes is a good judge of tobacco and 
cigars. Not every person knows good coffee from poor. 

"But almost every man can tell whether his laundry work is properly done. Let him 
get his laundry with but one spot on a collar or one rip in a garment, and he is done with 
that laundry. 



340 HOW TO ADVERTISE A RETAIL STORE 

"I repeat — a laundry must make good, but in order to make good it must first get the 
trial, with the opportunity to show how good the work really is. 

"Advertising is the only method of getting the trial orders. It may be through news- 
papers or circulars, but whatever it is, it should be the story of good work; the story of 
quality, prompt service, and good treatment must be told in a convincing manner. 

"You can reach possible customers for your laundry easier than they can be reached 
by any other trade. Every family needs laundry work, and you may leave a circular in 
every house in your district with good effect. If it possesses the business getting character- 
istics your increase in business will be remarkable." 

The nine advertisements of the Munger Laundry, Los Angeles, Cal., are, every one of 
them, good specimens of laundry advertising. The name-plate and borders add, of 
course, to their typographical appearance and attracting power. The text in most cases 
is as strong as it can be. Each advertisement takes up one point and makes the most 
of it in as brief a manner as possible. 

The last two advertisements, devoted to "rough dry" washings are of the kind that 
are driving the home washings out of fashion. This laundry has a "motto" or phrase 
that they use in connection with the name. It is, "The laundry that knows how." Every 
reader of the newspapers of Ivos Angeles knows that phrase by heart and no doubt often 
think of it to the Munger Laundry's benefit. 

Besides the newspapers, a laundry can use leaflets, folders, booklets and novelties 
to considerable advantage. Solicitors are indispensable to a good laundry and should 
systematically canvass a city, asking for new custom, more custom, and rectifying mis- 
takes, settling claims, and in other ways advertising the laundry and its policy. The 
little leaflet, or folder, should be systematically used about once a month, and should be 
made timely. In summer a leaflet devoted to the laundering of shirt waists, ladies' white 
dresses, or children's white dresses would result in many trial washings. The service 
rendered if it is good will retain customers obtained through advertising. In the spring 
and fall w^hen housecleaning is in progress a leaflet devoted to the laundering of lace cur- 
tains, bedspreads, blankets, etc., would be timely. 

Novelties suggestive of the laundry work or name of the laundry could be distributed 
to advantage at any season. 



CHAPTER IJV 

MILLINERY 



OUTSIDE of the department stores, millinery advertising is almost exclusively con- 
fined to opening announcements and to "business cards" inconspicuously dis- 
played. 

This is a mistake, for all women cannot buy their hats at the time of the millinery 
opening. Many of them attend these openings and determine that at some future date 
they will make a purchase, but the advertising stops and they worry along by "fixing 
over" the one they have. 

Most milliners carry a full line of children's hats, tams, straw sailors, etc., and babies' 
bonnets, yet we very seldom see these properly advertised. The large dry goods stores 
and the department stores monopolize this trade because they advertise these lines. If 
instead of a business card that is left standing, week after week, some line is featured in 
each advertisement the exclusive milliner will have a larger profit account at the end of 
each season than is usually the case. Besides these lines there is another that could be 
very profitably exploited, and that is trimmings and "sha})es." Where one woman buys 
a hat, a dozen re-trim their old shapes, or purchase shapes and trimmings and do the 
work themselves. These form a profitable clientele for any store selling these materials. 
Why not advertise specially to them.'' 



....OUR... 

Svring Opening 

A Grand Success 

^^aie'moTe than saUsfled by attendance on our flrat flay 
of the opening and by the-many complimentary remarks 
made by the ladies who attended, we. take It. that every- 
one was pleased; ' The crowd was veij' large today and 
we expect a bigger crowd tomorrow. 

You are always welcome to come and loolt ■ 

RISCH e-McCOY 



An Announcement t^ 



OF OUR OPENING 

and those admirable EASTER HATS 
with all the glories of the 

New Spring Millinery 

are shown ready £or your inspection. 
Accept this as your invitation to-come, 
an^ brinj; your friends with you. ■ 



L. STONICKEN, 

217 Market St. 



WEDNESDAY 
THURSDAY 



OPEN EVENINGS 




Spring - 


jm\ 


- Season 

1906 

lyjiss B. B. Hyatt, 

40?.Kkig Street. 


& 



Zfis/iiictive Styles 

in I\Iisses' aud 

Children's 

Millinery 

A dainty model for a 
young girl is "shown in 
the Illustration; Tuscan 
braid body; hat with 
black velvet ribbon, 
crush roses, and tiny 
steel buckles as decora- 
tions. Price, 

$3.00 

See our pretty hats for girls. We have a diversi'.y of sfylci to 
suit the needs and the heads of all patr!?ns. 

Wholesale ^,^^/ . Q /5 1212 ^ 
and Retail yfjMi^fQlC 1214 
Millinery vf/'^***** V V MAIN ST. 





Millinery 
Reception 



'°Sprin^ Season . 



190$ 



Wednesday. Thursday onBf'riday ,. *i^^?^ 

Cordial Invitations extended to all. L,ate3t Importations. "ThS 
Gase" a specialty. 



A. e L. JENNY. 210 King St. 



FRIDAY AND CPFriAl 
SATURDAY OrCL^IAL 

97c 97c 97c 




Tailored and Stady-to-'Wear 
Trimmed Street Hati, t»I- 
nte up to 12.50. Friday \ni 
Saturday— 



97c 



See large corner window— 
25 styles and all colors to 
select from. 



THE WONDER MILLINERY CO. 

COR. MORRISON AND FIRST STS. 

THE LARGEST MIIXINERY HOUSE IN THE WEST. 




342 



HOW TO ADVERTISE A RETAIL STORE 



Rish & McCoy, Mansfield, Ohio, believe in changing their advertisements. Theirs 
is an announcement of the success of the first day's opening. This is a good feature of 
an opening that usually runs over three days. 

L. Steinicken, Wilmington, Del., gives us an Easter opening advertisement that 
should have drawn attention. 

Miss B. B. Hyatt, of the same city, has an advertisement that is a mere announcement. 
No opening days are announced, no invitation is extended. This is rather too formal 
and stiff. Miss Hyatt might have had more visitors had she been more explicit. 

A. & L. Jenny, also of Wilmington, Del., have added to the usual information given 
in these announcements that they are showing a new importation styled "The Gage." 
As the object of these millinery openings is to gather into the store as many visitors as 
possible, the announcement of a specialty hat like "The Gage " is good. It will bring out a 
large number of curious women who might not have come but for that announcement. 
There is a special reason why they should attend that opening as well as the others. 

B. Adler & Co., Kansas City, Mo., give us a style of millinery advertisement that is 
bound to prove a salesmaker. The price of a hat is something that all women have 
to consider, and the milliner or millinery department advertising prices is sure of 

good trade. 

The Wonder Millinery Co., Port- 
land, Oregon, advertise misses' and 
children's headwear. This is a fea- 
ture that is usually overlooked by 
most milliners. Prices and special 
descriptions can be used effectively 
in such advertising. 

The advertisement of special 
" Tailored and Ready - to - Wear 
Trimmed Street Hats" at 97 cts. 
by this company is splendid. It 
shows an emancipation from old 
channels tliat have always been too 
narrow and an advancement into 
the regular ways of modern trade. 
This is good advertising. 
The advertisement of misses* $3.00 hats by B. Adler & Co. is very well displayed. 
The "just like cut" idea is the best kind of advertising by illustration. Cuts that actu- 
ally show a style advertised are of considerable value, but only large concerns can afford 
to have cuts made especially for their advertisements. 

The advertisement of Siegel, Cooper & Co., Chicago, 111., is a fine example of depart- 
ment store millinery announcements. Prices are never forgotten by these big stores. 
They know the value of little figures too well for that. The illustration, border and 
name-plate make this a distinctive advertisement. 



AnoUier RenurKablc Sale ol Celebrated 

Richardson Pianos 
at $1 a Week 



and no [nteresi charged for time uken in making payments. 

, II remained for BLOOMiNGDALE BT^OTHERS away backiin 

1895 to soive the piano buying problem for the public Through 

our unequalled facilities and liberal methods of dealing, we have placed 

Ihe possession of the best pianos wKhin the possibilities of every home. Every piino 

fully guaranteed for ten years and kep' In tune rot one year free of charge. 

Kchardson Piano rOr ^ivD 
On Terms of $5 Down and $1 a Week. 

Pianos delivered lo your home on payment of the »5. Everybody can be the possessor of » fine 
piano at a trifline oullay— less thin ,(5c. a day. 



7iji J^wrCiid ttui 



^tjtfm ta Jtr _^tdijmi»rtjd' wtw •"1''P- 



Ve jisT Offer the Wilson Piano for ^175.00 

.o Ilol-eroo-... ThUI rimt, un SI. B 

7JU C4(liS 7i>4MSfa> 70 




CHAPTER LV 



MUSIC AND MUSICAL INSTRUMENTS 



THE piano is perhaps the best representative of the musical family to use for pur- 
poses of illustration. In this chapter we will then speak of pianos as being in a 
manner the representatives of other musical instruments. In nearly all cases, 
what can be said of a piano can be said of nearly all other classes of musical instruments. 
All have tone, all have finish, and all have durability — the three points most usually 
emphasized in advertising. 



MUSIC AND MUSICAL INSTRUMENTS 



343 



The music dealer has two audiences to advertise to — the general pubHc on the one 
hand and the musician on the other. An advertisement written to appeal to one class will 
hardly touch the other. If it is written for the expert eye it may fly over the heads of the 

masses. If it is written to cater to the popular tastes it is 
apt to cause a curl of contempt to overspread the expert's 
features. 

Newspaper advertising should be directed toward 
the great buying public. The piano should be treated 
as any other article of common utility and sensibly 



EXAMINE THE 

WONDERFUL 

JUNE 

BARGAINS 



CLUETT O SONS 



described and priced when pos- 
sible. 

Such advertisements as that 
of Metropolitan Music Co., Min- 
neapolis, Minn.; Cluett & Sons, 
Troy, N. Y., are pretty nearly 
valueless. There is not enough 
information in any of them to 
make one pause long enough to 
even read the name of the piano, 
let alone remember it. 

The advertisement of Bloom- 
ingdale's, New York City, is the 
exact opposite in every respect. 
In this advertisement the whole 
story is told. Terms are given 
in a way that impresses one that 
they are not only low but that 
they are the lowest. This kind 
of advertising makes people call 
to see the instruments offered. 

Gimbel Brothers, Milwaukee, 
Wis., advertise pianos in an in- 
teresting manner, yet not quite 
so sensationally as Blooming- 
dale's. At Gimbel's we are 
offered a saving of fifty per cent., 
while at Bloomingdale's we can 
buy a piano for $1 a week — 





i 


f^ After Christmas Sale 


J 


PIANOS 




1 


New $250.00 Pianos go at $108.00 
' New $300.00 Pianos go at $127.00 
New $325.00 Pianos go at $137.00 
New $350.00 Pianos go at $158.00 
New $375.00 Pianos go at $167.00 
New $400.00 Pianos go at $198.00 
New $450.00 Pianos go at $227.00 
New $500.00 Pianos go at $238.00 
New $550.00 Pianos go at $267.00 
New $600.00 Pianos go at $298.00 

TERMS: 

$10.00 Down-$S.OO Per Month or $5.00 Down 
and $1.00 Per Week. 

Special Bargains 

Haines Bros., Squares . ^ $20,00 
ChickeringBros., " . , $35.00 
JscobBros., '' . . . $50.00 
Marshall & Wendell upright $60.00 
Sterling « $75.00 
Ludwig *♦ $100.00 




Arid Many Others. Stock consists of such 
well-known makes as Kimball, Gabler, 
k Blasius& Sons.Chickering Bros., Needham, 
^ Haines Bros., Nelson-Cabel, Schaff Bros. 


POPPENBERG'SI 

S?tU. 670-672 MAIN STREET, CITY | 




and no interest, mind you. The headline in the Gimbel adver- 
tisement is good and so is the illustration. 

Poppenberg's, Buffalo, N. Y., are reaching for business by 
having an after Christmas sale. The illustration is strong in 
eye catching power, but is of little use otherwise. Descriptive 
matter is lacking, and the plan or reason for the sale should be 
made plain. Too much heavy type detracts from the force of 
the display. A round cornered rule border would give the 
advertisement a more finished appearance. 



^25 



Red Tag( 

vShows 
The Price 



By cur easy payment plan every 
fftial'y in moderate circumstances may 
own a high grade piano. 

Martin Bros/ 
Piano 

Is sold ** from Factory to Home." Th© 
price of every piano is marked in plain. 
figures. 

69— «$tate Street— 69 



TA^ 



LAU 




The musical possibilities that are 
latent in the Lanter Playerpiano are 
limitless. With this vi^onderful instru- 
ment any non-player can play artis- 
tically any composition he may have 
in mind, be it classical, popular, 
dance, vocal, etc. The instrument can 
also be used as a regular piano for 
playing by hand. It is TWO PIANOS 
IN ONE, and the change from one 
form to the other can be made instan- 
taneously. 

We can take your present piano 
in part payment. 

i^alZtte^il Co: 

12? NEWARK AVE. JEILSEYCITY 




RAY 



MASON 




SAVED 



Exhibition Sale 

That's all you pay, $10 down and $10 psrmonth. bu« 
you must buy before the end of Exhibitfc^n week if ypu 
want to save approximately $80 on tlie Piano. 

This means 8 payments all made on a Piano the mia. 
ute you pay us $10 and have the Piano delivered. Think 
of it lu buying NOW the Piano is paid for 8 months 
quicker than if you bought the instrument at the regular 
price. 

If you livo in the city you ought to be in our store in- 
side of an hour after reading this. 

Come in to-day and have a Piano delivered in your 
home to-morrow, with 583 practically paid on it 



Mason & Risch Piano Co., Ltd. 

356 Main Street, Winnipeg, Man. 

SELL DIRECT TO YOU FROM T^E FACTORY. 



REAL ESTATE 



345 



Prices are given with a vengeance. In fact there are so many prices given without 
the proper information attached that they would naturally be nearly meaningless to most 
people. The terms and special bargains are given correctly and should have made 
bargain hunters stir themselves. 

The music dealer can make good use of fancy borders in newspaper advertising. In 
fact he may use fancy borders around his advertisements that would be out of place in 
many other lines. 

Piano advertising is almost all done along the same lines. There is a lack of origin- 
ality in all the descriptions. Take any advertisement reproduced in this chapter and 
change the name of the piano advertised and it will answer as well. 





rttf^ 




y_- fjjg^ , 


it^p J * J 








^ — n 


If^^fcJ^ 




,l!''' 


3^ffi 


;^d 


*r 


i 




^'" 


L — ^-4^'" ' ^^ 


L^ ^ Wf 




1 P %^ ^"f 1 


' n ■' — ^ 











A Great Piano Sale : Are You Interested in Saving 50 Per Cent? 



Did you diop in today ^nd see the =jle ,n progre? 
the way Milwaukee people responded u-> uui ^nno 
Fortunately we had very many pianos and the 
tomoiTow as ii >vas iqi today bi"iply choose .ht 
1 Vrry_Cho.c 


s' K )Ou did. you know something aboul 
uiiccmcni ol this special sale of pianos 
jle \\\\\ be pretly nearly as attractive loi 

and Lar«e Slock of Iver9 t. Pond Pianos t 


and our guarantee ol satisfaction makes the transaction safe/oi you. Even if you »re not ready 
to purchase, drop in any way and gel posted on our prices. 1 lere 13 the list, choose your 
favorite and if you cannot come down, eithe. telephone or wriie to as; Out. ^ towo puf 

Select From-Uorighi. .nd Grand.. Term, vii^ F.iV, 



Slightly Used and Second -Hand Upri'?ht and Grand Pianos 



$225 






Gimbel Brothers 

• D«cor»»or» . Furoiahcr» 1 ^'utptter*. 



Martin & Martin, Rochester, N. Y., and Mason & Risch, Winnipeg, Man., both 
emphasize price, but the latter has the stronger advertisement. 

The illustration used by the Cunningham Piano Co., Philadelphia, Pa., lacks origin- 
ality. This idea has been used in almost every line of business, and is rather senseless. 

The advertisement of the Lauter Co., Jersey City, N. J., is of a player-piano. The 
talk is straight to the point. Prices might have added to the pulling power of this adver- 
tisement. Everyone does not know what a piano-player costs. Advertising should be 
as educational as possible. 



CHAPTER LVI 



REAL ESTATE 



THE live real estate dealer advertises these days. He makes business. There was 
a time when he had properties listed at his office and there awaited some inter- 
ested person to whom they might be shown. His only advertisement was a card 
in his local paper stating that he was a "Real Estate Agent." Not so to-day. The 
live agent has large advertisements describing properties. He has agents looking around 
all the time for possible buyers. 

The advertising is much improved, going into details, showing up the advantageous 
points of the properties, telling why it is a good investment. It does not abound in gen- 
eralities as of yore, but delights in giving details. 

The Pensacola Investment Co., Pensacola, Fla., advertisement is an example of the 
old style that says, "We have real estate for sale." The Eugene G. Russell, Lowell, 
Mass., advertisement is a type of those that say, "We have a house and lot for sale cheap; 
it has eight rooms, etc.; it is a bargain at $4,500." Which advertisement is more likely 
to sell real estate.^ Surely not the one from Pensacola. 




^iP„jjONE ^AV^Ei 



o^ susDA y. November m 

We will open Uie well known 

WAUS PARK TRACT 

Cbe tract which you hare all been waiting for 

These are the cheapest lots ever put on the 
marlcet anywhere around Greater Los Angeles 
at only 91 down and $1 a week No interest, no 




a lots 

SStMh to 

Home 
Builders 



The fact that a portion of this Tract is under 
cultivation as a vegetable garden and more of it 
in alfalfii, is proef of the quality of the soil 

Full width streets, all graded m flrst-clasf 
manner 

Fifteen foot alleys to all tot3 

The Pacific Electno Railway runs right through the cent«> 
ol this tract with a station on the property 

5 Lots onlu $5.00 Each 

to parties who will agree to build withm 60 days 
Secure your tickets and maps at our offict. toriay 



Prudential 
Improvement 
Company 



^:V^5^C«;. 



No tnierest - NoTaxcs 



kTTi 



Free 

Tickets 



,«»^ STREET CAR FARE 

TO 

JACKSON 
PARK 



JusL to show you the best* home bailding site in £v- 

ansville. Don't take my word for it«, but* 

come out and see for yourself. 





^M^ FREE 






JACKSON FARK has artificial stone walks,- shade trees, gas and electric light, 
city water, fire and police protection, graded streets, and perfect drainage. 
Jackson. Park Is the only place where you can buy lots on these reasonable terms: 

$1.00 DOWN. AND $1.00 PER WEEK. 

No interest, rfo taxes, in (act nothing to pay but one dollar per week. Thi 
no strings tied to this proposition. The Peoples Savings Bank or Ohio Valley 
Trust Company stand back ot every coruract As an investment a Jack«pn Park 
lot can not be et|uviled. Just as safe as a government bond. 

Slop that eternal rent bill. Make the etart to-day. It only takes one dol- 
lar. After your lot is paid for I will secure the money tp build you a home. 

Mr. Homer Rose. 1605 W.ilnut Street, bought two lots on thi» plan ftiul.M 
now erecting a beautiful home. 




— COME TO-DAY — 

or any afternoon and looK over the prop- 
erty at my expense. Take car going( up kSec- 
ond Street and get off at Emmett Street, or taKe 
Eighth SX. and Washington Ave. car to Garvin St. 



W. F. LITTLE, 

Phone 956. 214 Upper 2d 





REAL ESTATE 



347 



This is where the old time real estate agent quits work. When he had gone so far 
he thought he had reached the limit. But now the agent must have a new subdivision 
opened at least once a year. Pages and half -pages in local papers, balloon ascensions 
and fireworks, free car rides and any other attraction that will draw a crowd to the spot 
are freely used. The real estate agent has an office there (often in a tent), and takes 
every prospective buyer in tow. But first, streets must be laid out, water connections, 

gas mains, efectric lights, telephone lines, 
paved streets and other improvements must 
be completed. Then by the aid of the brass 
band and the other side-show attractions the 
buyers are assembled. 

The inducements to purchase are in- 
numerable and often varied. Easy payments 
are among the winners. In some cases lots 
are sold at nominal figures to any one who 



What Shaill You Do Wltln 
Your Idle Momey 

in order to get the greatest profit from 
it, and yet have jt safely invested? 
Stocks are unrehable. Daily ^everts 
prove it. 



Qood Real Estate 5s Profotalbie, 

and IS obsclutely safe, too. It grows in 
value each year- We. have some in- 
vestments worthy of your investigation. 
Will you call and let us talk it over?, 

Pemisacolla Investmeimt Co. 

a. H. O'llLCmaeRTE, Cllr Slanagnr. 

V- B. KNOWLES, President. R. B. SIMrSOM, Secrat&rr. 

J. E. SIILLMAN, V.-ft«s. MitCen. Mansjer KNOWLES HVER. Treuurjr. 

Heal Estate, loans, Benmral Invemlmenfa. 
215 South Palafoy Street, Pensacola, Florida. 




will build at once a house of a certain size and 
value. This is often done when the tract being 
sold in building lots has but recently been 
known as farm property. 

When once a prospective buyer gets into an 
agent's hands it is hard for him to get away 
without buying a lot of some kind. He is fol- 
lowed up constantly with personal and printed 
or written solicitations to purchase.. 

W. F. Little, Evansville, Ind., uses his face 
as a coupon good for carfare. The idea is not a 
bad one, for there should be some check upon 
the demands for free carfare. 

A reading of the advertisements of the Pru- 
dential Imp. Co. and W. F. Little will show 
clearly the manner in which these new locations 
are opened up. 

The real estate business has even extended 
into the mail-order field. Not merely in isolated 
cases where farms are exchanged for city prop- 
erty and vice versa, but where whole plots and 

villages are sold to persons who have never seen the land. That there is profit to be 
made in real estate every agent knows, but as a usual thing he is content to pocket his 
commission and be satisfied, instead of advertising and pushing sales. 



A Home Worth its Welglit 
In Gold 

That, figyrativcly spciking is the heautitul home (bat 
wo offer for sale 

It is situated in the Highlands, on one of tlie 
preltiest streets, and tlie surroundings are of. the most 
pleasant nature It is handy to street cars, churches 
and schools, and is in fact an idea! home. 

The house contains eight well lighted and sonny 
rooms and they are perfectly appointed. It is finished 
in the best of materials and has eveiy modern conve- 
..'nience— bath, ripen plumbing, hot' and cold water, «et 
tubs, furnace heat, cenrented cellar. Besides thia 
.-there iaa-Lar&e lDt.ofJafld. 

Words are far too inadequate trt describe (his 
elegant house-to be appreciated it must be seen. We 
want YOU to come to our office TOMORROW and 
allow us to stpw you this house and explain to you 
more fully 

The price'that we ask for this well built and at- 
tractive home is so low that you'll wonder why we 
can sell it at that price — $4500 I 

COME TOMORROW AND SEE IT 
•YOUR SATISFACTION IS OUR SUCCESS;' 

EUGENE G. RUSSELL 

Real Estate and Insurance 
407 Middlesex Street Near Depot 



348 



HOW TO ADVERTISE A RETAIL STORE 



CHAPTER LVII 



SHOES 



SHOE advertising has improved most wonderfully during the last ten years. In 
fact the improvement in shoe advertising has been greater in some respects than 
that of any other class of advertising, except, of course, department store adver- 
tising as a whole, which includes shoe advertising. Th"s i^nprovement is due largely 
to the manufacturer who has taken his -. ^ . » 

place in the retail world. He has hired Of COUTSe, the ICet 
experts to prepare his advertising. It was 

good advertising — resultful advertising. ^fC yOUfS, l3U i 
Other manufacturers, who sold their wares ■"""* ' 

through the retailer, began to take notice, {[iQy would look 
and finally began preparing advertising 

better and 



matter for the retailer's use. This was 
supplemented by suggestions and samples 
of good newspaper advertisements. 
Besides this he furnished the retailer with 
large quantities of good cuts for newspaper 
use. These helps, and the competition 
encountered from the manufacturing re- 
tailer, aroused the shoe retailer and started 
him on the road to improvement. 











Are Imperial Shoes. 

They are King in every.-phase that goes 
to make the highest type of men's shoes. 
King in name, King in quality, King in 
fashions, King in fit. No other make like 
them, nor equals them. There is a kingly 
atmosphere to them that is refreshing. 
Come in all good leathers, in all correct 
styles, and all sizes to suit every foot. 

U deilcr dotsn'tcirry King Quality send for priced catalogue. 

ARNOLD SHOE CO., N. Abinglon, Mass, 

Ty fh." Bolcy Clothing Co. 
THE SHOE OF SHOES 




In the face of this improvement there 
is a great deal of poor shoe advertising 
being done; a great deal of senseless shoe 
advertising; a great deal of useless and 
wasteful shoe advertising. This costly and 
least resultful advertising is not being 
done by the merchants who realize the 
value of good advertising, but by those 
who advertise because their competitors 
adverti.se; who advertise because they 
wish to get the custom of the public. 
.Vdded to these are many who are merelv 



feel better 



m 




You would not have to spend money for 
new shoes so soon again, either. 

The patent "Urfit'* 
helps them to wear well — 



preserves thsir artistic style and dressy 
appearance by holding up the sides, keeping 
the feet steady, the heels from slipping— 
and the shoes from twisting out of shape. 



SHOES 



349 



advertising because they have been accustomed to do so, but who do not think adver- 
tising pays very well. 

It is a remarkable thing that any merchant can be found who really does not believe 
that advertising is a good business proposition. Yet there are some who honestly believe 
that advertising is a useless expense. They are the ones who are doing the most of the 
poor shoe advertising. But not all of it. The Manss "Urfit" advertisement proves this 
fact. This advertisement was no doubt prepared by an advertising agency and is only 
one of a series. It is not likely that many readers of this advertisement ever got as far as 
the meat of the advertisement which is contained in the last six lines. The cut is one that 
will attract attention, and it is granted that when attention is gained for the cut it is also 
gained for the trade-mark name, which by the way is one not very easily remembered — 
until seen again. 

The shoe advertiser has a large range of subjects upon which to write. He can talk 
about the style of the shoe; about its fitting qualities; about its wearing qualities, and 
about its general de- 
sirability. He can tell 
all about the leathers 
and linings, how the 
shoe is made and by 
whom it is made. 
There are any num- 
ber of details that can 
be brought out with 
a little thought and 
study. 

One of the best 
classes of advertising 
being done by the 
shoe merchant is that 
which might be called 
educational advertis- 
ing. This class of 
advertising is repre- 
sented in the Regal 
advertisement. The 
border represents the 
'' buzz-saw test" 
which was made so 
much of by this firm 
some years ago. The 
Regal advertising is 

good advertising. This is proved beyond a 
advertised. 

Compare the Regal advertisement with that of the King Quality advertisement. The 
latter is weak and uninteresting, while the former is instructive as well as interesting. If 
one once starts to read the Regal advertisement it is likely that it will be read to the end, 
but it is questionable whether one could say the same for the advertisement of King 
Quality. Both advertisements are prepared by experts, so that both should be good. 
The King Quality advertisement is a style adopted by many manufacturers who agree 
to advertise their shoes for the retailer. The advertisements are prepared to suit all 
cases and are usually too general to be very effective. 

In advertising a new line or style there is a great deal of latitude allowable in making 
the presentation. The advertisement of Saks & Co., Washington, D. C, shows how 
daintily a dainty style can be represented on paper. The cut of the pump gives one an 
idea of what the shoe is, while the commendatory description completes a desire to possess 




doubt by the success of the business 



350 



HOW TO ADVERTISE A RETAIL STORE 



a pair. The price has been shown, which makes the advertisement complete in every 
detail. The display is excellent. 

Seasonable advertising and advertising to certain classes, or advertising shoes for 
certain occasions is one of the best methods of gaining direct results. Men's working 





<^5=» HAT trim, low-cut shoe 
nl known as the Pump is dis- 
'^i^ tinctly of the shoe aristoc- 
racy. It shows it in every 
line. It is daintily feminine and 
tremendously popular. Many pumps 
are made over the same lasts as are 
Boots and Oxfords. Such arc sure 
to be misfits. "Queen Quality" 
Pumps are made over a real Pump 
last made exclusively for this pur-, 
pose. We illustrate a new Custom 
Grade Style made of Patent Leath- 
er. We also have the same style in 
Gun Metal. The assortment is com- 
xAete. 



g»afea $c ai0tnjia«g 



Pennsylvania Ave. 



Seventh St. 



o 



HOLBROOK, THE SHOE OtH/V 

eONF/RMA T/ON 
SHOES 

%^ FOR BOYS aJVD GIRLS ^ 




$2.00 to $3.50 



SEE OUR WINDOWS 



a 



HOLBROOK'S 

g'^-yORTH HIGH STREET- g'^ 



shoes are sold in sufficient quantities by some shoe merchants to warrant considerable 
advertising to the laboring classes. This can only be done by advertising tlie class of 
goods they wear. It is not sufficient to say, "Shoes from $1 to $7." The statement must 
be definite. "Men's hard wearing working shoes for $'2." That is a definite statement 
and will start a working man thinking. 

Holbrook's, Columbus, Ohio, is a type of this style of class-advertising. At certain 
seasons of the year there are thousands of children confirmed in every large city like 



Mr $3.00 "DetW low Shoe* 
for women are irrcsistiblr attrac- 
tive thii season. I believe that 
there cannot be any finer finiih or 
Ityle or daih iniected into a 
55.00 custom made low shoe. 
So poiftive am I that I am lure t 
can plcaie the moit aitical 
woman in. Troy. 



Millard' 



^roadttfay. 
Troy. 





Pat. Colt ana 

Gun Metal 

Gibson Ties; 

i«riy wiHe rihbon fiiec\. and (a<S 
oneH ovrr n«w l>JI Oxlotd (.ill. 

air. ^ 

♦3 JtO AT • ^ 

WALTERS 



Columbus. Holbrook has taken advantage of this fact and advertises shoes suitable for 
confirmation. This advertisement is well dis[)layed, but it is very loosely written. The 
sentences are cut oft' in one case and are too long and loosely constructed in another. 
"Shoes for style and fit" is an incomplete sentence. Look at the next sentence, "Our 



SHOES 



351 





"WEAR SHOES IHAT flF 



assortment this season is exceptionally large in colt skins ^6lOV£RS JHt piac£. 
for confirmation shoes, button, lace, or blucher, light or 
extension soles, all sizes and widths." Here is an im- 
provement : 

"Larger assortment than usual of colt-skin 
shoes, that are extremely stylish and perfect fit- 
ting. We have them in button, lace, blucher — 

light or extension soles — all sizes and widths." ,„ , . , 

" fafl Slrles^tow Ready. 

"Prices arrange from $2 to $3.50" is surely a misprint, 
and a very bad one. 

The advertisement of Millard's is a beauty. White space is so effect- 
ively used here that the advertisement cannot escape attention. The 
bunching of the type-matter in one corner makes it look inviting. It 
is inviting. Who can resist reading a short piece in a paper .^ 

This advertisement is a type of the personal style of advertising. Millard does not 
hide behind a "we" but boldly comes out 
and says, "I." 

Oviatt Shoe Co., advertising the Dorothy 
Dodd shoe, have an illustration that is very 
suggestive. The text is rather weak and 
the typographical display is poor. There 
are too many commonplace statements and 
too many display lines. Such would be 
the criticism of an advertisement of an un- 
named shoe. In the case of a specialty 
shoe which has been largely advertised 
such an advertisement, which is intended 
merely to remind the reader of the Dorothy 
Dodd shoew is not bad. This is what is 
called "general publicity," and should not 
be indulged in by retail merchants. They 
should go out after direct results. Sales at 
a profit now are what they should look for. 
Walter's, Wilkes-Barre, Pa., use a style 
of advertising that is bound to bring good 
results. They evidently believe in doing 
one thing at a time. This style of advertising, made seasonable, persisted in month after 
month, year after year, with the use occasionally of large spaces to exploit special sales, or 
spring or fall openings, will surely win its reward. The same advertisement should never 
appear twice. Every issue should bring a new story or a new chapter of the old story. 
Neil- White Co., Fresno, Cal., advertise a "special" along the same lines. The 
border effect made in connection with the cut is very good. 

Glover's, South Norwalk, Conn., is the style of advertising that starts merchants to 
thinking "advertising doesn't pay." It tells nothing. It gives the prospective pur- 
chaser no idea of style, fit, comfort, wear or other points of merit. An advertisement 

should, like a newspaper item, give live news about the 
subject. Don't make the dear public guess at things. 
Don't make the advertisement so that they may possibly 
understand, but make it so clear that they cannot fail to 
understand. Make definite statements about specific 
goods and quote prices always. 

Strange & Skinner, Bingham ton, N. Y., show what can 
be done with only six inches of space. This advertisement 
is reduced from three inches across two columns. Half 




Ever Put on a Low Shoe That 
Turned Out to Be a Rubber? 




352 



HOW TO ADVERTISE A RETAIL STORE 



of the space is taken up with an illustration, yet they find room to tell the public that their 
"low shoes are not sawed-off high shoes," that they will fit and not rub or chafe the heel. 
The point is well taken. The manner of advising "tans" is rather ingenious and off- 
hand, and the idea intended to be conveyed will perhaps be unconsciously absorbed by 
most of the readers of this advertisement. 



CHAPTER LVIII 

THINGS TO EAT 

THE grocer, the baker, the butcher and the confectioner do not do as much adver- 
tising as they should, and when they do it is about as poor as any done by retail 
merchants. The bulk of their advertising has degenerated into a bargain list 
which suggests stale and unsaleable eatables. Prices should be given in all kinds of 
advertising, but the bargain idea should not be allowed to suggest inferior wares. 

Quality should be the keynote of all advertising of all kinds of foods. It should be 
educational to a large extent, telling the housewife how to distinguish between the good 
and the inferior brands. It should be given a tasty and appetizing flavor by the use of 
dainty borders and fancy display and illustration. Food values should be taken up; 
variety should be suggested; little known goods should be advertised. Fresh arrivals of 
all classes of food-stuffs make interesting advertising. At all times the advertising should 




jROSE'S, 

73 Franklin St 

GI^OEKIES aod (lEfiTS. 



Base's Cash Store, 

73 Franklin Street. 

Groceries and Meats 



be seasonable. Vegetables out of season and early fruits give materials for good season- 
able advertising. 

The grocer should present his wares at as timely intervals as possible. Fresh vege- 
tables in season and canned vegetal)les and fruits in their season — Ivcnten goods in 
Lent and fancy groceries at their proper time. Freshness and cleanliness should always 
be suggested by frequent and regular changes of advertisements. 

The advertising of one thing at a time should be adopted by the grocer and carried 
out all the year around. All of this applies equally to the baker, the butcher, and the 
confectioner. They have their seasons as well as the clothier or shoe dealer. Timeliness, 
cleanliness, freshness and seasonableness should characterize all the advertising of food- 
stuffs. 

E. C. Tade, Decatur, 111., makes a good bid for the grocery business of Decatur. 



THINGS TO EAT 



353 



The idea of giving prominence to some seasonable line and offering special values in 
others is well worked together in this advertisement. "We never lower the quality; it's 
always the price," would make a good catch phrase for a grocer catering to the masses. 

The advertisements of Rose's Cash Store, Kingston, N. Y., show to some extent the 
variety that there is to a grocer's stock. In these we have an advertisement of vegetables, 
one of jelly powders, another of honey, another of evaporated cream, and one of a general 






POTATOES 

65 Gents Per Bushel 

5 Bu. or More 63c Per Bu. 

These potatoes are fine Jlidiigan potatws 
—the kind that every house wife will appre- 
ciate. Each bushel contains four full pecks. 

Again we wish to remind you of our high 
grade groceries. It means economy for you to 
send us your orders. We never lower the qual- 
ity, its always the price. Note below a few 
money savers for today andy Wednesday, 
There are many more here. , 

10 bars Lenox Soap .'.•«.#«««.'i.....« 25e 

7 bars Old pouniry Soap 25o 

8 lbs. Bulk Starch '.....25o 

1 lb. regular 25c Mocha andJava Coffee 20o 

1 lb. high grade Imperial tea. special price .... .25o 

4 cans Lincoln Park sweet corn .25o 

6 lbs. Santa C^ra Prunes .25c 

Call Qr telephone. Your order will receive 
prompt attention. 

£. C. TADE 

1117 N. Water St. Both Phones. 

QEBHART BLOCK. 



tmm \ PH0HES424 

Have you ever 

tasted Canned 

Sweet Potatoes? 



They're so near like the kind 
that you would cocrk and serve 
today that you cannot tell the 
difference. 

they're carefully cooked and 
canned, of perfect potatoes and 
retain all the original strength 
and flavor Then yon don't 
have the bother of cooking and 
peeling. It's all done and ready 
the moment you open the can. 

3-lb. Cans 



15c 



A dozen cans, $!.( 




1NSI0W3 

— =COTTAOE,-= ' 

BAKER.Y 



lECAUSE we've' 
said so much| 
about our Bread! 
don't think that! 
is the only thing wej 
make. Our Pies, Cake,; 
Cookies. Rolls, Buns.' 
Biscuits, are made thai 
best possible way — so 
deliciousand toothsome| 
that you cannot help] 
being delighted witW 
them. •' 

Tour order ^rtll 



869 Chapel St. 
375 Elm Street. 




That It urges upon the hous«- 
beepers of Savannah. Pur© 
fooda are more economical 
than inferior articles — It 
not wTiat you pay for 



^ .Rockdale Butter 

iB the highest achievement 
of butter makers of the 
country. It Is made where 
cleanliness ft paramount and 
hy men who think more of 
their reputation than they do 
of profits. There Is absolute* 
ly no coloring In Rockdale 
Butler, it is never kept In 
cold storage and It comes di- 
rect from the creamery to 
the Delmonlco three tlg[ies a 
week, you can't buy better' 
butter — Ifa not made.' 



New Shipments 

f/ - ^— *" 

Now Evaimrated Atirlcots. 
r^ncjr JuIfy Meaty Prunes 
noyal Cheese In Jars, In- 
dividual, picnic, lunch, din* 
ner and cafe sizes. 

noqiiefort Clicciie In Jnr», 
Canienbcrt Cheese In Tins. 

Dglmonico's ^ 
. fe/epAone Exchange 

The Delmonlco Is now 
having Installed the first tele- 
phone exchange ever used In 
1 SavannaTi • grocery estab- 
lishment. Inoreai:ed tele- 
phone calls have caused the 
adoption of the - exchange 
and when It la In working or- 
der all that win be neces- 

ask for the''iThe Delmonlco." 
The Delmonlco operator will 
Ihen connect you with the' 
person- yOu want to epeak to. 

Have you ever used % 
Slanke Coftee POt — the great 
loITee saver? It Is a .Del# 
-nonlco good thing. , . .-^ 



lae returned 
Food . Showe 
_able to introduce 




uallty. oi 

The Delmonlco's bid for 35J 
business Is baaed upon qual- Q 
Ity and service. Every artl- 2^ 
I aruaranteed to be pure.. ^^ 



opportunity of economy by 
being given low prices on 
th(ng:s you ubc every day In 
the year. So every day you 
Have cents ajid see tbem grow 



Pure Foods. 8 



Mean there Is 

mean a greater pleasure In 

tor's bills. No adulterated 
articles of. food enter the' 
Delmonlco. It ie Savannah's 
first and original- 

Pure Food Store 



Some 
Oood Things. 

Parafine "Wax and 'White 
Brandy for preserving pur- _ 

Dr. Thomas'e Uncooked w 
Wheat Bread. Q 

Natural Foo.3 Oo.'s Shred- Jf 
ded Wheat and Trtscult.. ' -Q 

Old Fashioned "rrenton — 



English Breakfast Tea put 
up In a pound chest — sealed 
air-tight with all the original 
flavor ccmtalned therein. 
Very fancy. 

Rockdale, the butttr that 
never disappoints. 



Automobik 
Rapid Transit. 



Hope 

and nothing J» -aUowed 
delay.: 



>8 4re now made jS 

ng j» »u<»wea to r 

"•_" ■ c 



Mrs. Housekeeper, 



The Delmonlco, Is the meet 
economical place for you to 
trade. Pure foods are cheap- 
er at any price— rand ' right ^ 
Pure ^ 



fo the belief that you ai 
Ing money by buying In ei 
lablishnients where quality 
not considered. 




nature urging the sending of small orders to the store to be filled. These advertisements 
are refreshing after one has exhausted one's self in looking over grocery advertisements 
that harp continually upon teas and coffees, or are mere price lists of lines that are carried 
by all grocers and usually at the same prices. The typography might have been improved 
in some cases, but taken as a whole they are excellent examples of all-type grocery adver- 
tisements. 



354 



HOW TO ADVERTISE A RETAIL STORE 



Canned foods of all kinds offer the grocer a chance to advertise largely. This one 
of Kramer's, Little Rock, Ark., "Have you ever tasted canned sweet potatoes?" is a good 
one. New lines of canned goods are being introduced each season, and the grocer quick 
enough to be the first to announce these new things usually gets the bulk of the trade on 
that line for at least one season. Not only that, but it brings new customers to his store. 
This gives the customer a chance to become acquainted with the methods, style and 
order of the firm, and if these are better than where he has been dealing he probably 
transfers his whole trade to that store. 

The advertisements of Delmonico Company, Savannah, Ga., are always good. They 
get down to the meat of things without delay or fuss. Their way of describing their 
store service is convincing, and if they live up to their advertisements their business will 
continue to grow and prosper as long as good advertising and good store service continue 
hand in hand. 

Loveday, Gloversville, N. Y., does some very clever advertising of bread and candy. 
The talk is good and gives one an appetite to be satisfied. Such advertising should bring 
good business to Loveday. 

The sort of bakery advertising that makes a fellow 
want to take home something to eat for tea is exemplified 

in the advertisement of 
Winslow's Cottage Bakery. 
This advertisement is 
clean-cut and well written. 
It leaves a good impres- 
sion in the reader's mind. 




AlB^ft Seessel's M arket 

Home-kiUed MEATS of aU kinds 

INSPECTED BY Ttffi OTY INSPECTOR 

8, 10. I2i ® 15c lb, 

, BOTH PHONES 185 »» MAP STBgET 



LOVEDAY'S tOVEDAY'S LOVEDAY'S 




There's a secret in mak- 
ing good bread. Not every 
bread baker can make the 
"very best" every day. We 
have the secret; that's the 
"reason why" our Grand 
Mother's Bread, Com 
Bread, Lunch Bread, Five 
O'clock Bread, is made the 
very best it can be every 
day. 

A good reason why you 
should buy it to-day: be- 
cause it's the very best ev- 
ery day. 

6c, 8c, IOC the loaf. 



Would you enjoy delic- 
ious Hot Biscuits for your 
supper to-night? 

We make every day the 
most delicious tea biscuits 
you ever ate. They come 
from the oven at 4 o'clock, 
just in time tor your even- 
ing meal. 

Stop in and lake y^ doz- 
en home with you. 

You'll be sure to come 
again very soon; others 



Yoo Haren't Been (o 

Loveday's For Home 

IW&rfe Candy? 

You have missed a treat 
seldom equalled — never 
equalled before in this city 
— this may sound exagger- 
ated, but the statement is 
made on fact. The best 
candy ever made is offered 
you to-day by some stores 
and from those who know, 
Loveday's home made can- 
dy is the best of all. Stop 
to-night and take home 
with you a pound of Pea- 
nut Crisp and Molasses 
Taffy. It's only 

15c the lb. 




9F ^OUntE NOTALIVIL 




It is set in good readable type, and is not too long and not too short. This kind of adver- 
tising sells things to eat. 

Hildebrecht Catering Co. advertise ice cream in such a manner that the reader might 
wish a dish at once. The Japanese tea room idea will suggest many possibilities to 
the confectioner in the way of decorations for his ice cream parlors. A handsomely 
decorated place in which to serve ices and drinks will do just as much for a store in the 
way of patronage as good tasty ices and drinks. The manner in which food is served 
often gives the commonest article a flavor not to be found in fancy foods poorly served. 

Smith's Honey Bread is advertised by means of small advertisements. The loaf of 
bread is inviting, and when argument after argument is given in this way must result in 
business. There are many good arguments that can be used in advertising bread. The 
one here illustrated is perhaps the least likely to interest the masses, although many will 
say, "If thousands of people are eating Honey Bread and are satisfied, it must })e good 
bread." 



i 



THINGS TO EAT 



355 



The Newton, Robertson & Co. advertisement is a combination of advertisements. 
It tells much, gives prices, and although typographically poor is strong in pulling power. 

Albert Seessel's Market, Memphis, Tenn., is a good card, but the space, though small, 
would have been better used had he advertised different kinds of meats on different days. 
Spring lamb one day; veal cutlets next day; lard on another day, etc., etc. 



Hildebrecht's New II 

Ja^paneye Tea Room 

Is a particularly dainty place with a distinctive-? 
ly Japanese flavor. But in it we serve other 
things than tea. It's 
Ad Ideal Ice Cream Room 

and is becoraine; the Mecca for those who shop 
, down town in the daytime, or walk around in the 
' exening. Every day sees it grow in popularity, 
and the summer will see it a great sutcess. 
Whv not get used to it? 
It's open until 10 p. m. 

VIe'rk a Special Agency for Belle Mead Sweets 

We handle a full line of Belle Mead Chocolate, 
Bonbons and Caramels, and they can be delivered at 
ypur home during the day. bv our regular wagon ser- 
vice. 

I Hildebreeht Catering Co. 

17. 19 and 21 West State St. 



TtXEPHON'ES 92 

9' 



Belle Head Sweeb DeUvered by Our WafMS 



Hildebrecht's Delicious 
Ice Cream 

is as sweet as it ought to be, but is not too much 
so. It is made from Pasteurized cream which 
comes direct to us from a registered New Jersey 
dairy; the purest natural flavors are in it, and the 
best refined sugar. 

It cannot be more delicious, and it is ABSO- 
LUTELY PURE— 100 per cent. pure. 

In Our Japanese Tea Room 

we 're serving nearly a dozen varieties «very day, 
and make over a hundred other flavors to order. 
It is the ice cream which has taken the lead, 
and holds it by sheer force of merit. 



Hildebreeht Catering Co. 

17, 19 and 21 West State St 

TCLEPBONES n 



Philadelphia 
Capons. 

Order one of our fine ones 
for your Sunday dinner. 

Don't You Want 
Us To Do Your 
Baking? 

Wc believe you will find 
It the wisjE policy to try our 
Homelike Bajcery. Products. 
We are sure that once you 
get acquainted with them, 
and the quality of the goods 
we turn out every day, vou 
will dccid: to quit fussing, in 
the kitchen and let us do 
your baking for you. 

The Baked thhigs are as 
nice as Citn be made in your 
own home, and it is more 
economical to buy our kind 
than to do your own bak- 
ing. 



Special High-Grade 
Chocolate Sale for Saturday 



35c. 



8 Pounds 
$1.00 



5 Pounds 

$1.50 



20 VARIETIES- YOUR CHOICE OR ASSORTED. 
They include Nougatines, Peppermints, Caramels, 
Frozen Pudding, Marshmallow, Coffee, Orange, Lemon, 
Pineapple, Cocoanut, Montevidoes, Maple Pecan, Cream 
Walnut, Cream Raisin, Wintergreen, Bitter Sweet 

35c. We certainly carry the largest 35C. 



POUND 



and most delightful line of 
Chocolates in the city. 



POUND. 



30c. lb. 

25c.lb. 



MEXICAN KISSES, 
CREAM WALNUT KISSES, 
HAYSTACKS, 
COCOANUT GOOIDES. 
CREAM WAFERS, 
HARD CANDIES IN GLASS JARS, 
JOc, J 5c., 25c. and 30c. Each. 
We make all these goods, and we know absolutely 
their superior quality 
AND THEY ARE ALL ON SALE AT BOTH 
OF OUR STORES. 



Choice Fruits In Great 
Abundance For 
Saturday and Sunday. 



STRAWBERRIES AND 

BLACKBERRIES. 

WATERMELONS. 

BREAKFAST MELONS. 

PINEAPPLES, 

PLUMS, 

CHERRFES, 

NEW Apples. 

RED BANANAS, 
YELLOW BANANAS. 



Georgia Peaches. 



Fresh Vegetables. 

We sell everything in the 
Vegetable line thai grows. 



EJGHT 
TELEPHONES. 
ALL ONE CALL. 

2040. 



NeiKon, 



,Kobert sott&M 

mssm 




UOUB— UADQ 



FRESB PBOU 
OUR OW.1 OVKRI, 



. Preston Market, Hartford, Conn., and Schaub's Market, South Norwalk, Conn., 
both use the same advertising service. The arguments and cuts are not bad, but the idea 
suggested above of advertising some particular meat on different days, perhaps telling 
how to prepare tasty dishes, etc., would prove much more effective as business bringcrs. 



356 



HOW TO ADVERTISE A RETAIL STORE 



CHAPTER LIX 

TRUNKS AND BAGS 

THERE is very little advertising of trunks and bags in comparison with other articles 
of daily use. We say daily use because there are hundreds of thousands of 
trunks, bags, telescopes and suit cases in use in our own country every day. It 
is true that they are not a daily necessity, for the average man and woman are supplied for 




Jno. L. Cobbs ^ Co. 



Iri Carpet Department. 

W« h«v« juit received a cai load ot 
Japanese Mattmgj that we will put on 
sale this week. 
One lot at. ..... $10.75 per roU. 

One lot at. 9.75 per roll. 

One lot at .. 8.75 per toll. 

LAYING FREE. 




. Of course this IS an unusual lime of 
tne year to advertise Trunks^ but we 
riust dose out what we have on hand 
Hn order to make room to; our new 
stock. Therefore, we will make a 
riice on any trunk ui the house in or- 
der to move Ihem. 



Going South? 



If you are you will need something in the line of good trav- 
eling equipment. You will find here tourists' outfits to meet 
the exigencies of every sort of travel. 

Our Leather Batfs and Suit Cases 

are the very best that skilled labor and faultless materiaU 
can make. 



i A.. 



rramo: ■lldlng locV 
nne Engllnh ho 
pocket; covered 



(laAKe 
Insldo 



;s. each. tasR, MJSo, 



Made on steel froipe. 
sprlnfc lock and cnt^ 



Olhe'a for. .ta-lS and up to VIXOO 

VeJT rinv l.itaies' Seal L^atker 
Dasa $9.00 and up to •lOJW 

Rlepfaaat aod Watnia L«a<keT 



SEE THE SPRAGUE AVENUE WINDOW DISPLAY 



708-710-712 First Ave. 



many years when once they have purchased a 
trunk or bag. But styles change in trunks 
and bags as in anything else, and there might 
be a lot more business done in these travel- 
er's requisites if this point was more promi- 
nently emphasized. 

A few years ago some of our travelers 
were satisfied to tie up their belongings in a 
handkerchief and by means of a stout stick 
suspend it over their shoulder and start out 
on their travels. People traveled light in 
those days, because a great deal of it was 



707-709-711 Sprague Ave. 

(/ \) 

done on foot or by coach. In those days, too, 
the personal belongings could often be packed in 
a collar box, so that trunks and bags were only 
rerpiired by the truly rich. 




tt 



TRUNKS AND BAGS 



357 



Trunks and bags can be advertised from the necessity point to-day, for when people go 
a distance for a few days' visit they require considerable clothing. Usually there are a 
number of social functions given in honor of the guest, and the guest is supposed to carry 
his or her own wardrobe about with him or her. 

The need of having the latest style of trunk or bag can be emphasized from the 
point of appearance and necessity. Stability and durability is another point that might 
be strongly emphasized. Price, too, can be used as a lever in drawing trade to any 
particular store. 

Perhaps one reason why there is so little good trunk and bag advertising can be found 



'TPark- 
Tnigkfc 



Crand ** Outing -SecMon" Safe 
TrunK-s Openi Tue^sday^ 



Th 
•ftrt- 
Innr 
TrntaL 



of 



Bisl 

Trenkt 




Thousands of pcop'e are beginning to think of MoviDg oat 
of I he Uome, and into a Trunk. Homomaking — in k Tronk, 
ia easy, IP iha Trunk ia a -Parkhnnt.*' And WK are tha 
t^y agent for <>Parkhnnit" Trunke in Portland. 

To be'p the Migratory Trunk Dwellcra wo begin a Grtat 
Trunk Sao Tuesday, Stay 16tli. 

'"^ ,S^ That Trunk (No. 250) it tha opening number ot 

the ealo. It is a strong box, brown canvas covered, iron 
binding and bolioni, 2 inch cicala, brass lock, Jap fattenora, 
IS inch steel clamps, belling leather handlea, three inch 
hingri, paper lined, one deep body tray, with covered 
bat box. 



Itui 



Stronjest ^'"^ 

Trunk No. 300. 



32 incli 



inch 
fS.l» 



nil 

liglilesl 



Compact 
Trunk. 




TirlMl 




J439 
li 



For traveling, suit caies are 
the most comfortable bags to 
carry. 

We've long made a point of 
carrying the best of $5 suit 
cases, made for us in large 
quantities and giving an unusual 
quantity of wear. 

Higher priced cases, ol course. 

Steamer rugs, steamer trunks 
and all the clothes man or boy 
packs. 

Straw hats, caps of all sorts, 
tennis shoes to take along. 

Rogers, Peet & Companv 

Three Broadway Storcj. 
25J 842 12(1U 

Creel 
NEW YORK 



in the fact that these goods are usually handled as a side line. Shoe stores, men's fur- 
nishers, harness shops, and department stores handle them. There are very few exclusive 
establishments for the sale of trunks and bags, and these few are usually manufacturers 
who look after their retail interests in a perfimctory manner. 

Romadka, Milwaukee, Wis., gives us three advertisements that are not bad. They 
are what might be termed semi-general in character. Each advertisement takes up its 
own point, but in two of them both trunks and bags are classed together. The headline, 
"Going South," in connection with the steamboat is likely to mislead the reader into 
considering it an advertisement of a steamship company. The other "On the Road" 
is of the same nature and likely to be misleading. Had the two words, "Trunks and 



358 HOW TO ADVERTISE A RETAIL STORE 

Bags," or either of them been prominently displayed the advertisements would have 
been more quickly recognized as being those of*a trunk manufacturer. The adver- 
tisement of "Fitted Bags and Cases" is excellent. It is far better than either of the 
other two. The display is all that could be asked for. A few more details about 
qualities and prices would have improved this advertisement wonderfully. 

The advertisement of A. H. Christie Co., of the same city, would be recognized at a 
glance as that of suit cases. This advertisement is lacking in a great many details, but 
as it is in the nature of an opening announcement, that may be pardoned. 

John W. Graham & Co., Spokane, Wash., use the headline, "Going South," but the 
illustration fills out the suggestion of traveling companions. This advertisement should 
sell bags and suit cases. Display is good, illustration is good, introduction is good, de- 
scription is good, name-plate is good, therefore the whole advertisement is good. 

The advertisement of Jno. L. Cobbs & Co., Montgomery, Ala., is only a part of 
their advertisement. The other lines advertised were of the usual department store vari- 
ety. This portion of their advertisement is shown merely as an odd piece of advertising for 
a department store to put out. They state, "We will make a price on any trunk in the 
house in order to move them." Now, does that mean that they will meet any offer made 
them or that they will make the price to suit the circumstances of the buyer. Will the 
millionaire be asked to pay more than the day laborer for his trunk? This is rather too 
indefinite. 

Rogers, Peet & Co., talk about their $5 suit cases and tell of the ease in handling 
them. They do not forget to mention that they have higher priced ones. This adver- 
tisement is typical of all those placed by this firm. They are usually just as good as this 
one is. 

The J. R. Libby Co.'s advertisement is a good one. Just read over the description 
of their No. 250 trunk. Here it is: 

"It is a strong box, brown canvas covered, iron bindings and bottom, 
two-inch cleats, Jap fasteners, one and one-half-inch steel clamps, belt- 
ing leather handles, three six-inch hinges, paper lined, one deep body 
tray, with covered hat box." 

That is a sensible description of the trunk. It gives every detail, so that the reader 
can see the trunk, mentally, before him. This advertisement sold trunks, lots of trunks, 
for the rest of the advertisement is as good as the description of No. 250. 



MAIL ORDER ADVERTISING 



CHAPTER LX 

MAIL ORDER ADVERTISING 

MAIL order advertising is one of the three great branches of advertising, and the 
newest of the three. During the past Jew years the growth of the mail order 
business has been enormous. In Chicago alone, the great center of the mail 
order industry, it is said that the mail order business has reached the enormous annual 
turn-over of nearly one hundred million dollars. Most of this business is controlled 
by but three firms, Sears, Roebuck & Company; Montgomery, Ward & Company, and 
John M. Smythe Company. It is estimated that these three firms receive on an average 
of twenty-five thousand letters daily. 

If any man can doubt the power of advertising after a careful study of the mail order 
business from its inception until the present day he must be a "doubting Thomas" indeed. 
This enormous business has been built up by advertising, by men who have made millions 
from an original capital of a very few dollars. 

Mail order advertising is similar to retail advertising in so far as it advertises merchan- 
dise that is to be sold direct to the consumer. It resembles general advertising because 
it is usually national in its scope. 

Every conceivable thing that is saleable is being sold by mail. The commonest articles 
are as readily sold by this method as the rarest. 

Manufacturers sell the entire output of their plants by mail. Mail order houses sell 
the output of many manufacturing plants in the same way. 

The mail order business, while a comparatively new business, has rapidly grown to 
enormous proportions. It is steadily growing and will continue to grow just as long as 
there are rural communities and small villages and towns to draw business from. There 
is a need for this method of doing business or it would not have succeeded from the first 
as it has. Nearly 47,000,000 people in the United States live in villages or on farms. 
This means that about nine millions and a half homes are practically situated in places 
remote from large stores. Most of these people are able to read, and it is safe to say that 
those who can, receive at least one mail order publication. 

The mail order house has created the mail order paper. Many of these papers, 
that to-day have enormous circulations, were unknown a few years ago. Some few of 
them under the guise of family story papers antedate the big "Catalogue" houses, but 
always have depended, more or less, upon the small, catchy advertisements of fake schemes 
and "much for httle" offerings of men who were working the public "on the side." 

Mail order papers are in a distinct class among publications. They are usually 
poorly printed on poor stock. The reading matter, while not of an unclean character, is 
usually of a very low order. The larger half of these papers, each issue, is usually given 
up to hundreds of small, four to twelve line advertisements, which are models of how to 
say much in little space. Fortunately for the public the publishers of these mediums 
are putting out a better publication than formerly. During the past two years there has 
been a marked improvement in the character and make-up of most of those having large 
circulations. 

Augusta, Me., is perhaps the center of the mail order publishing world. Eleven mail 
order papers are published in that city, ^ach having a large circulation of its own. Other 
largely circulated mail order papers are published in Waterville, Me., New York City, 
Chicago, 111., St. Louis, Mo., etc. The extent of the circulations of these papers can be 
conceived when it is stated that forty-one of these papers have an aggregate circulation of 
12,300,000, while one at least claims a circulation of over one million and a half each issue. 

The national weeklies and the monthly magazines are used to some extent by mail 
order advertisers. These are the favorites with the higher order of mail order advertisers 
and by the manufacturer who sells direct to the public by mail. 



362 



HOW TO ADVERTISE A llETAIL STORE 



Those who are opposed to the mail order style of business are apt to scoff at it and 
say, "They are all fakes and the public is being gulled by them." This is not true. It 
cannot be denied that there are many fake schemes being advertised; that there are hun- 
dreds of advertisements that are inserted in the mail order papers for the purpose of 
"catching suckers" and the unsophisticated, old and young. Notwithstanding this, the 
mail order business on the whole is a clean and legitimate business, filling a want that 
has been felt for years. 

The large catalogue houses are able to spend vast fortunes in advertising each year, 
and at the same time sell in many cases cheaper than the country merchant. This is 
due to the ignorance of the country merchant and to his unbusinesslike methods. 

It is true that the mail order houses sell annually many milhons of dollars' worth of 
articles of merchandise of unknown make, and in many cases of ancient pattern, to their 
customers. This is the class of goods that many consumers demand, because they are 
willing to pay only the lowest possible prices. Those wishing the better grades and 




MAIL ORDER LITERATURE 



newer styles, and being willing to pay a fair price for them, readily obtain merchandise of 
a high grade. 

The department store has revolutionized trade in the cities and larger towns by intro- 
ducing newer and better systems of merchandising. In the same manner the mail order 
houses will eventually revolutionize the trade in the rural districts. 

The country merchant, who a few years ago could point to his wares and say, "There 
they are, take them or leave them," must now incor})orate new methods into his business 
and go out after trade in a more aggressive manner. 

There is little doubt that the small country merchant is being commercially injured 
by the larger catalogue houses. But in the same way, a few years ago, the smaller 
merchants in the larger cities suffered from the inroads made in their business by 
their new rivals in business, the department stores. But as time passed things righted 
themselves; there was a new adjustment of things. The small store can, and often 
does, handle some lines in a manner more pleasing to the public than does the 
department store. This led to specialization on the part of the smaller stores, and 



MAIL ORDER ADVERTISING 363 

to-day there are as many exclusive stores in the large cities as ever, all doing a compara- 
tively satisfactory business. 

The country merchant may find his remedy in specialization. It may prove to be to 
his advantage to throw out many lines he now carries and add others that the mail order 
houses fail to sell successfully. At any rate he will have to learn how to do business in 
the newer ways. He will have to study the markets closer and keep a more watchful eye 
upon style. Prudent buying, pleasant service, and careful selling will help him to win 
out in the long run. The mail order house will aid him by introducing new goods to his 
customers, by creating a demand for lines hitherto unthought of by them. These lines 
he will eventually have a chance to supply. 



CHAPTER LXI 

THE BIG CATALOGUE HOUSES 

THE mail order business has no doubt been developed by the rapid increase in the 
population of the United States in the farm districts, and the growth of innumer- 
able small towns and villages, the scientific method of distributing the mails 
and the establishment of large houses founded for the sole purpose of selling goods by 
mail. The mail order house is nothing more than a vast retail business having for its 
customers all those who cannot conveniently buy at home. Until the modern methods 
of transportation had been evolved and improved there could have been no real successes 
in the mail order line. Modern postal facilities and modern railways are a necessity 
before mail orders can be made profitable. 

The mail order business can only be made profitable when it is possible to reach a 
great number of people in an inexpensive manner. The profits on sales are small, and 
barely cover cost of advertising, postage, stationary, printed matter and other expenses, 
leaving usually a very small net profit to the seller. In the minds of many people an 
idea exists that a few dollars can be invested in advertising and vast fortunes made in the 
mail order business. A careful study of the large successes will disprove this. Some of 
those early in the field began on small capital and eventually made fortunes, but it is a 
sure thing that to-day large capital is necessary to imitate their successes. 

We are apt to look at the large successes in the mail order field, such as Montgomery, 
Ward & Co., Sears, Roebuck & Co., and say, "Look at these two houses, which started 
practically with nothing and have built up businesses which are the wonder of the mer- 
cantile world." The phenomenal success of these houses is undoubtedly an induce- 
ment for hundreds of men to start in the mail order business. They see and hear of the 
success of the houses mentioned, and do not see any reason why they cannot bring about 
the same result. They do not stop to think that it has taken the houses referred to, years 
of time, a world of energy and the expenditure of millions of dollars to bring about what 
they have accomplished. One of the houses mentioned is said to have appropriated $500,- 
000 a year for two successive years in newspaper advertising alone, and it is also said that 
the accumulated profits of this house were for a period of years turned into advertising, 
laying the foundation first, then building up a business, which in its volume is not sur- 
passed by any other house in the world. 

The mail order business must be built up in much the same manner as the local retail 
business. First, the house must get acquainted with the people it expects to do business 
with. That can best be done through newspaper and magazine advertising. After cor- 
respondence has been opened up, catalogues and literature must be placed in the hands 
of the people. If it could be true that the one who reads an advertisement sends for a 
catalogue and becomes a purchaser at once, the mail order business would be the easiest 
thing in the world to conduct, because a newspaper advertisement costing a few dollars 



364 



HOW TO ADVERTISE A RETAIL STORE 



3p|su| ssnjeA Ibsjq 



ItfHlXH 



would bring requests for catalogues, the catalogues would make sales, the customer would 
get the goods he expects and be satisfied with them, and after that there would be a con- 
tinual run of orders and shipments of goods. But that is by no means the case. A man 
may get catalogues from different houses, and as he wants only one article of a kind, 
which house shall he favor .^ The one who follows up his inquiry the best gets the order. 
With possibly only one exception every mail order firm follows up every inquiry by a 
series of letters, booklets, etc., until the sale is consummated or the effort to make a sale is 
abandoned. This follow-up part of the mail order advertising campaign is as import- 
ant as the newspaper advertising and catalogues. 

The following from Printers' Ink gives us much information about the business 
methods of one of the largest mail order houses in Cliicago : 

All sorts of romantic stories are told in Chicago about the rise of the mail order house 

of Sears, Roebuck & Co., which was 
founded in 1895 and has grown to a 
gross annual turn-over of more than 
$25,000,000. Business men who have 
themselves built on nothing but hard 
sense and hard work will tell you that 
luck made Sears, Roebuck & Co., and 
cite stories of the firm's beginnings, 
when the first small ojffice was constantly 
shifted from place to place to avoid 
creditors who would have hounded the 
concern out of business. The populace 
generally will confide to you in a whisper 
that Messrs. Sears, Roebuck and the 
Co. are three Polish Jews who landed 
at Ellis Island and started out as pack 
peddlers. And, of course, there is the 
pleasing old story about that one last 
hopeless advertisement, inserted through 
the kindness of a publisher who was 
willing to wait for his money, which 
turned the tide of fortune and sent 
thousands of dollars flowing into the till. 
The success of Sears, Roebuck & Co. 
has been rapid and striking, so, ergo! it 
must have been accomplished by means 
more or less supernatural. Thus the 
public reasons. 

R. W. Sears, the founder of this 
house, is a broad-shouldered, somewhat retiring man of forty, born in Minnesota, 
altogether an American, and with about as much of the supernatural in his personality 
as one might associate with, say. Uncle George Daniels. Mr. Sears, too, is a 
railroader. At twenty he went into a railroad office in Minneapolis, staying five years. 
The genius for trading, so strong in every Westerner, led him into various side lines, 
and about fifteen years ago he began selling watches and jewelry by mail, advertising 
in country weekhes in his own immediate territory and the few mail order journals 
then in existence. This business prospered until the panic of 1893. Then money tight- 
ened, and watches, jewelry and every other article of luxury became exceedingly slow in 
the market. Only necessities were in demand, so Mr. Sears began offering a small line 
of general merchandise at prices to suit the times. After a year's good business he moved 
from Minneapolis to Chicago, with the idea of establishing a greater trade in the real 
distributing center of the West. In the nine years since then the annual turn-over of the 
house has grown from $500,000 to its present proportions. 




/You will always find our 
Goods and Prices on the 

SQUARE 

The lowest Prices for Like Qaality 

K««p th«sa Samples you'ujill 
vuont o Suit loter, if not noui. 



LWeaver 



U the rccognlud ne*<Ji]uartcr« lor 
CLOTMIINO, SHOES. HATS AND 
fURMSMlNO 0OOD6 




A IMAILING CARD, OR FOLDER 

Samples of cloths and prices of suits were shown 
on the reverse side. 




HYPNOTISM r:ia "A DREAM IS FROM GOD 



others to do his or her bidding, to think ; 
phe wills him to think. It includes the ) 
ol one person's mentality to that of a 
When used in the proper way. great go 
be accomplished. The sick may be 
harmonious thoughts may be establish) 
correct living entered upon. Any one \ 
iott the hypnotic power— and 



at all times and under all cir- 
cumstances exert a wonderful 
influence over his associates, 
ond in matters of business and 
personal advancement desired 
ends may be readily attained. 
T//E FARA GON MOtfTHL V treats tku 
9uhJtet/uUy in a popular tuay. 



d. and 



is one of the earliest mandates and the truest of sentences. Stfange, gtitUenng, 
imperfect, but real and direct messengers from the Infinite are our. dreams. 
Like worn-out couriers, dying with their news at the thresnold of the door, dreams, 
seem sometimes unable to utter their tidings; or is it rather that we do not >et 
understand their language, and must often thus Jay messages aside which contair. 
at once our duty and our destiny? No theory of dreams as yet seems entirely 
satisfactory; but most imperfect are those theories which deny in them an> 
preternatural and prophetic element 



MAGNETISM JS^rLr 

tism ? It 19 the charm of good fellowship as o( 

"Concord Days." To the man or woman highly 
gifted by nature with this wonderful attribute, 
the world holds in store advancement— SUC- 
CESS. Yet all may cultivdte it and become in 
greater or lesser degree human beings strong 
powgi-lhat 




:. It is a priceless posses. 
. The pleasures of life, social 
. financial success and busi- 
fall into the 



Fren 



: Pabagos Mostult ( 



THE LAND OF SLUMBERING PAS- 
SION— An inventor and scientist, sus- 
pended in his flying car directly over 
the North Pole, discovers it to be. not 
a mountain of snow nnd Ice. but a 
tropical valley in which he finds a beau- 



Tbb Faraoon Monthly I 



Is graphically 

while 

Onflori2thrinincHtorie». We pf' 
The l*AAi.oox M0NTU1.V for lie- 



bunch of i 
Intelligent * 



Tai Pabauo:! I 



escapades. His scrapes are all "big 
game," and Include a dangerously near 
approach to the Khedive, a flirtation 
with a hnrem car beauty, and even en- 
tering within the guarded portals. 
One of 12 thrnilnn utorle-. We eive book contalnlnir 
thenKwttliyear'sBnI.acription to *vvsn^ 
Thb Pabaoom Mojutuly for 



WE offer to give you, for 12 cents, our 
magazine for 12 months, and a book 
containing 12 prize stories. Now, 
let it be understood that while we give you 
Ok. tremendous bargain, at the same time 
we are not making this proposition merely 
through! generosity. One admirer says: — 
*'Never did I imagine that such grand and 
sublime truths could be placed before the 
public in such an easily intelligible manner 
as you place them in your excellent mag< 
azine." Not every reader ejcpresses such 
eLpprecla.tion, b\it surely nine-tenths of 
them are equally con j'C/caj- of its value; 
for we have found by past experience that 
nine out of every ten persons who read 
our magazine even for a short period, re- 
main permanent subscribers, or in other 
words, "once a. subscriber, always a sub- 
scriber." From this point of view, it will 
be a good investment for us to n\ake such 
an unprecedented offer, for we know that 
after becoming acquainted with our n\ag. 
azine. you won't want to get along with- 
out it, a-ny n\ore than yo\i want to get 
a.long without sunshine. Take advantage, 
therefore, of this extraordinary proposi- 
tion. Send 12 cents to-day to The Paragon 
Monthly. 24 N. William Street. New York. 

WOMEN WANT HUSBANI)5-MEN WANT WIVES. The Pakjcon MoNTHtT 
UONIAL Club. This list will reach subscribers twelve times a year. 



THE MIDNIGHT DEATH— A most un- 
professional but thrilling story of the 
evil deeds a physician — a newcomer In 
a little town — performed In order to cast 
discredit upon established practitioners 
and Increase his own practice. A weird 



TSK Paiuqon Mohtblt I 



sending of an irale Isiur 
message Ciiliing fur troops 
volt had been threatened 
the quarantine for family 



1EDGER0W ROSE— A country girl 
a country youth. Love touches the 
The girl loves another who wrongs 
Death follows, and the country lad 



thought capable of : 



SOME CRIMES Al 

strongly written sto 
conducted robberies: 



sketched, wh 



through love 



I MO.NTHLY for 1 



nes between. The ' 



a peril. 



TUK J'ARAOO.^ MUHTBLY 1 



THE CONJURER'S MAGIC ( 

" irglar _story, but on new lln 



rglar believes I 



BtorlBB. We (Tlve book coDtft 
The Pakauos Mo5tblt (o 



ASTROLOGY 



This sciMice of the 

which for centuries w: 

to lie in obscurity, recent s 

have investigated, and 

found that the si 

not attach undue 

of astrology is able to tell, if he knows the date 

of one's birth, what the future holds in store. 

He scientifically interprets this from a study of 

the stars. The temperament of every person is 

determined by the pia: 



; allowed 



i old did 






/ TELEPATHY a= i A ^ 

J ' one that may become of almost untold 'y ^ 

0k service to humanity. It stand_s in the jL yL or 

SBr eame relation to the telegraph and the ^ ^K fV 

" telephone as do our thoughts to wrUtea B^ ^ "" 

or spoken words. The one is Instanta- Y\ T\ ^ 



OCCULTISM V CLAIRVOYANCE 



(he possession of the so-called 
ehly developed in some sensitive 



words- The c 
neous. and independent of extraneous help; the» 
other must have mediums through which to 
establish communication. The one is silent, 
formless, voiceless, of the spirit; the other is 
material, and dependent upon substance, so to 
speak. What a marvellous gift this is. when 

cate with each other, exchanging messages of 



developed in accord 



THE PA RA CON MONTH L Y h 
tubject fully in a po/uUr w 



applied- Each 



A^ Or clear seeing, a gift that in 

nft. ancient times was principally 

'IBfe confined to prophets and seers, 

1 as mentioned in the Bible. This 

power is naturally possessed 

only by those whose spiritual development 



occurrences. The benefits and advantag 
such a gift are beyond description, and | 
the happy possessor in a realm of wondrou* 
above the anxiety and pettiness of mere m?l 



ansed by the Rrchardaon Fr«««, New York 



AN ADVERTISEMENT OF A MAIL ORDER MAGAZINE 



366 HOW TO ADVERTISE A RETAIL STORE 

"It is hard to persuade people that there is no secret about this business," he says, 
"yet there is nothing whatever mysterious about a mail order house. We give people 
what they want at the lowest market price, and let them know that unsatisfactory goods 
will be taken back. That's all there is to it. I know that the success of mail order 
trading is generally attributed to advertising. Our present annual expenditure for adver- 
tising and printing is $1,000,000, yet this department of the business, being only a four 
per cent, expenditure on the whole, is just one detail of the plan, and no more important 
in its place than an efficient shipping department. To regard advertising as something 
apart from the business would be to put it on a wholly wrong basis, and dangerous. A 
list of the publications we use would tell very little, for we use pretty nearly everything, 
good and bad, on the assumption that all publicity helps in the aggregate. The most 
important thing in advertising is to have something good to sell, and to hold on. You 
can fool part of the people part of the time, and so forth, but you can't buy enough adver- 
tising to fool all of them all the time, and even if it were possible to fool them all 
permanently you would have to devise a less costly way to do it than advertising. Strong 
advertising will never bolster up a weak proposition. You can't get mediums strong 
enough to pull it to even a fair success. On the other hand, with a proposition that is 
intrinsically sound and popular, you don't have to have very strong advertising mediums. 

"Our ads usually contain just as much reading matter as we can crowd into the space. 
I don't know that this is important. But to give value — to make good — that is important. 
What you say in your advertising matters little if you do what you say. The mail order 
trade rests not so much on advertising as upon catalogues. The advertising sells once, 
but the catalogues establish a permanent trade. They are the mainstay and backbone of 
the business. By far the greatest portion of our expenditure goes for printing. We will 
soon have the largest commercial printing plant in the world, and for several years our 
own printing office has employed between fifty and a hundred compositors. Our big 
general catalogue circulates to the extent of 3,500,000 copies annually, and is supple- 
mented with eighty-five other catalogues, each devoted to a special department. 

"Ten years ago the country weekly was necessary to the mail order trade, but to-day 
we use it hardly at all. We employ the agricultural journals largely, and also the religious 
press, but the mail order journals have done us by far the most good. They tell our story 
quickly and thoroughly to vast numbers of people, and in the past particularly have 
produced results little short of the marvelous. Ten years ago advertising was distrusted, 
and the business of sending money away for buying at a distance was surrounded by a 
great deal of mystery and risk. Advertising, coupled with every means of convincing 
people that our intentions were good, has entirely changed these conditions. Mail- 
order advertising has gone from the country newspaper to the very best classes of medi- 
ums. While daily papers are not of service in our advertising, we now use high-grade 
magazines, such as the Saturdaij Evening Post, Collier's and other weeklies of great circu- 
lation, as well as the monthly magazines. Where country trade was formerly sought 
we now sell also to people in towns and cities, and our catalogues are sent anywhere out- 
side of Chicago and Cook County, except to foreign countries, which we do not find it 
profitable to trade with. The extension of the mail order field has made it possible to 
employ high-grade magazines with less waste circulation than formerly. The extension 
of our field is due largely to low prices. In some departments of our business the per- 
centage of profits is very small — a gross profit of less than ten per cent, which includes 
none of the expense of advertising or handling. But the turn-over in one of these depart- 
ments aggregates $2,000,000 a year, and it is possible to advertise it liberally at a cost 
insignificant in comparison with the business done. 

"I am neither a born advertiser nor have I any particular genius at merchandising. 
The growth of this house is based on Mr. Carnegie's j)rinciple of success — getting good 
men around me. I have always endeavored to employ the best men I could get in each 
special line." 

Sears, Roebuck & Co. is now a stock company. Mr. Roebuck was an early employee 
of Mr. Sears, and his name was used in the first years because it gave greater dignity 



A RETAILER'S MAIL ORDER DEPARTMENT 



367 



to the business. Incorporated under the Illinois laws, the company has a capital of 
$2,000,000, occupies a dozen buildings in Chicago with 800,000 square feet of floor 
space, has fifty-three separate departments, and employs 3,500 people. While now 
conducted through many separate departments, each in charge of a responsible chief, the 
business as a whole is the result of Mr. Sears' ability in organizing, and is still altogether a 
reflection of his creative genius. 



CHAPTER LXII 



A RETAILER'S MAIL ORDER DEPARTMENT 



THERE is no reason why the small retailer who advertises should not do some busi- 
ness by mail, selling in that way goods that would otherwise be sold by his com- 
petitor in the nearest big city or the regular mail order houses at a distance. It 



doesn't cost any more to say in each advertisement 
when the advertisement contains a good many 
items that can be easily and inexpensively 
shipped to near-by points it will nearly always 
pay to devote a few lines to an explanation 
of the ease and advantages of buying from a 
house that is not too far away to make prompt 
delivery and to exchange or refund without 
the provoking delays that often occur when 
buying by mail from far-away stores. It 
isn't necessary to have a big fat catalogue, but 
it's a good idea to inclose with each shipment 
a brief circular covering the store's policy 
as to exchanges, refunds, etc., and other cir- 
culars describing attractive goods for which 
mail orders are wanted. At frequent intervals 
circulars or letters should be sent to those 
with whom you have done business by mail 
as well as to those with whom you want to do 
a mail business, urging the advantages of trad- 
ing by mail — the economy and convenience 
of it — and making a few special offers to get 
in touch with new customers and renew 
business relations with old ones from whom 
you have not heard for some time. There is 
a particularly good opportunity to do busi- 
ness along these lines just before Christmas, 
when an attractively prepared list of alluring 
gift goods will bring you immediate busi- 
ness that can be handled at very slight expense, 
and, incidentally, introduce you to a great 
many people who will trade with you the 
year 'round. The best list of names you will 
ever get will be the one you compile as you 
go along from those who write in response 
be a slow process, and it will be better to 



Mail orders filled promptly," and. 




A GENERAL ANNOUNCEMENT 



to your advertisements; but that will 
buy lists of taxpayers or voting lists 
from the town clerks of those towns from which you would like to get mail orders. 
It isn't necessary to cover a whole county at once: you can take up a town or 
two at a time, those most readily accessible, and the results of this camj^aign of 



368 HOW TO ADVERTISE A RETAIL STORE 

concentration will determine whether it will pay to spread out. Make somebody respon- 
sible for the filling of every mail order. Insist upon the prompt acknowledgment and 
shipment of each one, or immediate notification if the goods are "out," stating when they 
are expected and asking whether you shall substitute other goods or refund the money. 
But don't often be out of things if you want your mail orders to amount to anything worth 
while, and don't ever ask the privilege of substituting without ofi^ering at the same time 
to refund the money. 

Merchants located in small towns have developed trade with mail order customers in 
the face of the strongest kind of competition. They have proved conclusively that it is 
not necessary to be located in a great mercantile center in order to sell goods from cata- 
logues, A firm in a little Texas town of 1,500 population have in the short space of two 
years developed a very profitable mail order business. What this firm has done almost 
any firm can do if the circumstances are at all favorable. 

This little 1 ,500 town is situated in a rich agricultural and stock-raising district in the 
central part of the state. The nearest city, with a population of about 30,000 is only 
twenty miles away. There is only one railroad entering this town, but there are eleven 
rural free delivery routes which cover the surrounding country thoroughly. This latter 
fact is worth noting as it is a great aid to mail trading. Their first catalogue was six by 
eight inches in size and contained but thirty-two pages. It contained a long list of articles 
in dry goods, notions, clothing for men, women and children, shoes, millinery, etc., 
each article accurately described and priced. Some of the articles were illustrated with 
cuts furnished by the manufacturers. About 1,500 copies of this catalogue were mailed, 
and the returns were immediate and continued. 

Since that time a catalogue has been issued regularly twice a year, in the spring and 
fall. There is nothing fancy or cute about these catalogues, they are merely plainly and 
neatly printed business getters. 

This firm uses circulars in addition to the semi-annual catalogue, and find they bring 
good results. Samples of dress goods, laces, embroideries, ribbons, etc., are liberally dis- 
tributed and bring gratifying returns. 

The advertising booklets furnished by wholesalers and manufacturers are freely 
used and are a source of much business. 

There are also about 1,000 telephones in the district through which this firm's bus- 
iness extends, and these are of the greatest service in advertising special sales as well as 
soliciting and receiving special orders. 

This is only one example from the many that might be cited. No retail house, how- 
ever, could expect a mail order business to develop to any extent without special adver- 
tising and a carefully conducted de])artment. The methods of the larger houses doing 
business by mail might be copied in this. The advertisements should be modified so 
that they would not smack too much of the "cheap" order. The country weeklies of the 
surrounding towns should be used as well as circular letters. 

In the first instance a catalogue of some kind should be compiled. It need not be large, 
but it should list a large number of things. The offerings should be attractively priced, but 
it is not necessary that everything should be lower })riced than they are at most stores. A few 
leaders at cost or nearly cost should be used to make the oft'erings appear more attractive. 

Arrangements should be made for sending samples of such goods as can be sampled. 
C. O. D. approval orders should be solicited on the more expensive lines. All goods 
should be sold subject to exchange or refund. In fact the mail trading should be made as 
attractive and easy as any trading can be and as it is in the home stores. 

Mr. R. W. Sears, of the firm of Sears, Roebuck & Co., in a recent interview, stated 
that his success was based upon the belief that customers should be given the best values 
obtainable. His words as quoted are: 

"We owe our great success to the fact that we have always sacrificed profit as much as 
possible to get and hold the customer's })usiness. In fact, we have been satisfied with a 
very small margin of profit — extremely small. We give them (the public) the utmost 
value for their money." 



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370 HOW TO ADVERTISE A RETAIL STORE 

NEW ADDRESSES. 

We have placed your name on our mail order list, and will consider 
it a special favor if you will write in the space below the names and 
addresses of a few of your friends who you think would also like to have 
their names placed on our list. 

H. S. NORWELL COMPANY, 

Nashua, New Hampshire. 



THIRD PAGE OF FOLDER 



It must be remembered that one sale will not make a mail order success. Repeated 
orders from the same customer are necessary for that. It should be the aim of every firm 
to satisfy customers. 

When the catalogue is ready it should be sent out to the best list of names obtainable. 
One excellent method for obtaining new names would be to use small advertisements in 
all the weekly papers circulating in the territory to be covered by the firm in its operations, 
offering to send the catalogue free of charge. This will bring in a number of responses 
and a good list of names that should be carefully followed up. Samples may be offered 
in the same way to secure new names which should, of course, be faithfully followed 
up. Another method of obtaining lists of names is to use low priced leaders in these 
advertisements in a similar manner to that followed by the large mail order houses. 
These offerings should, apparently, be pushed for all they are worth, but in the end the 
advertisement should advise the public to send for the catalogue first. The catalogue 
should list these leaders in their proper sections, so that if the inquirer is still disposed to 
order that particular article he will be able to do so from the catalogue. 

With the catalogue should be sent an acknowledgment of the inquiry and an 
order sheet. If the inquirer has stated any particular wants a per.sonal letter telling about 
the special values should go also. This letter should point out the page or pages in the 
catalogue upon which these goods are listed. 



A RETAILER'S MAIL ORDER DEPARTMENT 371 

The success of H. S. Norwell Co., Nashua, N. H., in the mail order hue might be cited 
as an example, the result of untiring energy and good business ability. This firm worked 
up a good mail trade in a little over two years' time in the face of seemingly insurmount- 
able obstacles. Nashua is a city of 25,000 inhabitants and is only forty miles from Boston, 
Mass. Within a radius of fifteen miles are Lowell, Mass., with 100,000 inhabitants; 
Lawrence, Mass., with 65,000 inhabitants: and Manchester, N. H., with 60,000 inhabi- 
tants. All of these cities have large stores giving excellent store service. Besides this 
there are always cheap excursions on the railroads leading into these cities which carry 
literally thousands upon thousands of ruralites and suburbanites to these larger centers 
to do their trading. Yet in the face of these facts the H. S. Norwell Co. has built up a 
profitable mail trade. 

The mail order department of this store was started with less than fifty names as a 
nucleus for circularizing. Now they send out weekly about 1 ,500 or 1 ,800 letters, trade 
bulletins or similar matter, with samples of goods from various departments. 

Personal letters are used, form letters being used only when necessary. These per- 
sonal letters whenever it is possible are signed by some salesperson who has an acquaint- 
ance with the })erson addressed. This gives the letter a personal quality, which has a 
great deal of weight with the trade. 

This firm uses a folder, which is invariably sent as an enclosure in all mail sent out. 
To it they attribute a great deal of their success. This is folded once making four pages 
and is about the size of a sheet of notepaper. The first page of this folder, which is 
illustrated in this chapter, contains instructions for ordering and blank for name and 
address, shipping instructions, amount of money enclosed, etc. The second page con- 
tains the order blank, the third is used for new addresses and the last page contains a 
list of the various departments of the store. 

This firm depends very largely upon their letters and bulletins for producing resultful 
mail orders. Small catalogues are used only upon special occasions. We reproduce 
below some of these letters as examples of literature that have brought business. By 
consulting the dates it will be seen that they cover all seasons of the year: 

Nashua, N. H., May, 19—. 
Dear Mad.\jvi: 

We take pleasure in sending samples of what we consider the best wash fabrics in America for 
the price. We put on sale Wednesday morning, May 2.5th, 10,000 yards of high class Madras Ging- 
hams. All of them thirty-two inches wide in fifty different patterns and color combinations; this 
season's selections. The backward season is the only reason why the sale is made, and also why the 
price, always 25c. per yard, now is marked down to 15c. a yard. 

Our Mail Order Department is at your service: it is your department, organized for the pur- 
pose of bringing people who cannot be at the store every day, in close touch with what we are doing. 
Write for samples to-day. All communications answered by return, mail. 

Yours very truly, 

H. S. NORM^ELL Co. 

Nashua, N. H., June, 19 — . 
Dear Madam: 

There's much that appeals to the unwary buyer on the score of price that does not come up to 
expectations in other ways, and low-priced goods that do not give satisfaction are poor economy. It's 
just this that has put this store "in a class by itself": in a class that makes it profitable for you to 
come and see the real purchasing power your money has. Or, send to the Mail Order Department, 
for samples: we're only too glad to send them. We pay as much attention to our mail orders as we 
do our every-day trade. To-day we enclose samples of thirty-inch Printed Lawns. The goods were 
never retailed for less than 12^c., and upward to 15c. These are from the million and a half dol- 
lar auction sale of Sweetser, Pembrooke & Co., New York. The price is 8c. per yard. 

We trust you will find something that may interest you in this selection. 

Address all orders to H. S. Norwell Co. Yours very truly, 

H. S. Norwell Co. 

Nashua, N. H., June, 19 — . 
Dear Madam: 

Shopping by mail is very easy at this store. Our mail order clerks take as much pains in 
matching fabrics or shades of color as if they were shopping for themselves. We receive many 
compliments on our prompt, painstakino- and thorouf^^hly satisfactory mail order service. 



372 HOW TO ADVERTISE A RETAIL STORE 

A world of beauty is represented in our stock of these summer fabrics. The collection of artistic 
productions is far above any display we have heretofore made, both in high grade textiles, and theo 
inexpensive materials, and this is the most favorable time of the season for you to expect extraordi- 
nary values from the store. If you cannot visit the store in person, send for samples of anything in 
the dry goods line and be convinced of the truth. Everything purchased at the store during this 
month of June will tell of unexampled saving on desirable and trustworthy goods. 

On the enclosed postal card would you be kind enough to send us the names of a few of your 
friends whom you think might be interested in our mail order service, that they may receive samples 
of various underpriced goods as often as we have them for sale. 

Thanking you in advance for the favor, we remain. Yours very truly, 

H. S. NORWELL Co. 

Nashua, N. H., June, 19 — . 
Dear Madajvi: 

We beg to announce on Saturday next, June 11th, our biggest and most ambitious trade move- 
ment in the history of this store. Hundreds and hundreds of splendid merchandise values arrived this 
week from the million and a half dollar auction sale of Messrs. Sweetser, Pembrooke& Co., New 
York. We are very large buyers. We were given every concession possible. The lines consist 
of the very newest, best and seasonable lines, viz., white goods, wash goods, black and colored dress 
goods, black and colored silks, hosiery and underwear, ribbons, table linens, towels and bedding; 
in fact, everything pertaining to first class dry goods. You never heard of such bargains in your life, 
and it will pay you well to visit Norwell's Saturday, or any day the following week. Attend this great 
bankrupt stock sale. This season's merchandise at one-third to one-half less than the regular selling 
price. 

If it is impossible for you to call in person, write to us for samples. Competent salespeople 
will attend to your shopping. If dissatisfied in any way with your purchase, return the goods at once 
to us, and your money will be cheerfully refunded. Yours very truly. 

H. S. NoRWELL Co. 



Nashua, N. H., July, 19—. 
Dear Madam: 

Your name has been placed on our mail order list by a personal friend of yours, one who has 
been deeply interested in our Mail Order Department, and who has already derived benefit from 
same. In many cases it is impossible for people living away from the city to be on hand at each 
and every sale. Therefore, we have adopted this plan: a Mail Order Department Service where 
competent salespeople will attend to your shopping. If you are in any way dissatisfied with the 
goods sent you, return them at once and your money will be cheerfully refunded. We send samples; 
we send goods on memo., subject to your approval. 

The increased demand for mercerized Jacquards in all the newest designs for shirt waists and 
shirt waist suits confirms our claim that these goods rival any twenty-five cent goods upon the market 
this season. The finish and luster improves with washing, making it the most meritorious and satis- 
factory goods ever made to retail at the price. If you are not already familiar with these goods, 
inspect these samples closely; wash them; give them a severe test, and if they prove satisfactory to 
you, as we know they will, mail your order and we will have it filled at once. Remember the 
supply is limited, only enough in this lot for about ten days' selling. 

Hoping to receive a reply, we remain. Yours very truly, 

H. S. Norwell Co. 



Nashua, N. II., July, 19—. 
NORWELL'S JULY BULLETIN 
SUMMER NEEDS AT FRACTIONAL PRICES 

The opportunity which this month brings for an increased business in these goods is the reason 
for these unusual offerings. Buying greater quantities we can buy at lower figures, and selling greater 
quantities we can sell at a smaller margin of profit, so you get the benefit of two price concessions — 
the wholesalers' and ours. 

All housewives should be interested. If you do not find something in the list below that fills a 
present want, many of the things mentioned will be i)rofitable to buy at these prices against future 
needs — take our word for it. 

30 in. Dress Muslins worth 12^c for 9c. 

24 in. Foulard Silks worth 75c for 59c. 

30 in. liarnaby Ginghams worth 25c for lljc. 

18 in. Silk Floss Pillows worth .30c for 19c. 

20 in. Silk Floss Pillows worth 40c for 29c. 

22 in. Silk Floss Pillows worth 50c for 39c. 

22 in. Silk Floss Pillows worth 60c for 45c. 



i 



A RETAILER'S MAIL ORDER DEPARTMENT 373 

Palmer's Arawana Hammocks from 75c to $8. We guarantee a positive saving of 10 per cent, 
on every hammock. Muslin curtains, ten styles at 98c. a pair, worth $1.25; Bobbinet curtains, 
five styles at $1.19 a pair, worth $1.50. Ladies' 50c neckwear for 33c. Silks, mohair and 
cotton shirt waist suits at a positive saving of one-half. White shirt waists in all the new styles and 
practical kinds at one-half price. 

Write to the Mail Order Department at once for anything you need This department is shop- 
ping for hundreds. Why not let it shop for you? You run no risk. Goods sent on approval sub- 
ject to examination. If not what you want return at once. We send samples of anything you may 
desire. Yours very truly, 

H. S. NoRWELL Co. 

Our bargains, like time, wait for no one. Don't delay. Order to-day. 



Nashua, N. H., November, 19 — . 
Dear Madam: 

You have doubtless traded by mail before now, and possibly were not satisfied. It may be 
that you gave trading by mail one trial, and getting poor service decided to let it alone in the future. 
Would it be asking too much of you to investigate our claims in reference to our mail order depart- 
ment? It has lately been reorganized, systematized, and put in a condition by which absolute satis- 
faction is guaranteed to its patrons. 

In a word, just as much attention is given to every little detail of the filling of your order by 
mail as is given to the management of the entire store. If anything, your order by mail will receive 
greater attention than if you were here in person, as it is our ambition to make this one department 
second to none in the State. 

With this brief introduction, we urge you to write us for whatever you may need; write to us 
for information; write to us for samples. Whenever this department can be of service to you, no 
matter what it might be, write to us. We are at your service any business day of the year. We are 
earnest in our desire to assist you. Will you write us to-day? Make this the test, and by its result, 
decide whether or not this big store may in the future count on you as its patron and friend. We 
promise to do our part. Respectfully yours, 

H. S. NoRWELL Co. 



Nashua, N. H., January, 19 — . 
Dear Madam: 

We beg to announce Saturday, January 14th, as the opening day of our Annual Silk Sale. 
For days and weeks we have been striving hard to make this event a distinct and masterful triumph 
over every past record. A sale of this kind furnishes a yearly opportunity for everyone to buy first 
quality silks away under the regular price, and incidentally furnishes us with an opportunity to 
do a good sized volume of business on a very small margin of profit. Hundreds upon hundreds of 
dollars worth of splendid silks have arrived for this sale. The lines consist of the very newest, best 
and seasonable kinds, such as the entire line of Windham Silks in black and colors, Cheney's nine- 
teen- and twenty-four-inch Printed Pongees, twenty-four-inch Satin Foulards, nineteen- and twenty- 
two-inch Fancy Silks, twenty-four-inch Liberty Brilliants, twenty-four-inch Crepe de Chine, in 
fact everything that is desirable for petticoats, shirt waists, shirt waist suits and gowns. A particu- 
larly fine range of popular weaves and colors will be represented. 

You never heard of such bargains in your life, and it will pay you to visit Norwell's Saturday, 
January 14th. If it is impossible for you to call in person, write to us for samples at once, filling out 
the enclosed sample circular. If not interested personally, will you be kind enough to hand this letter 
to some neighbor. 

Thanking you in advance for your kind favors, we remain. Yours very truly, 

H. S. Norwell Co. 



Nashua, N. H., February, 19 — . 
NORWELL'S FEBRUARY TRADE BULLETIN 

Twenty thousand dollars worth of spring and summer merchandise at half and less than half 
price, for our Semi-annual Sale of Manufacturers' Stocks and Mill Ends. Extremely heavy reduc- 
tions made in the price of every piece of goods throughout this entire stock. Never in any previous 
event have the advantages which we have to offer at this big sale been ec|ualled. The lowest price 
point in every instance has been reduced, and the prices are associated with only absolutely reliable 
grades and kinds, the kind of goods you will want right now. 

Thousands of yards of Spring and Summer Ginghams, Muslins, White Goods, Silks, Dress 
Goods, Cotton Cloths, Outing Flannels, Embroideries, Laces, Ribbons, Linens, Crashes, Towels, 
etc.. Blankets, Comforters, Sheets and Pillow Cases, Bed Spreads, Wrappers, Kimonas, Muslin 
Underwear, Knit Underwear and Hosiery, Corsets, Shirt Waists, Coats and Suits, Boots, Shoes and 
Rubbers at manufacturers' prices. A manufacturer's entire line of curtains, including the fine 
and medium priced Muslin, Bobbinet, Nottingham, Motif, Battenburg, Irish Point and Renaissance, 
in white, cream and Arabian at exactly one-half price. 




MAIL ORDERS SOLICITED 



A RETAILER'S MAIL ORDER DEPARTMENT 375 

No sale of this character this year or any other year has offered such great values. The reason 
for this great sale is this — by giving such big values at a time when it does the most good, we secure 
an advertisement that will be lasting. We are bidding for the future, familiarizing you with the 
high grade of goods that we sell at such very little prices. 

Sale opens Saturday Morning, February 18th, at Nine O'clock, and Closes Saturday, 
February 25th. H. S. Norwell Co. 



Nashua, N. H., February, 19—. 
Dear Madam: 

We invite you to a very special private exhibition and sale of fine pattern table cloths and nap- 
kins, the product of the world-famous manufacturers, Messrs. William Liddell & Co., of Bel- 
fast, Ireland, who were awarded the first prize and three gold medals at the St. liouis Exposition. 
. This private display will occur in our linen store, first floor, southerly annex, Thursday, 
Friday and Saturday, February 2nd, 3rd and 4th, just prior to our public announcement of the 
purchase. 

We have secured these fine cloths at so advantageous a price, because of our ability to handle the 
entire lot, that we can actually sell them at from one-third to one-half less than regular 
prices. 

The lot comprises table cloths and napkins in all sizes of medium and finest grades of satin double 
damask in superb designs, and we are assured in advance of your unqualified approval both as to 
desirability and price. 

We shall publicly announce this sale in the daily papers, but we trust you will avail yourself 
of the opportunity here offered for a private and leisurely inspection before they are advertised. 

Yours very truly, 

H. S. Norwell Co. 

We are indebted to the Merchants' Record and Show Window for the letters and 
examples quoted in this chapter. 



GENERAL ADVERTISING 



CHAPTER LXIII 



THE GENERAL ADVERTISER 



Seal Brand Coffee 



THE general advertiser has a choice of many ways of advertising, and it is often 
doubtful which would be the most profitable when he has no experience to guide 
him. There are three principal ways in which he may lay out his plans: viz., 
advertising his wares solely and singly to the consumer; advertising his wares to both 
the consumer and the retailer; advertising his wares to the retailer allowing him to intro- 
duce them to the consumer. The first plan 
mentioned is likely to be the most costly of 
the three on account of the great waste that 
must necessarily attend such a campaign. 
Large sums of money have b(;en literally 
wasted in pursuing such a course. 

Unless the retailer can be educated up to 
a certain brand or product, it is hardly ad- 
visable for the manufacturer or general ad- 
vertiser to go to the people with a product 
he cannot profitably supply direct. He may 
create a demand for his goods by his adver- 
tising, but after the public finds that he has 
made no provision for supplying it after it 



I 



A Tich, spicy fragrance that helps digestion— 
That compels a copious flow of the gastric juiccst 
A healthy, stimulating brain bracei — that increaset 
the mental activity naturally with no unpleasant after 
depression. 

J A blood and tissue builderl 
These are characteristics of Seal Brand CofTecl 
A perfect blend of pure, true, well nourished 
« upland" coffee berries grown on the best coffee 
plantations of the world — cultivated by the most ex- 
perienced coffee growers. 

Cured and roasted under our owij supervision. 
All the delicious nectar-like flavors fully developed. 
Positively no injurious, brain confusing or nerve weaken- 
ing ingredient. For Seal Brand Coffee contains ab- 
solutely no poor or impoverished coffee — no adul- 
terations — -no compressed toasted bread crumbs. 
Just the pure coffee bean I 
That's why Seal Brand Coffee 
certified coffee, 
fc Retail Selling Price, 





THE STUDENT 
Th« con<i«*at* of P««ce h«V« as "'bitter eo«« 
As the field* of war and the baHle losti 
For the silent strug|(le and ceaseless strain, 
A man needs body and nerve and bralni 
Strength toi endure and couraitfe hi^ 
,To win l^im and hold him his Tictorr. 
He Knows the worth of the perfect ^raiHv 
•Tie 13VAKER OATS, the Food of Braia. 

Made at Petetionagb, Canada. 



is created, they soon turn aside and think 
of something else. 

A case might profitably be cited . White's 
Sayings, Seattle, in a recent issue says: 

"It is not always the fault of the adver- 
tising. 

"The Kerr Manufacturing Co., Port- 
land, Oregon, do some good advertising. 

Recently they sent out under the grocer's name a circular describing their Economy Jar 
and referring to this grocery store as a place to purchase. 

"The buyer of home things for one family was satisfied with the advertising and called 
for the jars. 



^Qaaker Oats*^ 



380 



HOW TO ADVERTISE A RETAIL STORE 



"The grocer had only the pints. He didn't have any more quarts, and made the 
excuse that he was afraid of the jars, and didn't expect to buy any more. 

"The price was higher and he doubted if the pubHc would buy them. His own obser- 
vation had led him to believe that the Economy Jar wasn't any better than the other kind. 
When pressed for a reason he could not give any. 




M« auds ol the bert ^ha et oior-ltrt Srio. 
Too can an wb*l TOO wul of row dalv M 

Ona^ofKkaaooU. 

CLUKTT, PKABOOV 4 CO. 
-"-•■ '" • Shirt, to *,W<»M 




Don't Put Poor 

Paint on a Good 

Houae, 

Paint is intended to 
preserve as well as 
decorate. No paint is too 
good for your house. Tiie 
man who uses 

"Shipman", "Southern" or 

"Red Seal" 

Pure White lead 

has the satisfaction of knowing 
that his- property is protected 
as well as; paint can protect— 
'and his eyes assure him of its 
good appearance. 






Everybody'^ 
Flour 



Juat stopand think of 
how a batch of nutrl- i 
tlous, fine flavored I 
me- made bread | 
'pleaseethe whole fam- 
ily. And then remember you | 
can do It with 

Samico Flour 



«? 



Dorflinger's is the 
embodiment o f a 1 1 
that is exqaisite and 
I artistic in genuine 
Gat Glassware. 
Recognized eTery- 
whereas the Standard. 
Look for the label — 
the hall-mark of ex- 
cellence. At all first- 
•lass dealers. 



fGL^ASSW^^^RE^ 



"What a lot could be written about having the salesman educated and in sympathy 
with the advertising. 

"Here a customer for Economy Jars was murdered — killed to all intents and purposes. 

"And yet the manufacturer had advertised this grocer as one of the retail dealers in 
Economy Jars." 



THE GENERAL ADVERTISER 



381 



It is a well-known fact that an advertised product will be handled by the retailer at 
the closest possible margin, but the manufacturer who thinks he can force the retailer 
to take up his lines by the use of a general advertising campaign will usually find it too 
costly to carry out to a finish. The better plan has always been to first secure the co-opera- 
tion of the distributor, whether he happens to be the wholesaler, or jobber, or the retailer. 
A writer in a well-known business magazine has designated the general advertising 
campaign to the consumer as "the big stick" with which retailers are to be clubbed into 
line. In a measure this can be done, but is it the most profitable line of advertising for 
the new concern to pursue? 

The second plan, and perhaps the best one of the three, is completed by a well directed 

advertising campaign to the distributor. The 
i_j_j zr amount of the appropriation will usually deter- 

mine the extent of the advertising to the consumer. 




COMMON sense in summer 
time points to Kirschbaum 
quarter-lined, thin, cool 
clothes— made of Ballybo Home- 
spun or the famous American 
blue Serge. 

They have the style and fit of 
regular full-lined garments. 

Ask for Kirschbaum Summef 
Suits (Warranted). Good stores 
everywhere, $10 to $20. 

Insist oa seeing th« Kirschbaum label 
iaside breast pocket of coat. 

A. B. Kirschbaum & Co, 

(Makers) Philadelphia and New York 




If it is large, a national campaign may be begun at once. The best plan, however, is to 
take up one section of the country at a time, even a single state thoroughly worked is 
likely to bring better returns than a large territory only sparsely covered. 

if he is wisely led he will spend from one-half to two-thirds of his appropriation in 
advertising to the consumer while the balance will be spent in educating and creating 
a demand among the retailers. 

This latter part of his campaign will consist of trade-paper advertising and the use 
of other supplementary mediums. The retailers of the country and of the city are being 
educated in business methods and systems by the trade press. Each paper has a clientele 
of readers who accept every statement found in its columns as absolute truth. They 



382 



HOW TO ADVERTISE A RETAIL STORE 




Try a King Calif jRegal 
This TEme 

^'">v CalT IS a special tlow-tannexl call-skin. Thr skitij, t 

s use in tanning it are the very pick ol 

bat'l the first stage — •eicctton And eve , . 

ro the cutting-room in the Regal factory 
through OQ the- definite plan of niakuig 
are loot of King Call the finest leaih- 



tomfort. to lake a quick polish aixl 
and to stav in shape wet or dr), j 
ihe Kegal shape that svats you best, 
find the quarttr-sue t^at^ fits ya\ir f 
make a point ol ^pccifyuig "Kin£ C 
11 you never wore Regal King 
CaU you don't know all the Regal 
icasons-jett 










I Orders Promptly FiUed 



REGAL 



have been educated up to it. The trade press, then, presents the most favorable medium 
for the exploitation of any article to the retailer. This advertising must of course be 
supplemented by the use of circulars, booklets, catalogues, etc. 

In this way a firm can form an acquaintance with the leading retailers of the country. 
When the firm's salesmen start out on 
their trips they are carrying "identified 
goods," goods that are already known 
to the retailer. The salesmen are helped 
to open up new accounts and to increase 
sales through the advertising done to the 
retailer. He has been compelled to take 
a look at the new product, or brand, and 
if he is favorably impressed with it he 
orders a trial lot. 

It is here where the general cam- 
paign to the consumer should begin. 
A demand should be created at the time 
when it can be easily supplied. This 
demand once started should be steadily 
followed up until it has reached the 
Hmit. It must then be bolstered up to 
keep it at its limit. There is no end to advertising. Products that have continued in 
the public eye for years have only kept their places among the large influx of new 
brands and products by continuous bolstering in the shape of general advertising. 

The greatest stumbling block in the way of a successful advertising campaign direct 
to the consumer is the attitude assumed by the hostile and apathetic retailer. The con- 
sumer is usually personally acquainted with him. His word is accepted as the truth. If 
he recommends an article it is purchased, if he condemns it it is not wanted. 

A short time ago a lady entered a New York department store. Going to the silk 
counter she asked to be shown some "Samson" silk. This article is extensively adver- 
tised in magazines and other mediums addressed to the general public. The clerk had 

never Ik ard of "Samson" silk. At least, he said so. 
The customer had asked for it out of j^ure curiosity. She 
knew nothing of its merits or qualities, but had seen it 
advertised. The clerk showed her other silks and she 
was readily prevailed upon to accept another article 
that she regarded as 
suited to her purpose. 
Thousands of incidents 
similar to the above are 
occurring daily all over 
the country . If a dealer 
has not stocked a par- 
ticular line being called 
for, he either condemns 
it outright or speaks 
slightinfrly of it. It is 
such ])ersistent "knock- 
ing" that makes a gen- 
eral campaign to the 
consumer unprofitable. 
One of the best methods of securing the co-operation of the retailer is to sup{)ly him 
with good advertising literature for distribution, samples for free distribution when pos- 
sible, advertising cuts, window cards, etc. When the line is confined to but one merchant 
in a town he should be advertised as the local distributor. 




H/ Dh^f Xoilr Collar 


|. 1 " Jl 


W^^CftaUYebr Neckf \ 




^l3iiiSite£:^-r-?-— --■■1 


m^^^^^^H 


wMNlrMMrd.,". 






Corliss -Coon Collars 


' ::?iiil' 


ore 2 for'25o,bnl expensively made. 


They are roi^ ^^ and Ihe »ur(»ce 


I1..C001. CMm 


linen and malcriol next the -neck 


lL°l'n',°u"'l 


are each tolded in «ver a heavy 


""• ""'lo" »»"r 


inlerlinlne aU around the top, 


Iou'mI"'.!!^ 


makine a " Culler Scam." Two 


In.li..) W. Ml 


eaualjj, supported, rounded edircs 


Wlli°TOrto,'°6l1 


wiUisIand the wear and put off Ihe 


J,*'*'^ •"•»«•» 


day o( roui^h edges th»t, saw Ibe 


V*.."'.',n'"ru™. 


Deck. 


mI";,;: "«■«" 


CORUSS. COON SCO.. 310 FtanUlnSL,CHlc^ | 



THE GENERAL ADVERTISER 



383 



The Halpert & Jacobs and the Weinstock, Lubin & Co. advertisements are supphed 
by the manufacturer. In many cases space is contracted for by the manufacturer and 
a series of advertisements placed similar to these. 

In the larger cities where lines are not confined the advertising done is much more 
of a general nature. We reproduce a number of these advertisements in this chapter. 
The two clothing firms, A. B. Kirschbaum & Co. and Hart, Shaffner & Marx, offer us 
excellent examples of this general publicity. 

W. N. Aubuchon, a noted writer on business topics in a recent article said: 

"A window display made by a retailer is worth as an advertisement more than a hun- 
dred thousand paper circulation, although its influence, while operative upon compara- 
tively few consumers, is effective upon a greater number, because the goods are there to 
look at and to buy, ready to hand, and convenient 
for delivery. 

"The effect of a display card hung up in a ^^^^^ i^^^I^I^^I 

dealer's store is greater upon the dealer and his 
clerks than upon the transient customer. The card « « «. 

or sign keeps the name of the goods constantly in ■ ^«/«» ^f^ Understand 
^ ^ ^ -^ ^ the Vital Importance of 

This Label? 





WOflNG 

CAUFORNUMADI 

SHOE FOREMEN 



Leather tanned with 
California o&X Is touch and 
springy, thus ssrviceabla 
•nd elastlD. 

This Is ths leather used 
to sole Trus Merit Shoes 
—that's why they wear so 
much loncsr than other 
shoes and ti-n tbs wsarsr 
comfort. 

Tour eholcs— ^d kid, 
Telour or box calf — but all 
art soled with ths tough 
Isathsr. 

For tale in Sacrameito bj 
Weinstock, Lnbin k Co. 



To all those who sleep on mattresses, 
it is the sole protection and guarantee 
of absolute cleanliness and nealthful- 
ness. We speak from a maker's point 
of view, with inside knowledge of the 
process. You can satisfy yourself as to 
the value and comfort of tne Red Cross 
Mattress under our guarantee. The 
mattress may be returned to dealer if 
in any way it fails to please. 

IT MAY BE TO YOUR DEALER'S INTER- 
EST TO SELL YOU SOMETHING SO 
CHEAP THAT IT IS NOT TO YOUR 
INTEREST TO BUY. DEMAND 

The Red Cross Sanitary Felt Mattress. 

Red Cross Sanitary Felt Mattress is made of 
long-staple cotton cleaned, sanitized and made 
into 8 great downy felt layers, so fitted to the 
ticking that it never hardens, packs or lumps 
—always healthful, comfortable and satisfy- 
ing. A sun bath makes it new 



PRICE $15.00 

The Cheapest Mattress at any Price 



the mind of the dealer and his clerks, and causes them to make oral suggestions to 
customers to buy the goods, while selling other articles to them. 

"Similarly a handsome dummy exhibit is a standing memory tab to the clerk who 
sells the goods by showing them. 

*'A salesman on the road, to save weight, often leaves at home the sample of staple 
goods which he thinks everybody knows all about, and will not care to look at again. A 
salesman can sell three times as much if he takes the sample and shows it, notwithstanding 
the fact that his customer has seen it a hundred times before. Experience proves this 
to be true. 

"Hundreds of thousands of dollars are wasted every year by advertisers oip merchan- 
dise because the edict has gone forth that it is the consumer who is the arbiter of the 
trade, and that when the advertiser can reach the consumer and mold his opinion — the 
world of business is at his feet. 



384 HOW TO ADVERTISE A RETAIL STORE 

"The consumer, in fact, does make final decision — but how? And how long is his 
decision in force before it is reversed by that higher court — the self-interest and personal 
influence of the retail dealer? 

"The consumer as a class is not wise in the ways of merchandising. By a chain of 
many interests attached to the ring of suggestion in the nose of his understanding he is 
led, with little resistance, to the adoption of any and every kind of food, fad, or fashion. 
The man who gets the strongest grip on the chain determines his course. 

"The strongest influence is the personal one. The man next to the consumer who 
wields the personal influence is the retail dealer. 

"We are all consumers, and have but to consider the influence which caused us to buy 
things we did not need and did not use after we bought them, to understand precisely the 
power of suggestion by direct contact with the personal element in trade, or by direct 
contact with the goods that we bought." 

The general advertiser is apt to point to his advertising with pride and say to the 
distributor, "We are advertising direct to 30,000,000 people. We are doing good adver- 
tising. Don't you want to get your share of this advertising campaign?" In many 
cases the goods in question become of secondary consideration — the advertising campaign 
is designed to sell the goods whether they are worthy or not. The best advertising cam- 
paign on earth will never build a business up when the article offered is an inferior one. 
The manufacturer who has an inferior article and a few thousands of dollars for an 
advertising campaign had better let the campaign go and spend the money in improving 
the article. 

We have attempted to show that an advertising campaign direct to the consumer 
when carried on over the head of the distributor and without his co-operation is likely to 
prove disastrous. We have also made an attempt to show how the retailer can be 
coaxed, cajoled, or forced to give his efforts toward co-operation. 

But either of these plans require a considerably larger appropriation than many 
manufacturers can afford to start out with. He wishes to increase his business. How, 
then, can he do it if he cannot go to the consumer with his story? In his case he has but 
the one plan worth pursuing, until he can afford to increase his appropriation, and that 
one plan has made thousands of firms take prominent places among our commercial 
industries who had at first to struggle for mere existence. The plan is simple, but when 
carried out faithfully is also a winner. It consists entirely in advertising to the retailer 
or distributor. He is to be interested in every possible way in the goods oft'ered to him. 
New accounts are to be persistently solicited and old ones carefully nursed. By this plan 
the manufacturer exerts all his energies upon the retailer who distributes his wares and 
allows him to open up the field direct to the consumer. The same mediums mentioned 
before are used. The merits of the goods and the profit to be obtained through handling 
them are emphasized in this plan, while in the former, the great value of the general 
advertising being done was made one of the chief inducements for handling the product. 



CHAPTER LXIV 

THE GENERAL ADVERTISER'S CAMPAIGN 

I'^HE general advertiser may use many mediums, but his first attention is drawn to 
the magazines and daily papers. In the first, including the national weeklies, 
he can get a national hearing. In the latter he can get a more localized hearing. 
In «ome cases it would be better to use only one of these classes, in other cases both are 
necessary. It is impossible to reach the whole population of the United States by a 
paying advertising campaign. It is just possible that the largest national advertisers 
are .satisfied if they can place their advertisements before fifty per cent, of the people. 



THE GENI:RAL ADVERTISER'S CAMPAIGN 



385 



The Star Hat Man Helping Georgia. 



The large medical advertisers reach more possible customers than any other class of 
advertisers, but they do not do it by using the newspapers and magazines alone. They 
use billboards, street cars, circulars, booklets, almanacs, demonstrations, sample dis- 
tribution, etc. The large advertiser will use many of these to his advantage, but often 
the nature of his products curtails to a large extent the mediums he can profitably use. 

By using about twenty-five magazines and women's periodicals he can reach a large 
proportion of this audience of fifty per cent, of the people of the United States, but he 
must use the principal daily or Sunday editions of the great dailies to get paying results. 

The best plan for the general advertiser to follow in preparing a campaign for the 
first time would be to consult an advertising agency. These agencies are in a position 
to lay down plans for covering any particular territory or the whole of the United States. 
They can purchase space for less money than the advertiser. They can help him formu- 
late his plan, prepare his copy and in 
general suggest methods for looking 
after the business as it matures. 

Besides the magazines and news- 
papers the general advertiser will 
probably use billboards, although 
there is some uncertainty about the 
real value of the billboard to the 
average advertiser. It is a medium 
that is used largely to supplement 
newspaper advertising, and used in 
this way will perhaps enhance the 
value of the newspaper space. It is 
sometimes used locally to aid in giv- 
ing publicity to, and during demon- 
strations, during sampling, etc. 

Prices range from one to sixteen 
cents per sheet of twenty-eight by 
forty-two inches in size for one 
month. This price includes a guar- 
antee that the paper will be rehung 
without charge if destroyed by storm 
or otherwise. The advertiser will 
have to stand the cost of the extra 
sheets. In any case about twenty- 
five per cent, additional paper should 
be laid out for waste in this way. 

The billboard portion of a cam- 
paign may include painted display 
stands. While these are more per- 
manent they are much more costly 

to install. They can be used to best advantage after the advertiser has established his 
product. 

Street cars are generally accepted as being of excellent value in a publicity campaign. 
They should never be used to the exclusion of, but as a supplement to, the newspaper and 
magazine campaign. 

The extent to which his campaign shall go in including mediums lies largely in the 
size of the advertiser's appropriation. There is one class of publication that he cannot 
afford to omit, however, and that is the trade papers. These monthlies and weeklies are 
going regularly to his customers — to his partners as it were in the distribution of his wares 
to the consumer. These retailers must be educated. They must be reminded that such 
goods exist. 

The value of this trade paper advertising will depend more largely upon the style and 




THE STAR HAT MAN HAS A DATE WITH A PEACH. 



ROTHSCHILD BROS. HAT CO. 

SAINT LOUIS, U. S. A. 

LARdEST DISTRIBUTORS Of HATS IN THE WORLD. 



386 



HOW TO ADVERTISE A RETAIL STORE 



WANDESS 



argument of the advertisement than upon the mediums selected. The advertisement of 
the Rothschild Bros, Hat Co., St. Louis, Mo., is about as silly as anything coming from 
a business firm can possibly be. Where is its value from the advertiser's standpoint? 
The only part of the advertisement that can be considered as advertising is the last line 
which reads, "Largest distributors of hats in the world." The value even of that line is 
questionable. 

The trade paper advertisement should be specially prepared by a man who knows 
all about the article. He must tell the retailer about the article, give some of its advantages 
over others; he must tell how it is put up, why it is put up in the manner indicated, etc.; 
he should urge a trial order even if it is only to the extent of the smallest quantity that he 
can conveniently ship, and in most cases he should be willing to pay the cost of transpor- 
tation and allow of the return of the shipment if it should prove unsatisfactory. Such 

an advertisement will elicit inquiry and 
bring business. 

Just note how particularly inform- 
ing the advertisement of Weiss & 
Segal's is. Try and find out why the 
advertisement was ever placed. It is 
astonishing how readily men will buy 
space in expensive periodicals and mis- 
use it. Such an ad. will neither sell 
goods, secure prestige, nor arouse curi- 
osity in the goods for sale. This ad- 
vertisement occupied a whole page in a 
prominent trade paper. 

To supplement the work of the 
salesmen the manufacturer must issue 
occasional circulars and folders illus- 
trating new and seasonable lines. The 
retailer must not be allowed to think 
that his favorite firm cannot supply his 
wants. There must also be a constant 
going out after those dealers who have 
not stocked the articles he manufactures. 
A catalogue here is a necessity for most 
firms. Those whose lines are extensive 
or radically different must use one. 

The merit of printed matter can be 
rightfully judged only by its results. 
Actual results form the only standard 
by which advertising value can be 
accurately measured, and criticism 
based on any other is likely to be fal- 
lacious and misleading. 
In considering the catalogue the first question that suggests itself in connection with 
the subject will naturally be: "What is the catalogue's place in an advertising campaign?" 
It has been proved to the satisfaction of nearly all advertisers, large and small, that 
as a rule a catalogue must be used in exploiting any line of goods. This is because the 
catalogue affords the opportunity for the impressive display of an entire line of goods, 
with extended descriptions and other practical information added. As a proof of this 
belief one has only to study the modern advertisement that appears in our modern maga- 
zines. In these we often find the catalogue forced to the front while the goods supposed 
to be advertised are kept in the background. These advertisements are inserted for the 
purpose of inducing the public to send for the advertiser's catalogue. 

We thus find that the catalogue is recognized as a vital feature — the clinching ek - 




WEISS & SEGAL 

18-20-22 Washington PI., at Greene St., 
NEW YORK 
WASTEFUL TRADE TAPER ADVERTISING 



THE GENERAL ADVERTISER'S CAMPAIGN 



387 



ment — of an advertising campaign. When properly prepared and printed the catalogue 
appeals to the reader at a moment of leisure when its strength is a thousandfold more 
potent than a magazine advertisement can be. 

Mr. Louis Barta, of The Barta Press, Boston, one of the most successful of artistic 
printing establishments in the United States, sums up the advantages of a v^^ell-prepared, 
neatly printed catalogue as follows: 

"First. It is the public link which connects the maker of the goods with the people 
who buy them — a virtual bill of fare, but better than a bill of fare, because it is descrip- 
tive and does not run in courses. 

"Second. It can be sent to the exact person where it is likely to do the most good. 

** Third. It gets close to the consumer. 

*' Fourth. It possesses an indescribable, yet plainly felt, influence. 

"Fifth. It is the salesman's assistant." 

The catalogues in 
use to-day may be di- 



illiV»«ii!Ulliii«uil!iHM!iira«g!iaif^iif 



NEHOrMASSACHVSEnS 

YOV HAVE ADVTY TO PERFORH 

TVESDAY . WOV.a 

REPUBUCANS,DEMOCRnS,SOCIAUSTS.i 
VOTE FOR 



111 



11 



iLWtBiSllcus 



WHEN 
rABUSmESSNAN^ 
^OF HIS CALIBRE^ 
GIVES UP THE 
TIME TO THIS 

qrriCE 

YOU SHOULD 
APPRECIATE 
.ITS VALUE, 



Mieff 



THEWORKINC 
MANSFRKND 



THE 
'BEST TYPE 
/OF A SELF MADE 
FAME RICAH CIT IZEN: 
HIS CAREER AN 
INSPIJ^TiON 
TO THE YOUTH 
OF THE 
S^ATE 



vided into four classes: 
the odd, the elaborate, 
the extremely artistic, 
and those in which sim- 
plicity is the dominant 
note. 

The comparative 
value of these classes 
have been established 
by experiment. 

A manufacturer who 
used catalogues found 
by actual test that 
the odd-shaped ones 
brought a great many 
requests for additional 
copies, but sold few 
goods. He also found 
that the elaborate and 
extremely artistic 
brought about the same 
results. After trying 
in vain to make these 
finely printed catalogues 
bring him business he 
prepared a catalogue in 
which simplicity was 
the prominent idea. It 
was modeled on simple 
lines, without any frills 

or flourishes that so many designers and writers of advertising insist on. The size was 
convenient for handling and filing; the illustrations were exact engravings of his goods, 
confined chiefly to reproductions of the articles advertised; the type matter was neatly 
arranged, set in a legible face; the stock used was of good quality; and the presswork 
excellent, bringing out both type and illustrations to the best advantage. 

The results achieved by this catalogue, after a year's test, were proved by the order 
of a new edition for the following year. His experience has been the same as a great many 
others. 

It has become evident, then, that simplicity is the secret of success as far as catalogues 
are concerned. Oddity, elaborateness, and extreme artistic effects attract attention to 



^l*Bs^ss: 





ELECTION ADVERTISING THAT MADE GOOD 



388 HOW TO ADVERTISE A RETAIL STORE 

themselves rather than to the goods advertised, and thus the vital element of forcefulness 
is lost. 

On the contrary, simplicity not only appeals to all classes of people, but it also serves 
to emphasize the subject of the catalogue. It gives the advertiser's proposition an attrac- 
tive setting, but does not allow that setting to overshadow the substance, and in this way 
it directs the attention to the proposition and brings profitable results. 

Every manufacturer must sell his wares; he is therefore interested in every device 
that will aid him in so doing. Only one method of publicity is adapted to all classes of 
goods; properly handled, a catalogue will sell goods. Consider the enormous mail order 
business built up by and dependent upon the catalogue. One western concern issues a 
mail order catalogue as big as a family Bible, requiring a big printing office exclusively 
to make it.' 

After the retailer has been successfully reached the general advertising campaign 
may be entered upon with some assurance of success. The manufacturer can then con- 
fidently believe that when he stirs up a community that it can be easily and readily sup- 
plied with his wares when called for. 

As a usual thing, it will pay the general advertiser who has but a few thousands to 
spend for his first advertising campaign, to begin in a single large city, spending his appro- 
priation largely in its newspapers, on its billboards, in its street cars and among its retailers. 
Here he should hammer away until he has secured a fairly well established trade before 
enlarging his territory by taking on another city, or the smaller towns near by. 

His success will be twice as rapid, and at less cost if he does not take up the magazines 
with their scattered circulation until he has thoroughly worked all the large cities and 
prepared himself, in a measure, to get value from their national circulation. 



CHAPTER LXV 

THE VALUE OF AN INQUIRY AND THE FOLLOW-UP SYSTEM 

THERE are some advertisers who have laughed at the follow-up system. There are 
many firms who have found the follow-up system to be a very remunerative 
institution. 

There is hardly any commodity that cannot be successfully advertised direct to the 
consumer. There is hardly any advertising campaign that should not include in its 
plan the getting of inquiries from prospective customers and the turning of these inquiries 
into orders. 

At first thought one would imagine that the manufacturer to follow out this plan must 
install a regular mail order department. In many cases this will not be necessary, neither 
will it be advisable. A search tlirougli the advertising pages of any magazine will reveal 
three classes of advertisements. First, mail order advertisements, wherein the article 
advertised is sold direct to the consumer by the advertiser. Second, advertisements that 
are merely intended to advertise some article that is sold by retailers and which is already 
more or less known. In some cases these advertisements are used merely for the purpose 
of reminding the reader of an article already known. In this class we may mention 
Pears' soap. A pretty })icture and the name of the article is all that is here given. Usually 
the advertisement suggests some use for the article, but that is about as far as it goes. 
There are otliers tliat are pre})ared for the pur])ose of educating the people to use the 
article advertised, of such we may mention Pearh'ne. The.se adverti.sements are educa- 
tional in many ways. They show how Pearline should be used, when it may be safely 
used, and why it should be used. 

A third class are those that advertise a certain article, usually something new, and 
where an inquiry is solicited. This is done by ofl^ering a booklet or sample. 



INQUIRY AND FOLLOW-UP SYSTEM 389 

The persons making inquiry about the article are presumed to be interested in it. 
They have shown this much by taking the trouble to ask for further information about it. 
These inquirers are possible customers, what shall the manufacturer do with them? He 
can follow one of two plans. He can fill any orders he may receive direct from the fac- 
tory or he can refer them to the local dealer, when there is one in the locality handling 
his wares. The latter course is preferable when possible. 

When an inquiry is received the information asked for should be carefully and simply 
given. The proposition has interested the one who sent the inquiry and who has become 
a shopper, as it were, at the manufacturer's store. If an order does not follow this reply 
another letter or circular should be used to try and clinch the former argument. The 
number of pieces to a ''follow up" depends largely upon the nature of the article that is 
being offered. 

When an inquiry is made from the consumer to the manufacturer, who has local rep- 
resentatives or agents they should in every case be referred to the one nearest the place of 
inquiry. The agency should also be advised so that they may go out after the possible 
customer. 

Where no agency is established the inquiries may be turned into orders and after- 
ward used to convince the retailer at that point that the wares are in demand there. 

The "follow-up" system in advertising is a distinctly modern evolution. It is the 
ruthless enemy of generalities, and under its operations publications that cannot stand 
the test of showing definite results are weeded out of the list. 

Mr. John Lee Mahin, a recognized authority on the subject, says: 

"A 'follow-up' system not only conserves many little things that would otherwise go 
to waste, but enables the head of a business to get more definite data as to the value of 
advertising media and methods. Bookkeeping is considered by some an unnecessary 
expense. The 'follow-up' system finds the most cordial welcome where the economy 
and value of carefully kept books are most fully appreciated. 

"It is in the use of the prominent magazines that the 'follow-up' system has been 
developed to the finest details. Let us assume that the article being advertised appeals 
only to people possessing incomes of $1,200 a year. This is distinctly the magazine- 
reading class and comprises twenty-one per cent, of the families of the United States. 
An announcement in these publications has more prestige with their readers than the 
same announcement would have if made in the daily paper, for the reason that the readers 
of magazines have formed a habit of accepting them on what to cook, what to eat, what 
to wear, what to read, and how to furnish and conduct a home. The words of a banker 
concerning a man's financial responsibility have more weight than the same words would 
have if uttered by the barber who regularly shaves this man. 

"Devote ninety per cent, of the space you use to publicity and but ten per cent, to 
advertising something that will produce an inquiry from one whom you know will be 
more than ordinarily interested. If you are selling flour offer something like this: 
' Free — forty new recipes for baking bread, by Mrs. Rorer, Mrs. Lincoln, Miss Willis, 
Mrs. Ewing, etc' 

"You can rest assured that every answer coming from a reader of a high-class publi- 
cation is a woman who has more than an ordinary interest in bread-baking. This woman 
may not care what she reads, what she wears, nor what her social position may be, but 
she can safely be counted on to have a special interest in cooking and a reputation already 
made or in process of making for superiority in this line among her friends. A 'follow-up ' 
system to handle this inquiry might safely include two or three letters to the inquirer 
soliciting an order through her dealer. A reference of this matter to her dealer would 
accomplish three things: 

"First. A new way of impressing the dealer with the name and quality of your flour. 

"Second. LTnmistakable evidence to the dealer that your advertising was efltective 
enough to reach his customers. 

"Third. An opportunity for you, in submitting copies of your letters to the dealer's 



390 



HOW TO ADVERTISE A RETAIL STORE 



customer, to educate the dealer in new ideas as to the successful pushing of your flour at 
higher prices and for other reasons than price alone. 

"This latter feature is a delicate one. Many dealers resent any instructions on how 
to sell goods, notwithstanding that books, cash registers, insurance and advertising space 
require much training and coaching of solicitors before sales can be made. 




GOOD TELEPHONE PUBLICITY 

"I know one magazine advertiser who used twenty-two letters to sell an article of 
household furniture in a city where the best dealers had refused to take it up because 
they were perfectly satisfied with the lines they were then carrying. After making this 
sale direct at the full retail price the manufacturer found that he had an advocate 
in his purchaser who asked the dealer to put in a line, which was done. 

"Another point about these inquiries is the basis they give for enthusing salesmen and 
having them re-enthuse the dealers they call on. It can and should be made educational 



INQUIRY AND FOLLOW-UP SYSTEM 



391 



as to consumer, dealer, and salesmen, and as such the 'follow-up' system may be safely 
regarded as no mere fad but a permanent addition to the economy of modern business, as 
much as the telegraph, telephone, typewriter, and card-index system." 

It can easily be seen from the foregoing that a "follow-up" plan can be made to do 
many things, to serve many purposes. Perhaps a summary of these may not be out of 
place. 

First. It serves as a guide to the best paying mediums. 

Second. It serves to show the style and class of copy that will draw inquiries, and 
proves the relative value of inquiries drawn from different styles of copy. 

Third. It serves to reach customers in districts remote from a distributing point. 

Fourth. It serves to prove to the dealer who does not handle the goods that there is 
an actual demand for them in his locality. 

Fifth. It serves to prove to the dealer handling the goods that the advertising is being 
read and is proving resultful in sales. 

By all means we would advise a strong "follow-up" campaign for the new advertiser. 
His brand or article being unknown it requires extra efforts to place them before the 
public. But if he expects this "follow-up" system to pay back its cost in direct results 
he will likely be disappointed. 

The following clipped from an advertising magazine shows how expensive these 
inquiries are, but it does not show how much they have directly or indirectly profited 
the advertiser: 

Pearson's Magazine furnishes the list below showing the tabulated cost of replies for 
a booklet advertised by the C. B. & Q. Railroad in the magazines for one month: 



Pearson's $1.51 

Everybody's 2.10 

Metropolitan 2 . 50 

The Outing Magazine 2 . 60 

Cosmopolitan 2 . 74 

World's Work 2.86 

Leslie's Monthly 3.36 



Munsey's $3.54 

Outlook 3.55 

Review of Reviews 3 . 56 

Scribner's 3 . 66 

Century 6.00 

Harper's Magazine 6.46 



This merely shows what it costs per inquiry in the different magazines for one month. 
It does not show nor attempt to show the cumulative value of the advertising done by the 
C. B. & Q. R. R. 

Supposing the average inquiry costs the advertiser five dollars and that he sells direct 
from his "follow-up" system on an average of only one dollar per inquiry. This proves 
his loss apparently. But suppose ten per cent, of these inquiries come from districts where 
he has found no outlet for his goods — where no dealer has been induced to handle his 
wares. He has secured valuable data with which to further pursue his selling campaign. 
He can take these inquiries and orders and place them before the merchants of those 
localities. If he secures through this means a small per centage of new accounts it can 
easily be seen that a five dollar inquiry is not so expensive after all. It may be the direct 
or indirect means of selling thousands of dollars worth of his wares. His advertising in 
cases like this is paying him, and he knows it. 

The advertiser who does not elicit inquiries who has no "follow-up" system may be 
making money out of his advertising, or not. His business may be increasing, or not. But 
he cannot prove, one way or the other, that it is due to his advertising. 




For full information a to lime of irsinj, Pullmen rejervttloM, etc., com- 
iBUoicate wiib Irrtd P Fox, Division Pasitngei Agenl. 289 Mtfo Sueet, Buffalo. 



The Road of 



GOOD RAILROAD PUBLICITY 



VALUE OF A TRADE-MARK OR TRADE NAME 393 

CHAPTER LXVI 

THE VALUE OF A TRADE-MARK OR TRADE NAME 

WHEN the manufacturer sets out to advertise his Kne of goods he will save himself 
many thousands of dollars by selecting a trade-mark or a trade name by which 
his goods can be identified easily by both the customer, or consumer, and the 
retailer, or distributor. 

"Factories are a small part of the tobacco business — you can build them any time — 
but brands, or trade names, are everything," said Mr. James B. Duke, head of the Amer- 
ican Tobacco Company, in a recently published interview. "It takes years and barrels 
of money to establish a brand of tobacco and make it profitable to the manufacturer. We 
have one brand of smoking tobacco which nets us $2,000,000 a year. I wouldn't sell the 
simple right we have in its name for $15,000,000 cash in hand. Moreover, we always have 
a new brand coming on. We are now sending out our best known smoking tobacco under 
two names — its old one and a new one. We are pushing the new brand as hard as we 
can, advertising it extensively and giving away samples, but after a long effort we are 
selling only 400 pounds a day and losing $1 a pound at that. We lost $1,500,000 a year 
for four years fighting the men who produced the best plug tobacco in the world. They 
had a safe and highly successful business, and it would have taken us ten years to make 
our brand profitable; even then they would have had their own brand and process, and 
only the worst possible management could have injured them. But they became fright- 
ened and sold out. 

"We advertise in every way known to modern business. We have college fraternity 
men, for instance, selling cigarettes. Every male immigrant who lands at Ellis Island has 
a package of smoking tobacco put into his hand. He sees the name and remembers it, 
and when he goes to Texas, or Alaska, carries the memory with him." 

Just think of it! $15,000,000 would not be enough to buy a trade name. It is worth 
more than that to its present owner. And yet there are hundreds of general advertisers 
who are spending money on advertising goods that cannot be easily identified, and 
that will allow of a large percentage of substitution on the part of distributors. 

The trade-mark, or trade name has two values. In the first place it proves to the pub- 
lic generally that the article is of a certain standard. Manufacturers who make inferior 
goods will not allow their names or trade-marks to be used on inferior goods. In the 
second place it helps the manufacturer in promoting his sales, because when the article 
is demanded another cannot easily be substituted for it. 

Mr. Frank L. Blanchard, an advertising expert, in an article in Mij Business Friend, 
gives us the following information about a national advertising campaign of the greatest 
importance : 

"One of the greatest enterprises represented in the advertising field of to-day is the 
cigar industry. Up to within a few years only desultory advertising was attempted by 
any one of the larger manufacturers. The formation of the American Cigar Company, 
representing many smaller concerns, marks the real beginning of extensive cigar advertis- 
ing in the United States. 

"The American Cigar Company has for the last year been putting out some of the 
strongest advertising 'copy' ever published. It has printed pages, half pages and quarter 
pages in the daily newspapers describing the various processes employed in the manu- 
facture of its products. It has taken the public into its confidence and told it things that 
have hitherto been regarded as business secrets. 

"The company's aim in its advertising is to convince the public that it is giving the 
greatest possible values for the least money, and as proof of this fact it is to-day selling for 
five cents, cigars that only a few years ago could not be obtained for less than ten cents. 



394 HOW TO ADVERTISE A RETAIL STORE 

"The advertising of the Cremo Cigar, which has attracted special attention during 
the last few months, is an excellent example of forceful, up-to-date and thoroughly con- 
vincing advertising. The Cremo Cigar has attained the largest sale of any five-cent cigar 
in the world, and its success can be attributed to the unique character of the advertising 
campaign that has been carried on. 

"The American Cigar Co. has avoided the mistakes made by some advertisers in 
the past, in that while brands have been advertised, all the advertising energy has been 
devoted primarily to advertising the American Cigar Company and its merit mark, the 
'Triangle A.' 

"Each of the high-class brands of cigars it manufactures is distinguished by this 
'Triangle A' merit mark. The advertising is educating the smoker to look for the 
'Triangle A' on every box of cigars he purchases, no matter what the brand may be. 
Consequently the American Cigar Company's advertising becomes at once trade-mark 
advertising. In other words, the trade-mark is constantly increasing in value. An indi- 
vidual's taste may change. He may smoke the 'Anna Held' for a while and then conclude 
to switch off to another brand. When that time comes he will find another 'Triangle 
A' brand that will suit him exactly. The 'Triangle A' always stands as his guarantee 
of honest cigar values." 

There are some commodities that can be branded much more easily than others. 
Cigars and tobaccos, package foods, proprietary articles and medicines, etc., are all easily 
branded. 

If a woman wants Sapolio she does not go to her grocer and order up a bar of scouring 
soap. If she wants Pearline she does not order a washing powder, neither does she want 
"Silverdust" when she asks for "Gold Dust." These are trade names that have cost 
millions to make known, but they have returned perhaps a hundredfold in profit to the 
manufacturers. 

Clothing can be easily labeled, but the label will be far less conspicuous. Manufac- 
turers of good clothing usually place their name on a label upon or under the hanger of 
the coat or in the inside coat pocket. The manufacturer who neglects to have this label 
made known is losing valuable advertising. 

The "Cravenette" advertising has been sadly lacking in one feature, and although 
the company owning the process have spent vast sums of money in advertising, not one 
in ten, perhaps, knows that "Cravenette" stands for a process and not a cloth. Thou- 
sands of rain-proofed coats are sold as " Cravenettes " in every large city in the United 
States because people have associated the name with the material and not with the 
process. 

S. A. Conover, representative of N. W. Ayer & Son, Philadelphia, a well-known adver- 
tising agency, in an address before a meeting of manufacturers of shoes said: 

"Advertising is a force which will make an ordinary article of every -day use (that has 
merit and which the people will need continually) into a thing of extraordinary popularity. 
We have had several instances along this line: Biscuits, butter, matches, shoes, and many 
more articles of every-day use. When a manufacturer or wholesaler adopts some trade- 
mark or special name for a certain shoe or special line of shoes, he protects both himself 
and the consumer, and by advertising to the consumer creates a demand for this particular 
line of goods: and when the salesman goes in to open up a new territory he finds that 
the fact that the trade-mark or special name is advertised a logical argument why the dealer 
should put that line of shoes in. 

"A wholesaler was telling me some time ago about a certain experience he had in a new 
territory. He went himself to try to open up the trade, and in many instances, when 
he was showing his goods, which were without doubt very excellent, the buyers said they 
did not care to handle them because they had other lines of advertised goods which had 
a general call from consumers, and did not care to add anything new that would increase 
their outlay for stock. This wholesaler told him he would be glad to make the ])rice 
lower, and ofi'ered a considerable discount. The dealer said it made very little difference 



VALUE OF A TRADE-MARK OR TRADE NAME 395 

what the price was; if they were not advertised he was not enthusiastic about carrying 
them. After several experiences of this sort the wholesaler returned and said he had 
decided to figure up about how much these discounts would total up, and that he 
would spend at least that amount in advertising to the consumer and place his goods on 
a basis where the dealer would want to handle them, and where there would be a fair 
profit." 

Next to a good bank account, a practical trade-mark, or trade name, is about the 
most valuable addition a man can have to his business. 

Trade-marks should be simple in construction, unornamented by designs or scroll 
work, and to be most adaptable and valuable should be designed for one color only. 

The trade-mark should be so simple that once seen it would always be known and 
identified when seen again. 



$art €igtt 



TECHNICAL 



CHAPTER LXVII 

POINTS ABOUT TYPES 

THE typographical appearance of an advertisement deserves more attention than 
is usually given it by the retail advertiser. He spends a great deal of time in 
writing his advertisements, and should not leave the matter of type arrangement 
entirely in the hands of the printer. 

The proper selection and arrangement of the type is just as important as the wording, 
yet the whole construction and selection of type faces is often neglected, either because 
the printer is indifferent or the advertiser is not versed in the technic of the printing art. 
It is rather discouraging to an advertiser to have the effects of his labor destroyed by 
some blundering compositor. 

The test of a good advertisement is to first attract attention, then create interest, and 
finally to make a sale. If the first step is not secured it is due to the unattractiveness of 
the type arrangement, which is sure to bring on a failure of the ultimate aim of the adver- 
tisement. 

The same display and type arrangement is not suited to all lines of business. The 
milliner and jeweler should never use heavy black-faced types, but rather those of a lighter 
and more artistic tone. The apparel retailer can effectively use heavier type faces than 
the milliner or jeweler, but he also should leave the very heavy faces, such as the bolder 
faces of gothic, to the banks and other financial institutions. 

Dainty and delicate things should be advertised in shapely and artistic type faces. 
Clothing, shoes, hats, etc., may better be advertised in a style of type strong in eye-catching 
qualities. 

Nearly all of the modern type faces are modeled after the Old Style Roman, which 
may be regarded as the primary style. The Modern Roman which is used in newspaper 
work is slightly heavier and less open and rounded than the Old Style. For printing 
booklets and the finer grades of advertising matter the Old Style is preferred. 

There are so many different styles of display type faces (perhaps a thousand) ihat it is 
impossible to set down any rules for a proper selection for the individual advertiser to 
make. Each newspaper makes its own selection from the many, and the advertiser is 
consequently compelled to use those that the newspaper has selected. 

Some of the larger newspapers issue a small booklet showing specimens of the different 
styles and sizes of type used in their offices. Where there is no specimen book to be had 
the best method for the advertiser to pursue is to clip from the newspaper, as they appear, 
specimens that he would like to use. These specimens should be at least a full column in 
width, or perhaps two would be better, as then the number of letters that will fill a given 
space can be reckoned from it. 

By pasting these specimens on cards and securing from the printer the size and name 
of the specimen, the advertiser can easily, by referring to his specimen cards, designate 
the style and size type he wishes used in his advertisement. 

Old specimen books are usually to be found in abundance in printing offices. The 
advertiser who is interested in the study of type faces should secure at least one of these 
and look it over. If none are to be had the newspaper can easily secure one for him, as 
the type founders are glad to place them in the hands of printers free for the asking. 

Until quite recently, owing to an absence of a uniform standard of measurement 
among type founders, sizes of the same name and style differed considerably, causing 
much annoyance and additional labor in the printing office in justifying one with the 
other. A few years ago the makers of types established a standard based upon the point 
system which has aided the printer to a large extent in making up beautiful displays with 
little loss of time. 

The standard of measurement is one inch. This is divided into seventy-'.wo sections 



400 



HOW TO ADVERTISE A RETAIL STORE 



called points. Each size of type is now designated according to its fractional relation to 
an inch, expressed in points. For instance, 7-point type is seven seventy-seconds of an 
inch in height from bottom of line to top; 14-point is fourteen seventy-seconds of an 
inch, etc. 

The width of the letter, that is the width across from right to left, is not regulated by 
points. There is a certain standard of measurement used by type founders in making 
up the proportions of each letter, but there is no definite rule whereby it can be stated. 
The width of any letter may be twice as much in one style as in another. The designers 
usually use their own ideas of proportion in designing new type faces, Some are very 
much extended, while some are very much condensed. 

In former times the size of types were given names, thus : Nonpareil, Minion, Pica, etc., 
and were always recognized under these names. In some offices, some of the older fash- 
ioned printers adhere to the old names, and for that reason we give the following table: 

The names of the different sizes of types according to the old system and their relative 
sizes under the point system are: 



Pearl 5 Point 

Agate. 



Nonpareil 6 

Minion 7 

Brevier 8 

Bourgeois 9 

Long Primer 10 

Small Pica 11 

Pica 12 

Enghsh 14 



2-Line Brevier 16 

Great Primer 18 

Paragon 20 

Double Small Pica 22 

Double Pica 24 

Double English 28 

5-Line Nonpareil 30 

Double Great Primer 36 

Canon, or 4-line Small Pica.. 44 



Point 



It will be seen from this table that there is a great variety of sizes in types. Nor is 
the list above complete, as there are larger type faces made. They are usually calculated 
as 2-, 3-, 4-line of some of the smaller faces most commonly used. For instance, 72-point 
type is known as 6-line Pica, or 6 times 12 points. Comparatively little type is made of 
metal in sizes larger than 72-point. The larger sizes are usually cut from wood and are 
known as wood type. It might be well to state that all types, cuts, rules, borders, etc., 
are .918 of an inch high. If all these were of different heights there would always be 
trouble in getting them so that all would print. The term "type-high" alludes to this 
height. 

In the plates to be found in the concluding pages of this chapter there are shown a 
number of the best known of the new type faces. These are reproduced actual size and 
set in ordinary newspaper column width (13 ems), two and one-sixth inches wide. Where 
the advertiser's paj)er has these faces in stock he can consult these plates and find exactly 
how many letters it will require when using all capitals, or capitals and small letters. 
All he has to do is to count the letters as shown in these plates. In 12-point Curtis-Post 
it will be found that he can get thirteen letters all capitals or seventeen capitals and small 
letters in a line one column in width. In 18-point he can crowd in eight capitals or eleven 
capitals and small letters, etc. 

The Curtis-Post type face is a very legible and distinctive one and when used in cata- 
logue and booklet work is very striking. 

The extra condensed face shown in this plate is one that is often used in newspaper 
headings. As a general rule condensed type should not be used in newspaper adver- 
tisements. Although more letters can be used in condensed type than in ordinary faces 
it is not policy to use them for the purpose of saving space. It is sometimes necessary 
to get in a certain number of words into a certain space and the condensed type will 
answer. One very good reason why it should not be used very often, especially in the 
larger sizes, is because it is not as easily read as the more extended faces. 

It requires a keen eye and a practiced one to tell offhand how much space a given 



POINTS ABOUT TYPES 401 

number of words will fill. The retail advertiser would have to devote considerable time 
to this study before he could accomplish anything along that line. For the purpose of 
aiding him the following table is given: 

Words required to fill one inch deep across one column, two and one-sixth inches 
wide : 

Solid. Leaded. 

6-point — Nonpareil 106 r. . . 87 

7-point— Minion 85 60 

8-point — Brevier 72 51 

9-point — Bourgeois 63 47 

10-point — Long Primer 47 36 

11-point— Small Pica 38 31 

12-point— Pica 31 25 

"Leaded," as here used means a dividing of the lines of type with a "six-to-pica" 
or "2-point" lead. To determine the number of words for two columns multiply by two. 

There is hardly any necessity for type larger than 12-point being leaded, except for 
the purpose of filling space, as the type faces larger than that look to be set farther 
apart than the smaller faces. 

Here is another little table that will prove valuable in computing space necessary to 
give a headline: 

Letters required to fill one line across one column, two and one-sixth inches wide: 

Caps and 
All Caps Lower Case 

12-point. 18 22 

14-point 15 19 

16-point 13 : 17 

18-point 11 15 

24-point. 9 11 

30-point 7 9 

36-point : 6 8 

48-point 4 5 

Extra condensed type (capitals only). 

12-point 43 

18-point 30 

24-point 23 

30-point 20 

36-point 17 

48-point 11 

Spaces between words should be counted as one letter. 

The basis in this country of measuring the space used in a newspaper or magazine 
column, for advertising purposes, is the agate line. 

There are fourteen agate lines to an inch, or to be plain, an agate line is the equivalent 
of one-fourteenth part of an inch. One-inch space is fourteen agate lines, two inches 
twenty-eight, two and a half inches thirty-five, three inches forty-two, and so forth. 
There is no difference how many actual lines of reading matter a space contains. You 
may crowd — by using very diminutive type — more than fourteen lines in a fourteen agate- 
line (one inch) space, or using larger types fourteen agate-line space has room only for 
three or four lines. 

A merchant, when placing advertisements, should always contract for a larger amount 
of space, using for a unit not inches, but agate lines. For instance, an advertiser inserting 



402 HOW TO ADVERTISE A RETAIL STORE 

daily a four-inch (56 agate lines) advertisement in a newspaper uses 20,440 agate lines 
in 365 days. He should contract for 20,000 lines, to be used within a year, payable quar- 
terly or monthly after proofs of insertions are submitted and found satisfactory. Using 
fifty-six lines daily, he pays at a certain rate, we say, five cents per line. When a contract 
is made for twenty thousand lines, the chances are that he can buy the same space at 
three cents per line, and in addition secure a good position, "next to reading matter" or 
"top of column." 

An "em" is the square of the body of a type, of whatever size. 

Most newspaper columns are 13 ems pica wide, although some are 12 or 12^ ems pica. 
Magazine columns are almost always wider. 

Type is divided into two classes — "body" and "display." The former is that in 
which reading matter — newspapers, books, etc., is set, while the latter, which is always 
different in face from body type, is used for headings and for lines that are to be made 
especially prominent. 

Display or job faces are rarely to be found smaller than 6-point. The sizes usually 
to be had ascend in even numbers of points only, as follows: 6-point; 8-point; 10-point; 
12-point; 14-point, frequently; 16-point, not frequently; 18-point; 20-point, not fre- 
quently; 22-point, not frequently; 24-point; 28-point, not frequently; 30-point; 36- 
point; 42-point, frequently; 48-point; 54-point not frequently; 60-point and 72-point. 

Type may be set "solid" or "leaded." When solid, the lines of type are close again&t 
each other; when leaded, thin strips of metal — usually two points, or one thirty-sixth of 
an inch in thickness — are between the lines. 

"Display" in advertising means three things, the word being used interchangeably 
and always understood in its proper connection: Type other than body type, in which 
lines, words, or figures meant to be prominent are set; a manner of setting unlike that 
used for news or editorial matter; an advertisement largely set in display type, or in 
which white space is a feature. 

White space is often considered as valuable for the purpose of display as display 
type. An advertisement can be made very striking, even though display lines may not 
be especially large, by the use of white space through and around it. 

Nonpareil — or 6-point — type is the size most often used for items in retail advertising, 
although many stores consider that 8-point is as small as will be read by any considerable 
part of the public. 

The advertiser should decide on the sizes of type he wants for "body matter" — intro- 
ductories and items. He will not go far wrong if he adopts the following rule: 

If items are in 6-point, introductories in 8-point. 

If items are in 8-point, introductories in 10-point. 

For single and double column measurements, 8- or lO-point is large enough for intro- 
ductories — indeed, 10-point is sufficient size for three columns, but beyond that width,, 
12-point is a better size. 

For headlines, the sizes to be used should be about as follows: 

Single column, 12-point; double column, 18-point; three columns, 24-point; four 
columns, 36-point. 

Above four columns the size may depend entirely on the traits of the particular adver- 
tisement. 

If a second display line is to be used under a headline, it should be 6 to 12 points 
smaller. 

It is hardly practicable to mark the size type in which every display line is to be set. 
The best plan is to select a certain style of type for all display lines, and leave the size 
to the compositors — except that headlines should be of uniform size for single-column 
widths, double-column widths, and so on. 

As, however, all headlines of each width should be the same size, after an advertise- 



POINTS ABOUT TYPES 403 

ment is set up satisfactorily, count the letters in a line of each size, and do not write 
more than that number of letters for any lines intended to be of similar length. 

An advertisement should have individuality — a personality of its own — ^just as most 
people have. 

To that end, the advertiser should choose from a newspaper's supply some one 
"series" — i.e., the several sizes in which the type is made — of a display type, and use 
that type in all his advertisements in that paper. 

If he advertises in a number of papers, he should have all his advertisements look 
alike. He should, if possible, get the papers to use this particular type for him alone; 
failing in that, he would probably, as many advertisers do, find it advisable to buy his 
own display type — different from any the papers have — in which event he can be sure of 
its exclusive use. 

"Indention" is the setting in of a line or body of type by a blank space at the begin- 
ning of the left-hand side, shown in the first line of a paragraph, which is variously indented 
an em or more according to the length of the line — the longer the line the greater the 
indention. 

"Hanging indention" is an equal indention of all lines of a paragraph, except the 
first, which is longer than the other and hangs over them. Hanging indention is used 
mostly in setting items, the introductory being set in the regular, or "paragraph" inden- 
tion. In single-column items, the hanging indention is usually "one and two" — first line 
indented one em and following lines two ems. In wider measure the indention is greater 
but proportionate. 

"Effective display" in an advertisement consists in the quick and clear bringing to 
the eye — and back of the eye the mind — of the reader the one thing that will be most 
interesting. 

With a large proportion of people, price alone is the first consideration; others will be 
attracted by the name of the article; still others by conjunction of name and price. 

There can be no hard-and-fast rule as to exact display. It must, in its details, be 
governed by the character of the store, its goods, and the class of people appealed to. 

As a general proposition, display of some sort is essential to a retail advertisement. 
But the ad-man must decide for himself what he will do. 

There are numerous methods of setting display: The straight line or heading in the 
center of the width above body matter, perhaps re-enforced by other straight lines (also 
centered) about the middle or at the foot of the body matter; the straight line set to the 
left or right; heads or side-heads set in "boxes" of rule; side-heads without boxes; 
figures that are "cut-in" (partially or entirely surrounded by type) which may be either 
front or back of an item ; figures as large as all the lines of body type in which an item is 
set; figures in boxes, and so on. Styles of display may be borrowed, adapted, or invented, 
according to the inclination or ingenuity of the ad-man. 

As we said before, the length of a line in the regular newspaper column is thirteen ems 
pica, or two and one-sixth inches. This width — thirteen ems wide column — is adopted, 
with very few exceptions, by all newspapers. The number of columns in newspapers 
varies from five to nine. The seven-column paper is the most popular. According to the 
number of columns used by a paper the size, in inches, of the pages is as follows: 
Five-column, 11x18; six-column, 13^x20; seven-column, 15^x22; eight-column, 
18 x 24, and nine-column — which is very seldom used — 20 x 26. The above figures indi- 
cate the space occupied by composition. 



I 



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Never to be dug up again 

1234567890 



18 Point Gothic. 



FISHING BOATS 

For all the visitors 

1234567890 



24 Point Gothic. 



SEPTEMBER 

The dry month 

1234567 



36 Point Gothic. 



COMING 

This way 

1234 



48 Point Gothic. 



LAWN 

Tables 
1234 



t8 Point Gothic Condensed. 

WAR BETWEEN THE JAPANESE 

And their old rivals in Europe 

1234567890 



24 Point Gothic Condensedv 

COMING THROUGH THE 

Ryt on the shores of the 

I234S67890 



3« Point Gothic Condensed. 

SNOWING FAST 

And trains arrive 

1234567890 



18 Point Gohtic Condensed. 



HAPPY BOY 

The horse at 

123456 



12 Point Jensen Italic. 

CHENANGO STREET THE 

Only business section in which 

1234567890 



18 Point Jcnson Italic. 

PRINTING FRAME 

In use in all the latest 

1234567890 



24 Point Jenson Italic. 

WHEN TIMES 

Are hard and pay 

1234567390 



36 Point JenMon Italic. 

PRINTING 

Presses and 
123456 



48 Point Jenson Italic, 

A PULL 

May rule 
1234 

72 Point Jenson Italic. 

WILL 

Union 



12 Point Caslon Old Style Italic. 

LESTERSHIRE ^HE ONLT 

City with a great shoe factory all 
1234567890 

]S Point Caslon Old Style Italic. 

A BUNCH OF KEYS 

At one time on the boards 
123436^890 

24 Point Caslon Old Style Italic. 

GREAT FIRES 

In different sections 

1234567890 

48 Point Caslon Old Style italic. 

SHELL 

From this 
123456 



18 Point Central Antlqae. 

CUBA SAVED 

Free from tame 

1234567890 

30 Point Cenrtal Antique. 

WORLDS 

To see and 

12345 

48 Point Central Antique. 

SAAAT 

Faces 




BORDERS x\ND ORNAMENTS 411 

CHAPTER LXVIII 

BORDERS AND ORNAMENTS 

IN RECENT years the use of borders around newspaper advertisements has become 
the rule, rather than the exception, and rightly so. For a long time large advertisers 
fought their advertising managers along this line. The latter wanted to use more 
borders, while the former did not want to pay for the space they would take up. The 
advertising managers "won out," and to-day the border is the proper thing. 

A border should be used primarily for the purpose of showing the reader, at a glance, 
the full extent of the advertisement. In its secondary use, it may be considered as an orna- 
ment to it or as a means of display. There can be no doubt that a strong border gives 
an advertisement a compactness that has a tendency to make it stand out well from the 
printed page. 

It is necessary to use some means of showing the extent of the advertisement other 
than the column rules at the sides, and the rules, used by the printer for separating one 
advertisement from another. If any merchant does not think so let him look over the 
advertisements in any paper where they are not extensively used. He will find a large area 
of type matter, some display lines, and a few illustrations. His first glance reveals nothing 
that is likely to impress more particularly upon his mind one a,dvertiscment over another. 
Then let him take a page where borders are used, and notice the first advertisement that 
strikes his attention. It is a compact advertisement surrounded by cl striking border. 

The border then is one means of display whereby the merchant can attract attention 
to his advertisement. The more attention that can be attracted to it the more readers it 
will have. The more readers there are of a strong, convincing advertisement the better 
it will serve the purpose of the advertiser. 

The border should in all cases be of a width suitable to the size of the space. The 
merchant using a five-inch advertisement one column wide does not want a border half 
an inch wide. It would serve as ornamentation and it would make the advertisement 
prominent only at the sacrifice of valuable space needed for the wording. It would make 
of the advertisement a narrow panel in which little could be said, and iri which there would 
be no room for an adequate display line. 

A 6-point border is large enough for a single-column advertisement. Anything 
larger is likely to defeat the object of the advertisement. 

Double-column advertisements may, and should frequently have, 12-point borders. 
Even 1 6-point borders are not out of place when the advertiser can spare the space, with- 
out impairing the quality and quantity of reading matter. 

Where a border is used there should be sufficient white space, or indention, sur- 
rounding the advertisement, so it will have no appearance of being crowded. This white 
space inside the border should be at least half the width of the border. 

Borders used in newspaper advertisements should be bold and not over fancy. The 
delicate tracery seen in some borders render them unfit for rough use. They are more 
suitable for booklet and leaflet work. 

Brass rules make good borders. A couple of years ago the perfectly plain rule border 
with round corners was considered the proper thing. Their use became so general in 
some papers that as a means of ornamentation they were of no use. One was reminded 
often of an obituary notice, when picking up the newspapers in those days. If they are 
used occasionally they are quite effective, but the heavier rules a,t least should be very 
infrequently used. 

On page 431 are shown the different size rules, from 1 point to 12 point. On page 
414 will be found four designs in newspaper borders. By using the rules or borders, 
similar to those shown, any advertisement can be made attractive. 

The merchant who seeks distinction for his advertisements should purchase a distinct 



412 



HOW TO ADVERTISE A RETAIL STORE 



and conspicuous border for his own use. Type foundries are now putting up small fonts 
of borders for that very purpose. Prices range from seventy-five cents per font upward, 
according to size. When a merchant has a distinctive border of his own, the readers of a 
|)aper become familiar with it, and note it every time the paper is opened. This is worth 
considerable to the advertiser, for they are led to think of the store, whether they read the 
advertisement or not. 

As a rule, any advertisement set in very heavy faces of type should be enclosed in a 
light face border, and the light advertisement by a heavy dark border. By this rule con- 
trast is obtained, which is very desirable for display purposes. 

Brass rules, with which printing offices are usually abundantly supplied, can be used 
quite effectively in ornamental work. Any printer if given time can make up any design 
found elsewhere, providing, of course, he has the necessary stock and the time sufficient 
to produce the design. 

Some advertisers are very partial to the use of rule boxing, and use it to excess. If 
rule boxing is used in moderation it is of good effect, but when used so as to panel off the 
whole advertisement it is an eye-trying affair to read. 

A heading can be made more prominent by a rule box, but if every advertisement in a 
paper was set in the same way it would lose its effectiveness. The following example is a 
good use of rule boxing: 



FALL STYLES 



Note how the boxing makes the words stand out, and lend them increased prominence. 
It is sometimes desirable to emphasize the price where there is not space for large 
figures. It can be done in the following manner very nicely: 



We place on sale to-day fully 
1,000 pairs of Ladies' Fine 
Kid Shoes, Patent Leather 
Tips. Regular value $3.50 
and $4. at 




Ornaments such as fancy figures and ornamental scroll work have no place in a news- 
paper advertisement intended to sell goods. In tlie oi)ening announcement they can be 
used to some extent, but in the advertisement intended to sell goods never; white space is 
preferable. 

The following article from Brains shows how borders can be made at a slight cost: 

" A distinctive border is as valuable as a distinctive name-}) late. 

" No matter how well a man may be dressed, if he wears a shabby hat his appearance 
is spoiled. We may say the same thing about an advertisement that is otherwise well 
written, but has a shabby border. The general efl'ect, made by a well written and cleverly 
illustrated advertisement is spoiled by a clumsy or inappropriate border. An attractive 
border design increases very considerably the value of the advertisement. It captures 
the eyes of the reader. 

" If a certain style of border is followed up for a certain length of time, the advertise- 
ments of the firm using these borders become distinctive : they will be easily recognized 
at a glance on account of the distinctive and characteristic border. There are stores 



BORDERS AND ORNAMENTS 413 

using the same border designs for years. No matter what size advertisement they 
insert in the papers, the border is never changed. 

" Many advertisers do not pay the sHghtest attention to borders. They give instruc- 
tions on their copy to the printer for 'a 3-point rule or a 2-point double rule, etc.,' and 
very often borders are not requested at all. 

"In a small advertisement a plain 1 -point rule is the best border. To attract atten- 
tion a clever cut, illustrating some catch phrase, a novel arrangement of rules, the judicious 
use of white space or a good type display serves the purpose. 

" It is different with full-page advertisements. A full-page advertisement ought to 
have an attractive border. I have seen the best written advertisements spoiled by a 
heavy, plain black border. The advertisement looked like an obituary notice. I have 
seen full-page advertisements with old-fashioned fancy borders around them, set up by the 
printer. These fancy borders are out of date; any printer may tell you that they are 
nothing but junk in the print shop. 

"A very attractive, up-to-date border design can be made at very little expense. For 
instance, for flag day the easiest thing is to make an attractive and appropriate border, 
composed of flags by proceeding as follows : Take a print of an American flag — no matter 
what size — and have a zinc etching made of it, reduced, of course, to any proper size. Ask 
the photo-engraver for twenty-five proofs. Mark out on a piece of white cardboard the 
size of the border you wish to use and paste the flags around one corner, arranging them 
as tastefully as possible. All that is necessary is to have one corner and one-fourth part 
of the square finished, as is shown in the accompanying illustration from A to B. 

"Order a line-cut (a zinc etching) from this copy. When you have this, order one elec- 
trotype of same and two electrotypes reversed, thus you will have the four corners and the 
sides ready for a perfect square which composes the border. The whole expense of such 
an attractive border will be about $2.00. 

"All kinds of combinations can be made without designing, the only thing necessary 




is to have good taste for arranging prints, adaptable for a border. It is not necessary 
to have the whole border pasted on cardboard, and a large line-cut made from same; 
simply order one-fourth of the square, or a part of a side and one corner. 

"Photographs cannot be used for this purpose, for the simple reason that line-cuts 
cannot be made from them. Half-tones, no matter how coarse screen they may be, do 
not print well on common newspaper. I have seen the most attractive border designs 
made from prints taken from old books and magazines. If an advertising writer knows 
how to make use of old prints and drawings he can produce the most appropriate and 
attractive borders for an advertisement. 

"It is well to know that the cost of zinc etchings is very reasonable — less than five 
cents per square inch. Electrotypes can be had for two cents per square inch. In 



414 



HOW TO ADVERTISE A RETAIL STORE 



ordering border designs it should be remembered that if a Hne-cut or electrotype is ordered, 
the photo-engraver charges for space between the borders, and for this reason it is best to 
have the sides of the border and the corner designs made in separate blocks." 



♦♦♦♦♦♦♦♦o 





CHAPTER LXIX 



SOMETHING ABOUT CUTS 



THERE are five different kinds of cuts used in printing, but the printer calls them 
all "cuts." They are, half-tones, zinc etchings, wood-cuts, electrotypes and 
stereotypes. The latter two are merely reproductions of the first three or of a 
page of type matter already set up. 

While this term may be applied by a printer as a collective word for all half-tones, 
zinc etchings, etc., the advertiser must be thoroughly familiar with the process by which 
they are made, the time required to produce them, the cost of each class, and at the same 
time know how to order them so as to obtain exactly what he v/ants. 

The cuts that are used in newspaper printing are lialf-tones, zinc etchings, electrotypes 
and stereotypes, and occasionally a wood-cut. The illustrations we see in newspapers are 
printed mostly from stereotypes or electrotypes which are made from half-tones or from 
zinc etchings, more commonly called "line-cuts." The original half-tone or zinc etchings 
are seldom used. When printing a magazine on a large run the original half-tones or 

zinc etchings are kept as 
a reserve in case an acci- 
dent should happen to the 
"plates" from which they 
are printing. 

The process of making 
a zinc etching or a half- 
tone, and that of making 
an electrotype is different. 
Half-tones or zinc etchings 
are made by the photo- 
engraving process and by 
the use of a camera. When 
making an electrotype the 
camera is not required. 

Zinc etchings and half- 
tones are engraved by the 
photo-engraver by a chem- 
ical process. 

Line-cuts, or zinc etch- 
ings, can be made from 
pen, crayon, and charcoal 
drawings, prints from pho- 





\Sa\uc -^ 



oo 







Show card in spatter work effect — this method is much 
and produces spk'udid cards 



in vogue 



SOMETHING ABOUT CUTS 



415 



tographs consisting of lines or dots, printed pages or forms, or in fact anything made up 
of distinct lines. These should be in black ink upon white paper or cardboard. 

A zinc etching cannot be made from a photograph, wash drawing, or any such copy 
without first making a pen drawing, nor from any drawing the color of which has not black 
for a foundation. Green, dark brown, or dark blue may sometimes be reproduced under 
the most favorable conditions, but light red, yellow, or other light colors cannot be repro- 
duced at all by this process. Black lead pencil drawings will not reproduce by this process 
either. 

The shading in a line-cut is produced by the different thicknesses of the hnes in the 
pen and ink drawing. 

For line-cuts zinc plates are usually used, although for very fine work copper is some^ 
times employed. The figures or drawings are photographed upon sensitized plates and 
then etched by a chemical process. This process we will briefly describe. 

The pen and ink drawing is tacked upon a board which is placed before the camera, 
which is so arranged that it can be moved backward or forward. By increasing or less- 





- .r''^ 



Clo<Kes SaLtrsfa^ctioii 
A SaL<isfadory Store 

^J^ MAN can buy cIocb«s al- 
^^^ most Any place at "any old 
price," but cloibts satisfaction is to be 
found at few places— and Wathert' 
n one of the few — thcre's.a reasoi^ , 
You'll always fiAd here a kig/f' 
standard of qualtly; you're ntvtr 

I em pied by pricfinduetmenls to i pec 

II late on somelbing (ktap.- Today, 
lomorroiv—Afvays the Same — tbai 
makes tr-ading easy and satisfactory, 

A Summer Suit at $18.50 

Hartdsome dark blue serge Coat and 
Trousers. Double breasted sack with 
broad shoulders and wide fronts;— tjuarter 
lined with line alpaca. The quality makes 
it a splendid valgc. 



Wi^^M.ER 



H^'f Mii EigKlh 



Outline drawing 



Stipple stock cut 



ening the distance from the object to be photographed, the focus can easily be adjusted 
so that any size plate can be secured. Very powerful electric lights are thrown on the 
copy, and of course in this way a very clear negative is secured on a glass plate which is 
covered with a specially prepared film. After the negative is developed in the dark-room 
the film is stripped from the glass and is carefully spread in a reverse position upon another 
glass plate. A highly sensitized zinc plate is pressed against the surface of the glass plate, 
holding the stripped film. In this position both the glass plate and the zinc plate are 
fastened in a frame devised for this purpose, and is then exposed to an intense light which 
acts upon the sensitized zinc plate. By this process an exact print is made on the zinc 
plate, which then is taken from the frame and coated with a thin film of ink, specially 
prepared for this purpose. The coating is done by a soft rubber roller. This proceeding 
brings out the photographed lines clearly, after which a coat of dragon powder is strewn 
over the plate. This dragon powder sticks to the inked surface and acts as a protector 
when the plate is placed in the acid. The plate is put through four different solutions, 
one after another, and when it is taken out of the fourth it is washed off with cold water. 
This solution eats away the parts not covered with the dragon powder. When the plate 



416 



HOW TO ADVERTISE A RETAIL STORE 




iryou HAD TO STAND 
ON HDUe HE^DTO SHOOT; 

you. wouldn't bbing' 

HOME MUCH GAME 



Auto Graflex Camera 



A Graflexgbows the fnll-size picture at the' 

of Mporore, and SIGHT SIDB UP. The lde«l outfit 
tor higS-gpeed walk. Send for Catalogue. 
FOLMER & SCHWING CO. Rochester. N.Y. 



Silhouette effect 



is in the solution it is gently rocked to and fro by a mechanical device. After the plate 

is washed off with cold water it goes to the routing machine, where all superfluous metal 

is removed or routed away. The plate goes through a sort of chiseling process. After 

this is done, the plate is tacked on a wood or metal 
base which is made "type-high." After the plate is 
backed up, the finisher cuts off the sharp edges and 
gives the plate a general overhauling, and the zinc 
etching is finished. A zinc etching costs about five 
cents by the square inch, minimum fifty cents, which 
means that a line-cut amounting to less than ten 
square inches will cost fifty cents. 

The process of making half-tones is about the 
same as that of making zinc etchings, the only differ- 
ence being that when a photograph is taken from the 
copy a screen is placed between the lens of the camera 
and the sensitized plate. These screens are large glass 
plates, ruled with a diamond, and have straight lines 
meeting one another at right angles. One inch or 
such a plate may contain from sixty to two hundred 
lines. Half-tones can be made from photographs, 
wash drawings, or paintings, on which the shadings arc 
made by the difference in the colors. The screen, 
when placed between the sensitized plate and the 
lens, breaks up the surface of the copy into small dots. 
Those cross lines we see in half-tones are made by the 

screen. Where the screens are coarser these lines are more easily distinguished than in 

half-tones where the screens are very fine, as, for instance, in a half-tone of 200 screens. 
Half-tone engraving is the only process 

known at this time by which photographs, 

wash drawings, and things of like nature 

may be reproduced for use upon the print- 
ing press. 

When half-tones are to be made from 

|)hotogra[)hs, es{)ecially of machinery where 

a fine cut is desired, or the details of which 

it is desired to have brought out distinctly, 

the photographs are usually "retouched," 

that is, the details are clearly and distinctly 

painted in by hand. From $5 to $25 is 

frequently paid for retouching a single ])hoto- 

graph. 

For the reproduction of landscapes and 

scenic views (as well as iiiachinerv and other 

subjects, in which not only the object itself 

but the surroundings as well, are desired to 

be as truthfully shown as possible), half-tone 

cuts are by far the best to use. 

Always bear in mind that a half-tone 

reproduction can be no better than the 

subject from which the half-tone is made, 

hence the necessity of first-class })hotographs, 

of retouching, or of hand -engraving of the 

plates. 

To practically illustrate the different grade of screens we herewith print three half- 
tones, one made with a screen of sixty lines, another with a screen of 133 lines, and the 




Sixty-line half-tone 



SOMETHING ABOUT CUTS 



417 



third with a screen of 200 Hnes. A half-tone of a very fine screen may be used on a highly 
calendered or coated paper, but is absolutely worthless on common newspaper. For 
newspaper work a half-tone of sixty screens gives the best service. A 125-screen half- 
tone is used with good success on a M. F. (Machine Finished) paper, or on Super paper. 
The sensitized plate used for a line-cut is zinc, and for a half-tone is copper, which 
is also sensitized with a solution. On this plate the print is transferred by the same 
process as described above when making zinc etchings. After the print is transferred, the 
plate is heated, and the ink becomes hard and will resist the action of the chemical bath 
into which the plate is placed. This bath is an iron solution which eats away all the 
copper left bare, and leaves the Hnes and dots in strong relief. In this condition the 
plate is called a "flat etched half-tone." To give clearness to the picture regarding 





One hundred and thirty-three-line half-tone 



Two hundred-line half-tone 



shading, lines, etc., the etching solution is brushed over the parts which it is desired to 
have appear lighter. It eats away most of the copper around the dots, making them 
smaller. This process is called re-etching. After this is done it is tacked on to a piece of 
wood or metal, type-high, and is ready for the printer. The price of a half-tone varies 
from twelve and one-half cents to twenty cents per square inch. 

Wood-cuts are used where the paper to be used for the printing is of a soft surface, 
but still a clear and distinct impression is desired. A wood-cut is made by taking a 
photograph on a sensitized surface of a wooden plate which is cut "type-high." The 
wood used for this purpose is called "Box-wood." The etching is not done by chemical 
process, but is engraved by hand. With sharp instruments the engraver follows the lines 
of the photograph carefully until the whole picture is engraved on the wood. Of course 
this process makes a wood-cut more expensive than any of theabove mentioned "cuts." 

The electrotype is an exact counterpart of a half-tone or a zinc etching or of type set 
ready for printing. In large magazines the ads are set up very artistically, using for the 
composition type which is very expensive. If this type was rim on the presses for a large 
edition it would soon be worn out and ready to throw away as useless. To prevent tiiis, 
each and every page of a magazine is electrotyped ; that is to say, a duplicate is taken 
from a page, and the magazine is printed from these duplicate plates, i.e., electrotypes. 



418 HOW TO ADVERTISE A RETAIL STORE 

The process of making electrotypes is as follows : From a half-tone or from a line-cut, 
or from type, an impression is taken on a composition of beeswax or ozokerite, especially 
prepared for this purpose, and which retains the minutest details of the impression. After 
the impression the mold is placed in a black leading machine and polished by brushes and 
by a composition of graphite, after which the edges are burned or scraped off from the 
frame to prevent the depositing of copper on the same. Then the mold is given a copper 
coating by the use of sulphate of copper and iron filings, after which it is placed in a 
tank filled with a solution of sulphate of copper, muriatic acid, and water. This solution 
must have a certain temperature, and also must be of a standard degree of gravity. An 
electrotyper must pay the strictest attention to these minute details, the non-observance 
of which would make the work unsuccessful. By the use of a dynamo an electrical current 
is transmitted through the negative rod passing down the anode, thus creating a chemical 
action in the solution, by whiclr the copper is taken from the anode and deposited on the 
mold, called cathode. When this deposited copper shell becomes of sufficient thickness 
it is taken from the solution, and by the use of hot water the shell is separated from the 
mold. It is then backed up with metal and goes through a finishing process; low letters 
are brought out, and the surface made perfectly even. After this is done, the plate is 
tacked on a wooden or metal base type-high. The price of an electrotype is about two 
cents per square inch. Electrotypes carefully prepared stand a run of 100,000 impres- 
sions without showing much sign of wear. 

There is another method of preparing plates, or cuts, called stereotyping. Stereo- 
types are much cheaper than electrotypes. The process is very simple. The impres- 
sion is taken from a plate in a composition made of papier-mache. When this becomes 
sufficiently dry and hard, hot metal is poured into the shell and the plate is ready. The 
plate is then mounted in the same manner as an electrotype. A square inch of stereo- 
type costs less than a cent. 



CHAPTER LXX 

PRACTICAL HINTS ON "HOW TO PREPARE COPY 

f I ^HE systems in use in tlie advertising departments of large stores vary considerably, 
I but in the main points are very similar. The systems must work smoothly and 
regularly, or the huge advertisements that are daily turned out would instantly 
show a hurried ])reparation instead of having the appearance they usually have of delib- 
erate and calculated preparation. Yet some of these advertisements are turn^ed out 
hurriedly and often "against time." 

The advertising man, more than any one else connected witli a store, should know 
the best merchandise to advertise each day of the year. By fretiuent consultation with 
the heads or managcTs of the dift'erent de})artments he knows j)retty well what stocks are 
on hand and how they are going. He knows all lines that have been bought as leaders, 
all lines that have })een j)urchase(l under the regular market prices, all lines that are 
slow sellers antl that are to be cleared out at a sacrifice. 

It might surprise r.ome of the smaller merchants when it is stated as a fact that in 
some of the largest department stores there are no goods on either shelves or counters 
that have been there for a longer period than six or eight months. In some instances, 
where the departments are highly specialized and inventories are taken every three months, 
t!ie de|)artment managers must not only turn over their stocks every so often but they 
must close out all stocks after they have been in the store a certain short })eriod of time. 
This is an easy matter where customers are always thronging the aisles eager to buy any- 
thing that is offered under the regular price, 




SON 

SnOPPINd CENTER 




MOTHER UMBRELLA BARGAIN 



.Is Tours for Tuesday.. 



This Time It Is Our 

Regular 

SI.48 Kind for 



lAST TBURSDAV WI CAnSED COMSIDEEAB^g 
EXOITEKEMT OfTEBING FOK THAT OBE' BAY 
CHOICE OF OUR DOLIAB OMBRILLAS AI SUCTY- 
BIHE CENTS EACH ... 



99 



ThU otfw li' evea better. They 
J^ J of Union Silk TafieU, »iiea 

Ea 



They h«ve Blet\ RoIa, Lock Par«f 



refttl" tM* OmbrelUi, for Tuesday Only. 99c K'cb. 



SILK SHIRT WAIST SUITS 



A WEEK OF GOWN VALUES 

jch BargtiB opportoaitie* ■• ve now biought before yoo to WomcD's Muslin Kigbt Gowns, 
will be 4 quick mib t» benefit It ii only to sukc loom for new itock tUI tbia »e«k 

Fifty Cent Huillfl Nifhl Gown« SpccUIlT Priced but ...,.,. 39c Eacb 

Nigbt Govna . > , tt ig Eacfa I I1.7} Ifighl Gowna for . v li-39 E^cb 

Wigbt Covna . , . tuM Sacb J |j.a5 Hight Gowna/^for 11,79 E««b 

THAT'S TBI ftATIO OF SSOUCTIOR ALL THSOUGH TBS UMS. 



GLOVES FOR SPRING, 1905 

H*TlB| Juit received from out Parli Office the Spring Importtlion of 
oui Pamouf "lULIETTE" Ai Clove, we hasiea to tell you the jUd 
newi. The -JULIETTE" it made foi us by one o( iKe best French 

perfect In fit, atyle and flmsb; id alt the new sbadea of Tan, Mode, 
Cray, Brown, Red, Peart, Navy, also White end BUrk. 



$1^ 



TO CLOSE OUT 



Uk. you. cbc»(« AI HAIF PBICE 1 
Come, »« what we lure. Tob win qas 
wfcat you 'ut anl un |ul UU lU 



ORGANDIES 



Clus Tliio Oooai ill Sonth Annex Th»r 



BOYS' BLOUSES 



from Fifty Cent* to Two Bollara. 
They Arc found in otu Bwya' I>ep't 
80M1 SOITS-Double Breaated atyle, 
•f AU Wool fooda, for Boyi S to ifl, 
we of apccU3 value at la.30 nd 
I3.7J. Better onta vf to I10.00. 



IN LINEN. 



fine Bleached Satin Damask, 
wide. In a new and hindsomt 
patterna foi ii.jj « Yard. 



and Bed Borders, isc Eacb. 



WASH GOODS 



fully plilded and ttHped Id lovely 
abadet of Blues, Pinks. Greens. Groyt, 
and Combinations, (01 40c a Yard. 
PRINCESS VOTLE is a checked matei- 
lal, self colored, la Brown. Creeo. 
Bhie, Navy, Pongee, tod Black, Ici 



WASH FLANNELS 



fflcdium weight, Weill Flenocli are quite 
the idee) febrit for Ladle*' Spripg Shirt 

Scoub PUDseta, the reliable kind* i& 



" VTYEILA,- the piieen o 
tiuratiteed non-ledea 



1 Black aod White, 



BROVI TBOVSOa k CO. 
Hartford'* Shopping Canter, 
Mu-oh 6, 1906. 



0— M— B— R— B— L— L— A B--A— K--B— A--I--» 



L-«-8-t T-h-u- 



-Brd-«-y, 



o-f-f-e-r-1-n-g r-o-r t-h-a-t 
o-n-» d-a-y c-h-o-l-c-« o-f 
o-u-r d-o-l-l-»-r U-m-t>-r-e-l-l-»-» 

^°"^*'* This ofer Is even better. They 

tl.4e KICT "OH ^r» Umbrell»8 made of Union 3111c, Taf« 

fet», elzee and dtyles for hoth men 
^\ /^ I and women. They hawe steel rods, 

W %JI C lock paragon framee with choice of 

W W »«t^ a very handsome assortment of Han- 

dies. In f9ct tiey are, as re hawe 

said, our regular ♦1.48 Umbi-ellas. for Tuesday only 9 9^ each; 



1—3"? 



-T--S 



S.-I--t— K. 3--H— I"R^ 

If you want a handsome coat 
made of extra quality Black Peau de Solel 
The Waist pleated front and back '"^ 
full lee of mutton Sleer*. Skirt 
new Kilt Style, Just take a look at the handsome Silk Shi 



de Soler- ' ' I 



Waist Sulta, worth «18.50, priced special at il2.50 e 
That is merely one of the many big bargains at our La 



merely 
Suit and Waist Dept 

— -o — o 

A " w W— B— «— K - 0"> 



0..0-.T— a 



.A..t--U.-R--S 



.■ , When such bargain orTior*unltJ«» 

»• are now hrought before you In. Women's Muslin Jilght Oowne 
there will be a quick rush to benefit. It Is only to make 
rooB for new stock that this week we offer you. 

'Vteg, 80/ Muslin Right Gowns, specially priced but 39/. each 

75/ to 98/ kinds, gg /sa ; 11.00 to\<1.5S kinds Sg^ear 

«1.50 Klght.GoivnSjMnF' 'l-'S Mlr,ht Oowne for |i.39 ea 

$2.00 Ulght OowneTHH* $2.25 JJlght Gowns for tl.79 ea 

ThatB the ratio of reduction all thr 



lugh the 11 



G-T,-0-V-E-S - F-O-R 



S.P-R-I-7f-G 



9 



Harlr.g Just reeelysd from 
'1' Paris Office the Spring ImTiortotlon of our Taraoue 

Juliette Kid Glove, we hasten to tell 

. . vou the Glad news. The Juliette is made 

g I A/) "for us by one cf the best French Maners. 

' B'lZyl D^ The onlv real Kid Glove found in the clt; 

*^^ ' for One dollar, perfect in fit. style * 

finish. In all the new shades of Tan, Kode, Grey, Broum, 
P.ed, Pearl, Ilavy, also White and Black. 



T-0 e-L-O-S-g 0-V-T 

At our Trlmm- 



Pur heads, 
in fact everything In the li- 
ne of Fur Trlramlngs, we will 
fo- «■ ♦I'le !•♦ "'u ♦•*• "our 
choice AT HAT J PRICK . Cone 
see what we have. 7ou will 
f lid what you want and save 
•Just half Its value. 

O.R-S-A-y-D-I-K-L 



-K - L-I-B-B-K 



We Rive you ch» 



Bleached Satin Damask, 72 in. 
wide, in a nen and handsoms 
range of pat < ems for_*lj2 5 yd 
?4 1-. "I'^-l-s 'c — -c^ *:r.y'^c 
Hemmed Huck-a-back 
zed 20 X 40 In. all 
with Blue & Ped Bord 



e.or 
S^ea. 



W.A-S-H - 0-0- O-I 



The beautiful 
«'ranch Roods, White and Black 
Grounds, prettily patterned 
with Colored figures, also 
Dresden effecta, are found- 
at cur Counter for Hi.nh Class 
Thin Goods In South An' ex, 
They are the very best Quali- 
ties and there Is nothing pr- 
•Itlf /Or Sujiuw TM-fKKnn, 
37-1/2/4 50/ a yd. is the pr- 
ice. Take time to see them. 

B.O-Y-S B-T.-0-U-S-g-S 

For years we have 
exrerinented with different 
make" In the >iope of eecur- 
. lag the best Boys' Blouse on 
the market, and think that for 
quality, wear, style, assort- 
ment and 'It that "e huve fo- 
und it in the "K and F" which 



Looking much like 
Poulardette we want you to sec 
the 'SATIH LIBFPTY" ir. white, 
Mavy, Blick, silver Grey, Pon- 
gee and Brown Crounrts, patt- 
erned with. Small neat fiaures, 
Rings, dots, etc. 

Gi:"-,HA.YS Those fine beauti- 
ful kinds, made by D. * J. 
Anri.T-Bon, beautifully olalded 
and strlpeti in lovely shades 
of blues, pinks, gre^'.nB, greys. 
ic Cumoin«tii..ne. ft/r 40/ >d . 

PRDCCRSS VOILR le a checked 
Material self colored. In Brown 
Green, Blue, Havy, Pongee and 
Black, for 2B< a yard. 



tary conditions by v/ell paid 
operators and found nowhere 
else In town, as we control 
thrilr sale In Hartford. 
Sale ranire Is 3, tc 16 years, 
isriees from 50/ to .*2.np 
They are found in our Boys' 



Kept 

/ SOUF 



-UITS T)ouble bre 



•d style 
Tor Boys 
lal valti 
Better o 



W-A-S-H r-L-A-H-N-E-L-S 

Being non ahrlnk 
able, fast color and mediun 
wel/Tht Wash Flannels are qui- 
te the Ideal fabric for lad- 
l.?s Sprint Shirt Waists. 

Scotch Flannels, the reliable 
kinds in large ani pltaslnK 
variety can he- had at 25/ 
37-1/2/. 45/ ■» 50/ yd. 
"Viyella'the Oueen of all. is 
a very flrely woven Flannel of 
Fnrllfh VaKf, guar-a.'teed nc- 
fade»>-le and unfVr inka'^le. 
You have 
6b pat'i>r 
Black t White and 
It Is 31 ir. wide 
our T)o=e?tlc nept. 



rlueipc 
td ■'6/ a 



420 HOW TO ADVERTISE A RETAIL STORE 

In the majority of large stores the department managers or buyers take their special 
offerings to the advertising manager, insisting on space being used in their exploitation. 
Where this method prevails the advertising manager always has more items offered him 
than he can use. He usually selects those he thinks most suitable for the day's advertise- 
ments and leaves the rest. 

Weather conditions play an important part in the choosing of each item. Season- 
ableness is of the utmost importance. Even the days of the week are fraught with mean- 
ing to the advertising manager. Mondays and Saturdays are the big days, and any depart- 
ment may be safely advertised for those days. " Ready-mades " are especially good for 
Saturdays, while household lines, such as linens, upholstery, carpets, furniture, etc., sell 
better during the week. 

All advertisers should keep scrap books, not only of their own advertisements, but 
of fine specimens, ideas, schemes, sales plans, etc. In the course of a few years these 
scrap books will become more valuable to the advertiser than all the books ever 
written upon the subject can be. 

It is necessary for the advertising man to keep up to date, to have the very latest 
information. To obtain this he must read constantly the best books and periodicals 
bearing on his business. In this reading many new and novel ideas come to him, which 
unless preserved in note book or scrap book are afterward forgotten. These ideas may 
be worth thousands of dollars if followed up but they are not worth a cent to him who 
forgets them. 

Through the courtesy of Brains, Deposit, N. Yo, there are reproduced here a num- 
ber of illustrations on "How to Prepare Copy." These plates show at a glance just how 
the advertising writers for the firms represented prepare their copy for the printer. 

On another page is shown the copy as prepared by the advertisement writer of 
Brown, Thompson & Co., Hartford, Me., for the printer and his production of the 
finished advertisement. This copy is neat and the layout clearly indicated. 

Mr. E. H. Leonard, advertising manager for Shepard Norwell Company, Boston, 
Mass., gives us his methods of preparing advertisements for a large department store. 
He says: 

"The mission of an advertisement is, first of all, to create attention. A paying adver- 
tisement invariably contains certain striking features to hold the eye long enough to induce 
interest. 

" Cuts are conceded to be best of all, providing they talk — that is, both attract and 
illustrate the article for sale. Better utilize the space for other departments than to use a 
poorly made and insignificant picture. 

"However, the ])roblem of producing business-pulling advertisements for a department 
store where sixty-five or seventy enthusiastic buyers are clamoring for double and triple 
column 'stunts' to chronicle their recent ])urchases, and the advertising appropriation 
allows for about one-third the space needed to satisfy the buyers, it behooves the adver- 
tisement writer to scratch his "think tank" for schemes whereby he can produce an 
announcement that will take in all the departments, and, at the same time, make it attrac- 
tive — without cuts. 

" Presuming there are many advertisement writers who occasionally bump up against 
just such a proposition, and in their dilemma become excited and nervous, have a disa- 
agreeable moment or two with the proprietor, the buyers, and others — to say nothing of 
the sympathizing printers (to whom we always appeal) — I have preserved the "order 
sheets" of a Sunday advertisement and am forwarding same to you for re[)roduction in 
Brains. These sheets are sent you because the advertisement was a good trade puller 
— it not only filled the store with shoppers on Monday and Tuesday, but hundreds of mail 
orders were received for goods advertised, and the week is not half over. In addition to 
lliis proof of resultful advertising without cuts, we have received a number of personal 
letters from prominent peoj)le in this vicinity who complimeut the store on 'such 
clean, attractive advertisements,' showing that the aimoimcernents are noticed, read, and 
believed. 



PRACTICAL HINTS ON HOW TO PREPARE COPY 



421 



" On Wednesday mornings I draw up diagrams and plans for the following Sunday 
advertisements. (We use four Sunday papers.) The sheet herewith marked No. 1, 
shows my method of featuring thirty departments in one of the newspapers. This design 
went to the printers on Wednesday, with complete instructions on the margin. 




"Thursday morning I had the completed Mummy' in rule and type form. (See No. 2.) 
I began this day's work by writing copy for the various sections of the layout, preparing, 
first, the introduction or 'store talk' for the center box — which, by the way, answered for 



422 



HOW TO ADVERTISE A RETAIL STORE 



all departments. On each copy sheet I wrote instructions to the compositors — for 
instance, on 'Semi-Annual Stock Taking' copy I placed the following: "D. C. box — 
center of advertisement — 8-point antique leaded — see dummy.' Thus I moved from 
one section of the advertisement to the other until all were comfortably filled, and the roll 
of copy, together with both layouts, Nos. 1 and 2, were delivered to the printers Thursday 
evening. 





s--^ 



^?tS 





On Friday morning I had a completed proof, as per instructions on margin of No, 2. 
After careful reading and after making a few alterations to relieve the congested state 



PRACTICAL HINTS ON HOW TO PREPARE COPY 



423 



it 



rh^ 



III , 

II illMii 





I SSI !ipi} 






liiii 






lifi-ltiilt. 




^ 






of some sections, as noticed on proof No. 3, and positive authority from all buyers for 
stated values and sale prices, the proof was submitted to the proprietor for approval. It 
passed. This sheet then went to the newspaper for corrections, with request for six 
revises Saturday. 



424 



HOW TO ADVERTISE A RETAIL STORE 





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If 



lit! liMiSi! :-iin Jr 

"till ^llii^iUiin^ -^i 
s 111 ^^i ' [S 111 "=i*^i 



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"Plate No. 4 represents corrected advertisements with final O.K. and instructions, 
and stands just as it was published in the Globe of July 8th." 



PRACTICAL HINTS ON HOW TO PREPARE COPY 



425 



a 

El 



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.| Mi 111 if 

=3 illl II 




Hil.^l := -^iSi st?^ 611* aiE^ts ?tlE M l"'l 



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211 m 



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"aits 









The above plate shows the copy, dummy and advertisement of Ike Stern & Co., 
Danville, 111. Its original size was fifteen inches three columns. The dummy is clear 
and indicates everything essential to give the printer the idea to be followed. 



426 



HOW TO ADVERTISE A RETAIL STORE 



On this and the following page are shown a dummy and completed advertisement of 
The Fair, Cincinnati, Ohio. This dummy is as neat as it can be and clearly indicates 
the layout of the advertisement. The arrangement of this advertisement is certainly 
good. It is rather hard to arrange so many items all of about the same importance and 
all to occupy about the same amount of space in any other manner than in boxes so as 
to be at all satisfactory. Here we have forty-six items, all separate, all properly displayed, 






^JL 



f V&v^ CCmo t""*- ■ *t»»^ 



THE FAIR 



n 



f 




^/ ^rn^F^THE* FAIR.(! 



SHTB AND RACE 



^ 



and the advertisement has a well balanced appearance. The illustration and mortised 
border for the illustration helps to give this advertisement a finished effect by giving the 
eye a central j)oint to light upon. 

On the plates on pages 428 and 429 are shown the dummy and complete adver- 
tisement of The P'air, Ft. Worth, Texas. The original advertisement was twelve inches 
across five columns. The copy, which was written upon separate sheets of paper from 
the dummy, was numbered to correspond with the positions numbered on the dummy. 

The dummy as prepared by Mr. J. Montgomery Brown, the advertising manager 
of The Fair, is very plain and can be easily followed. The method of laying out an adver- 
tisement is here practically shown. In the first place the exact size of the advertisement 



PRACTICAL HINTS ON HOW TO PREPARE COPY 



427 



is ruled off. (The reproductions shown here are considerably reduced in size.) The 
number of illustrations are then decided upon and the space and position they are to 



S<w« Op«in 8:15 A. M.-ao5« 5:45 I 



THE FAIR 

sixth and Race Streets. 



A SIORC fOR THRIFTY PtOPLt 



Walking Skirts. $1.98. 



. Thursday, Friday and Saturday We Inaugurate 

OUR FORMAL WELCOME TO SPRING 



THE FAIR 



Race Streets. 



A STORE fOR rnRtfry none 



•^^THE 1905 SPRING STOCKS ARE COMPLETE^-^ 

And we*r» going to continoe to crowd thu store with satisflcd bu>cr. for three d.ty3 ad il Ua;, never been aOMded before Oor specuJ pnccs 
for th* WMk etTer a great cfiance.. It's your chance: and your proof of wisdom wUJ lie iq tha taking advantage of il 

■%!VB aSTVlTB YOU TO liH> OIWE OF> THB C:i«OXVJ>. 



Fancy Dress Qlnuhams. 

2.000Yjr(lsonSaleal.Yd 



leal.Yd^ 



Best 3-4 Challies. 

Onr in .IrM lo ..1«1 ttoo: IKbt loS 
rt •e«U. 4oU, ilrliKi lid P.r.1.0 Ml. 

rYird. OC 



SOc Black Taffeta. 

£" SOc 



Black Goods. 



Bleached Pillow Cases. 

Salt al, Eart .>-*/4*^ 



While Cambric. 

SaleaLlirl ^J^^*.^ 



Turkisli Bath Toweb. 



P)TignrkjOatfi(5$2.2S 



Mei's dm Llsi« Ball Itat 



.„7la..o, New Spring: Millinery. 



SOc Boys' Waists 
•for 39c. 




Cleaning Specials. 

'"$l!j9^and $1.79 



Sixth and 
Race Sts. 



THE FAIR 



Sixth and 
Race Sts. 



Roller Skates, 39c. 



occupy are indicated on the dummy. This done the balance of the space shows clearly 
how much text or type matter can be used. 

The headline and introduction are next shown. The headlines and sub-heads are 
usually written on the dummy as here shown. The introductions and items are best 
shown by parallel or wave lines drawn to indicate the space they are to occupy and the 
place where they are to appear. 



428 



HOW TO ADVERTISE A RETAIL STORE 



The advertising man who is well versed in type styles and sizes has a great advantage 
over the one who knows practically nothing about them and a greater advantage over 
the one who knows just enough about them to make his knowledge troublesome both 
for himself and the printer. The knowledge of type styles and sizes gives the advertising 



'^KiZ 



^iJF 



tJ^ 






7A.(>->>i^aJK^<-'^^i^>^^^ /^^ut^ /^* 








man a chance to have his advertisements appear always just as he wants them. If he 
indicates italics, italics will be used, if a heavy faced type is demanded and named that 
face and no other will be used. 

It will be noted in this dummy that each style of type and each size of type to be used 
is clearly indicated. It will also be noted that this advertisement is a good one. It is 
out of the ordinary run of advertisements. 



HOW TO READ AND MARK PROOF 



429 



I 




FIRING OPENDNG -^ 

Of the Latest and Most Authoritative 
Fashions in.... 

Millinery, Tailored Suits @. Coats 

Monday and Tuesday, March Thirteen and Fourteen 

Tb. 



will bi- the first Complete Exhibit for the Coming Season -An E.xt>ou'ionof Ne' 
Styles in Practicnt, Fash onable Spring Ha ls, ■uttfi all the effn 



'f s'yie and 



For Women 



eldgtiineof deugn that 'European Milliners and our own skilled designers have produced 

You will learn more about new styles in half an hour in this departmeirt than by anythinx elso yoo 

niijclit do. The cases are filled witli bright new hats; not limited to elef^ant trimmed styles, but 

ready-to-trim, and the smart street liata. Hundreds of new trimminprs are displayed. Every woman 

who is intereated in correct styles is invited and utKed 



The new shapes are decidedly different 
in style.. The Tricorne,the Continental^ 
the Marquise^ the Napoleon; these are 
all variations on the same theme in mil- 
linery — the knocked- in and tip-tilted 
shape... This is the style that will be the 
dress hat of the season. 




Millinery^ Street CostumeSy 

Separate Skirts, Shirt- fVaist Suits, 
Evening Gowns, Tailored Suits, 
Silk Coats, Shirt-Waists. 

For Girls and Misses 

Millinery, Dresses, Suits, Coats. 

TRe Pans fashion creators are still drawing their inspiration from that period of French history 
which set the world aRhast, and the mainsprings for which were in no small degree supplied by our 
Own revolution. ^ „ , . . . , 

'Hie Loura XVI and DirectoLre periods are again the leading note. In no small degree the styles of 
-tJi^ eoBiing sprini: ^d summer re-embody the costumes worn by the court of the ill-fated monarch 
and Kis queen. SpBaking more particularly, what is known as the Marie Antoinette style is more 
strongly accentuated than it was a year ago. It is most apparent in the pointed waist and the draped 
buit An unusual opportunity for the gratification of the desire for distinctiveness is offered in the 
steevea, which are in all degrees of elaboration and variety. 

A beautiful display of Women's Wearing Apparel, more extensive and more exclusive than ever be- 
fore, embracing only styles upon which Fashion has set the seal of approval. 

Those of our customers who desire to make selections during 
the Opening T>ays will be afforded every opportunity... "But 
whether you come to look or to buy, you are equally welcome 



The Opening 

Continues Two Days 

Monday and Tuesday, 
March 13 and 14 




Corner Fifth and Houston Streets, Fort Worthy Ttxas 




CHAPTER LXXI 



HOW TO READ AND MARK PROOF 



THE technicalities of the composing-room are more or less of a mystery, even to 
one who has had long experience in the preparation of advertisements. The 
manner in which advertisements are set and displayed is often just the differ- 
ence between a cj&od advertisement and a bad one; one that pays and one that does not 
pay. It is vitally important, therefore, that the person who writes an advertisement 
should know exactly how he wants it to look when in type and also how to indicate his 
wishes to the compositor. 



430 



HOW TO ADVERTISE A RETAIL STORE 



If the directions and examples given are carefully followed, we believe the advertiser 
will get better results from his printer, and consequently larger returns from his advertising. 

Proof-readers' marks are corrections indicated for the printer, on proof-sheets, 
which may be said to consist of two parts : 1 , The body of type, which is to be corrected ; 
and 2, the broad white margin, on which the corrections are marked. The technical 
marks employed to correct errors by compositors have been the same from the infancy 
of the art of printing until the present day, and by long use have approved themselves to 
all who read for the press. There are few industrial occupations demanding more exact- 



Paragtaph. 
No Paragraph. 
Mtong font- 
Let it stand. 
Let it stand. 
Transpose. 
Capital letters. 
Small caps. 



J.C. 



Lower case or small P >• 
letters. ^ *- 



Italics. 



iXcLL 



Sm*4uad space. 


D 


One-em daiK 


1^1 


Two-em dash* 


H 


Change bad letter; 


X 


Push down space. 


J- 


Turn. 


9 


Take out r^^eW* 


A 


Left out; insert. 


A 


Insert space. 


^ 


Even spacing. 


V 



Komao. 



'O^yi 



Less space. 



ing application than j)roof-reading. There can be none in which wide reading and general 
knowledge are more useful. 

A proof comes from the printer in "galley" form, having in the top right-hand corner 
its consecutive number, and with it printers usually send printed directions to non-profes- 
sional proof-readers, in terms like the following: 

1. Read carefully, especially for errors in names, addresses, and technical words. 

2. Return the original copy with the proof. 

3. Write on proof order for number of copies wanted, if not already given. 

4. Mark "().K.," or "O.K. with alterations." as the case may be, signing your 
name, so we may know that proof has reached the proper [)erson. 

5. Don't send verbal explanations by message-boy when it is possible to write them. 

An observance of these few hints will prevent most of the errors likely to occur. 



HOW TO READ AND MARK PROOF 



431 



There are two general classes of correction-marks: 1, those marked in the body 
of the type, to point out the exact location of any needed correction; 2, those written 
in the margin, to show the nature of the correction desired to be made. In their turn, 
each of these is subdivided; the marks inserted in the type comprising: a, strokes drawn 
throughletters, words, or marks of punctuation; b, carets and inverted carets; c, horizon- 
tal curves; and d, underscoring with lines and dots. The signs used in the margin may 
be classified as, e, words, letters, punctuation, etc., that are intended to take the place 
of errors in the type, or to supply omissions; /, abbreviations of such terms as "trans- 
pose," "wrong font," etc. — words which indicate to the compositor the kind of error that 
has been committed — and g, certain conventional signs which have come down from the 



1 POIXT 
11.2 •• 




Close up entiieiy. 


C 


Period. ■ 


& 


Comma. 


V 


Colon. 


0) 


Semicolon. 


y 


Apostrophe. 


^ 


Quotation. 


<y 


Hyphen. 


-/ 


Straighten Lines. 


II! 


Move over. 


a 



early days of the art of printing. These two classes of signs should always be used in 
conjunction. Every error marked in the type must have a corresponding mark in the 
margin, to attract the compositor's attention. No mark should be made in the margin 
which has not some corresponding mark in the type. But the two classes of marks must 
be kept in their proper places. In the type are to be placed only those marks which indi- 
cate the place at which an error has been made. The margin is reserved for marks 
denoting the nature of the desired correction. 

Though the errors which are possible of occurrence in the setting of type, whether 
from poor copy or careless or incompetent comy^ositors, are numerous, all, or nearly all, 
of them may be classified and arranged under the following heads : 1 , the need of inser- 
tion of new or omitted matter: 2, the expunging or striking out of letters, signs, or mat- 



432 HOW TO ADVERTISE A RETAIL STORE 

ter improperly inserted; 3, the substitution of other letters, signs, or matter in the place 
of errors; 4, transposition; 5, inversion; and 6, spacing. 

The proof, when marked, is returned to the printer, who proceeds to make all necessary 
corrections. The compositor is usually paid by time for making corrections, and a serious 
item of expense will be incurred by numerous or unnecessary alterations. In some offices 
a ring or loop is drawn round the marginal mark of an error which is not the fault of a 
compositor. 

A few general suggestions are necessary. 

The question of the division of words into syllables should be settled by reference 
to a dictionary. As a rule, not more than three syllabic divisions are allowed in con- 
secutive lines, unless in very narrow columns, more are absolutely inevitable. 

In cases of doubt, strike out the matter to be corrected and rewrite it in the margin 
exactly as it should appear in the type. 

The logotypes fi, ffi, are used instead of the separate letters, fi, ffi. When a» is desired 
in place of ae, it is indicated by a horizontal line or curve above the two letters. 

The following errors are somewhat difficult of detection: 1, changes of font, when 
the types of the two fonts are much alike; 2, inversion of s and x; 8, the occurrence of 
inverted n, u, b, and p, for u, n, q and d, respectively. 

Differences in fonts can be learned only by experience. The principal differences 
are in the shape of the letters, the thickness or blackness of the lines, and the size of the 
face. 

Inverted s and x may be detected by the fact that the lower part of these letters is 
slightly larger than the upper part. 

The main differences between n and inverted u, b and inverted q, d and inverted p, lie 
in the small projections called serifs which start at right angles from the sides or stems of 
these letters. For example, in n the serifs, or projections, at the bottom of the letter 
are seen on both sides of the prongs or *'legs." In u the projections are seen on 
but one side. The differences in the other pairs of letters will be readily detected upon 
examination. 

Other inversions for which it is well to be watchful are those of the letter o, the cipher, 
the period, the comma and the colon. 

The spacing of the punctuation requires some care. Notice that the comma follows 
immediately the preceding word, but is separated by a slight space from the word that 
follows; that the semicolon and colon stand a little way off from the preceding word ; that 
the period is followed by a considerably greater space than the other points. 

Type is set either "solid," that is, without s})acing between the lines, or "leaded," that 
is, with the lines separated by thin strips of type-metal, known as "leads." When but 
one "lead" is used between each pair of lines, the tyjoe is said to be "single-leaded"; 
when two "leads" are used, the type is said to be "double-leaded." Errors in lead- 
ing are of two kinds: 1, omitting leads; and 2, inserting them where they are not 
needed. 

Words may be carried up or down, to the right or left, by means of brackets placed 
about tlie words and repeated in the margin. The significance of the brackets is as 
follows: ] means "carry to the right;" [ means "carry to the left;" ' — 'means "move 
up;" ' — ' means "move down." 

Corrections are made in the margin nearest which they occur. If the corrections are 
numerous, it is well to draw lines from the marks in the type to those in the margin. 

The accompanying tables of proof-readers' marks and abbreviations will show the 
marks that are used to indicate the errors on the proof sheets. 

We also present a copy of a corrected proof sheet of an advertisement. With this 
is the advertisement as it appears after correction. A careful comparison of the errors 
made in the proof and the marks indicating the errors and the corrections with this cor- 
rected copy will explain all there is about j)roof- reading with very -few exceptions. 

We will briefly glance over some of the errors shown in the ])roof. In "Faultless" 
and "Fitting" letters are omitted. The error of omission is always indicated by a caret 



HOW TO READ AND MARK PROOF 



433 



at the place of omission; the letter, word, or character omitted is placed in the margin, in 
this case, the letters u and t. 

In Fall the last "1" is of a slightly different style of type. The proper way to indicate 
that a letter or other character is wrong is to draw a stroke or line through it. In this case 
the abbreviation "w.f." is used in the margin to indicate that it is the wrong style of letter. 
If there had been some other letter used instead of "1" it would have been marked the 
same way in the type, but the correct letter to be used would be noted in the margin. 



I Fa^tless 




^1 Filing 

Fati Footwear 

If a womans shoes look well h^ 

X ^et will look welLl)ut a handsom^ 

/•/^ 'foot counts for nothing in an illfittid^ 

-Z^ shoe. It'i^he fit of a shoe that pro^ 

X 2 d^es foot beauty and comfort.f] In 

^^^^ V our Fall selections of Peerless 5 hoes 

^^ /every size and width possible to procure are shown in all the new 
s tyles.'^ 

^^t's so easy to get a proper fitting shoe at our store because our 
expert S&lesmen have- such a large^number of different sizes and 
widths todraw from. 

n .«u^^l Goodyear Welt$ and Hand t^umed Soles. 

FeWgleSS All Leathers 

%p Shoe 
forVITomen 





% 



Vici Kid — Patent. Kid Gun 
Metal Calf —Velours Calf, etc. ^ 
Styles. 



As istylish as any $3.50 shoe^ 

John SMITH (Su CO. 

363 Main Street PHONB MAIN 5032 






4» 

% 
♦0 



Note the ends of the lines opposite the cut. Note the letters, r, e and g that have fallen 
below the regular line. Note also f at the beginning of the second line. The correction 
to this fault is simple and easily remembered. 

A little further down, in the fourth line counting from the top of the small-type matter 
there is a space that is held up so that the end prints two little black squares. A stroke 
is drawn through this as an indication that it should not be there. In the margin the 
sign for "push down space" is used. 

Note the sign after the word comfort. That sign indicates, when a ^ mark stands 



434 HOW TO ADVERTISE A RETAIL STORE 

opposite in the margin, that a new paragraph is to start with the matter following. The 
sign for no paragraph, or "run in," is shown a little further down. 

In the word "Peerless" there is an example of how letters are sometimes transposed 
by the compositor. The manner of correcting that is shown. Further down the same 
method of correction is applied to the words "snappy" and "different." 

^^. .^. -^. -^' »♦. j^ j^. j^. i^i 4^> j^^^fc^^K^j^^^^^^^v^^^ A^ A^^^^^J^^^^^•^^J^^ j^. j^^ 
fJH#>*(T^^^ ^ ♦ " " " " * " * ^ " * * " " " "•- ^ " ^ ♦ ♦' 

I Fatultless ^^^H % 

^ Fiitinff xf^W^ "f 

I; Fall Footwear /^^Sj % 

^ If a woman's shoes look well her" m^^^B^^K^l J^ 

^ feet wi.l look well, but a handsome M-^^^^^r 1^^ ^ 

^ foot counts for nothing in an ill-fitting ^BSt^m ^ 

^ shoe. It's the fit of a shoe that pro- ^^^Si^Bi^^ ^ 

^ duces foot beauty and comfort. ^Bl^^^^^^ S 

^ In our Fall selections of Peerless ^^^"^ ^ 

^ Shoes every size and width possible lo procure are shown in all the ^ 

v|^ new styles It's so easy to get a proper fitting shoe at our store because ^ 

^ our expert salesmen have such a large number of different sizes and ^ 

^ widths to draw from. ^^ 

<§» -J I Goodyear Welts and Hand Turned Soles. 

^ I'eeresS ^^^ Leathers— Vici Kid — Patent. Kid — Cult <§► 

♦ $ 3 S H O e Metal Calf- Velours Cclf. etc. ^ 
^ 15 Different, Snappy Styles. ^ 

^ for Women ^^ ^^yj.^^ ^^ ^^^ $3.50 shpe. 4^ 

|| JOHN SMITH (Sl CO. |^ 

2 3^^ M«i» Street PHON£ MAIN 5G32 ^ 

^ Boston* Mass. ^ 

♦ ▼ V T* T ▼ V •!• V ^ ^'^ T ▼ V V ▼ V ^* T ^* V 



Note in the list of proof-reader's marks how the different punctuation marks are indi- 
cated in the margin. 

Capital letters are indicated by drawing three lines below the letters to be capitalized . 
Small capitals are indicated by two lines, and italics by one line used in the same manner. 
If the lines are made wa\y it indicates that heavier and blacker type faces than ordinary 
Roman are to be used. 

The greatest care shoidd be taken to see that prices are printed correctly if loss is to 
be avoided. After a proof is corrected it should be O.K'd by the advertiser and signed 
before returning to the printer. 



I 



HINTS FOR THE PREPARATION OF COPY 435 



CHAPTER LXXII 

THE GRAMMATICAL USE OF WORDS AND SENTENCES 

IN PREPARING copy for the printer the advertiser should not assume that the com- 
positor will rectify any mistakes. In the strictest sense of the word the compositor 
has no right whatever to change any portion of the copy. He is supposed to set up 
every word exactly as it is written, except where words are unmistakably misspelled. 

Cut and chop and rewrite your copy until it is as you wish it before you send it to the 
printer. Once in his hands let the copy be as complete and final as it is possible to 
make it. 

Typewritten copy is most legible and therefore most desirable, but WTitten copy is as 
good as any, no matter how badly scratched up and interlined, if it is perfectly legible. 

When words are eliminated by scratching, do it thoroughly, so there will be no ques- 
tion about it. Do not leave an isolated word among a lot of scratched-out stuff — as it 
may be overlooked. 

Write on one side of the paper only, and number the sheets consecutively. If you 
find it necessary to eliminate a sheet, renumber those that follow if there are not many 
of them, but where there are many this can be obviated by adding the number of the 
page eliminated to the one preceding it, making it stand for the two pages. 

If sheets are added they may be numbered as follows: Supposing that after page 2 
you wish to add three pages. You simply number them as 2 a, '2 b, and 2 c. 

Short paragraphs in a printed page make tempting reading, while solid type lines have 
the opposite effect. In booklets and pamphlets it is always advisable to use short para- 
graphs. 

Spelling 

Follow the preferred spelling of Webster's Dictionary, it is recognized as a standard. 

Capitals 

Capitalize in the following and similar cases: The title of any office, society or organ- 
ization, when given in full; as, "Theodore Roosevelt, President of the United States;" 
"the Democratic Party;" "the Society for the Prevention of Cruelty to Animals;" " the 
Hudson River Railroad;" "Oneida County," etc. So with Cabinet officers, secretaries, 
clerks, etc. Capitalize Court; as, the " Court of St. James." 

But where the titles are used without the person's name, or where a society or organ- 
ization is informally mentioned, set the titles in lower case; as, "the governor signed the 
bill;" "the society was successful in its efforts;" "the railroad was controlled by one 
man;" "the county was an agricultural one." 

Capitalize River, Bay, Sound, Strait, and Island when preceded by their distinguishing 
names; as, "Hudson River," "Long Island Sound," etc. But set in lower case, if the 
word river, bay, sound, etc., is mentioned without its distinguishing name; as, "the river 
was swollen;" "ten ships are in the bay," etc. 

There are some words in which the formal title is rarely used. To this class belong 
such words as, "the President," "the King of Italy," "Congress," "the Legislature," 
"Parliament," "the German Minister," "the House," "the Senate." Capitalize these 
words. 

Capitalize "State," meaning one of the United States, whether the word occurs alone 
or with a distinguishing word; as, "the State of New York;" "the schools of this State;" 
"the controversy between Church and State," 



436 HOW TO ADVERTISE A RETAIL STORE 

Capitalize Government when referring to the Government of the United States, or 
when it is the proper name of a foreign government; as, the "Russian Government," etc. 

Capitahze the word "Church," when it refers to an entire sect; as, "the Unitarian 
Church;" "the Methodist Church," etc. Also when it forms a part of a title, and cannot 
be separated from it; as, "Plymouth Church;" "Church of the Pilgrims," etc. But 
when reference is made to some particular church belonging to a sect, merely as a building, 
set the word "church" in lower case; as, "the Unitarian church in Fourth Avenue;" "the 
Methodist church in Seventh Street." 

Capitalize the pronoun for the Deity. 

Capitalize "Middle Ages," "Thirty Years' War," "Civil War," " Spanish- American 
War," "the Renaissance" but spell out and do not capitalize the centuries; as, "the 
twelfth century." 

Capitalize "Gospel" and "Epistle" in these and similar cases: "He spoke of the 
influence of the Gospel;" "The Gospel according to Matthew shows;" "Paul's Epistle 
to the Hebrews," etc. But set in lower case when used thus: "The gospel statement 
is;" "John's gospel speaks more fully;" "Paul's epistles are full of warning." 

Set the words "biblical" and "scriptural" in lower case. 

In novels, where the words "sir" and "madam" occur in conversation, set them in 
lower case; as, "I assure you, madam, the party was most enjoyable;" "It is acknowl- 
edged, sir, by all who have seen it." 

Set in caps, without spaces between the letters, M.D., D.D., LL.D., B.A., MSS., 
Ph.D., etc. 

Points of the Compass. — The words north, south, east, west, northeast, southwest, 
etc., should always be spelled out, and set in lower case, except in geographical works 
where special instructions are given to the contrary. But when North, South, East, and 
West, mean any great division of the globe, they should be capitalized; as, "In the East 
Mohammedanism is the prevailing religion;" "Slavery has been abolished in the South;" 
"The North adhered to its principles, while the West," etc. 

The Seasons. — Spring, summer, autumn, and winter, should always be set in lower 
case, except when they are personified, as sometimes occurs in poetry. 

Streets and Avenues to be capitalized; as, "149 Sixth Avenue;" "120 West Twenty- 
fifth Street;" "18 Park Row;" "9 Astor Place;" "14 Maiden Lane;" "38 Union 
Square." 

Wards and Districts should be capitahzed: thus, "First District;" "Tenth Ward," 
etc. "New York Bay," "New York Harbor," etc. 

Set the following words thus: "anybody, anyone, everybody, everyone, somebody, 
someone, awhile," unless preceded by for, when it makes two words. 

Small Capitals 

Set the first word of each chapter of a work in small caps (unless the chapter begins 
with an initial letter, and then in capitals). If a proper name begins a chapter, set the 
entire name in small caps. 

Set in small caps a.d., b.c, a.m., p.m.; thus, "Columbus sailed a.d. 1492;" "The 
world was destroyed 2348 B.C.; ""At 10 a.m.;" "6:30 p.m." 

Italics 

Set the title of a newspaper or periodical in Italic, except when referring to its own 
publication, then in small caps, whether so marked in copy or not, except in notes, where 
set in plain Roman. Phrases from foreign languages in Italic, but not whole sentences 
or paragraphs. Set names of characters in plays, operas, etc., in Italic. 

Quotations 
All books mentioned in the body of a work to be in Roman, quoted; but in footnotes 
to be in Roman without quotation marks. Transactions of societies to follow same 



HINTS FOR THP: PREPARATION OF COPY 437 

style as books. So also names of papers read before societies. Do not quote nor italicize 
names of ships, horses, or coaches. 

Set names of plays, operas, etc., in Roman, quoted. 

Webster's (or Worcester's) Dictionary, the Scriptures, the Bible, New Testament, 
Pharmacopoeia, Corporation Manual, City Directory, and Directory should not be quoted. 

Figures 

Figures should be used as follows: 1. Statistical paragraphs — "The regiment musters 
920 strong, 500 of whom are efficient, 250 well advanced in their drill, and the remaining 
170 are comparatively new recruits." 2. Dates should be put in figures; as, "On March 
15, 1871, the Virginia, from Liverpool, arrived in New York with 70 cabin and 250 steerage 
passengers." 3. Sums of money should be in figures always, excepting when cents are 
mentioned alone, then spell out, as twelve cents per yard. 4. In boundaries of land and 
in dimensions of any article; thus, "The box measured 6 feet in length, 3 feet in width, 
and 4 feet in depth." 5. When comparisons are made, and averages and percentages 
occur, set in figures. 6. Never commence a paragraph with figures. 7. In ordinary 
figures spell out up to 99. 8. In indefinite numbers where the words over, under, above, 
more than, less than, nearly, etc., or where copy says a thousand, a million, etc., spell out. 

Metric Figures. — Always use figures in the metric system. Also use the following 
abbreviations: Igm.; 6mm.; 8ctm.; 10c. c; 5c.m.; 15ctgr.; 16dcgr.; 19c.mm; 11m.; 
48milligr. 

Spelling Out 

Spell out the names of months, and always in this style: March 28, 1879, not 28th 
March, 1879. 

Spell out the time of day when the word o'clock is used, as, " nine o'clock in the 
morning." 

Spell out ages. Never use set. or setat.; say either "twenty-seven years of age," or 
"aged twenty-seven." 

Spell out percentages; thus, "twenty per cent.;" "four and a half percent." Ex- 
ceptions: "3.65 per cent." '-7 3-10 per cent." 

Spell out "reverend" when it comes before gentleman; thus, "The reverend gen- 
tleman then left." 

Spell out all titles; as, " lieutenant colonel," etc. 

Spell out New York when it refers to the city; thus, "No. 37 Broadway, New York," 
or, "New York City." 

Spell out the names of streets up to ninety-nine; thus, "150 East Ninety-ninth Street;" 
" 160 East 110th Street." 

Abbreviate the State when preceded by the name of a locality or county; as, "Geneva, 
N. Y.;" "Cincinnati, O.;" "Steuben County, N. Y." 

Abbreviate the word figure when occurring thus, Fig. 24, but when it says the figure 
shown below, or the accompanying figure, spell it out. 

Punctuation 

Punctuation is the art of dividing a literary composition into sentences, and parts 
of sentences, by means of certain marks or points, for the purpose of showing the natural 
relation of the words, and of expressing more clearly the meaning of the writer. 

There is some diversity in the use of these marks, in the practice of different authors; 
yet, on the whole, th-- difficulty in this respect is no greater than in pronunciation. 

The following example will illustrate the importance of correct punctuation : 

1. My name is Norval on the Grampian hills. 
My father feeds his flock a frugal swain; 
Whose constant cares were to increase his store. 



438 HOW TO ADVERTISE A RETAIL STORE 

2. My name is Norval. On the Grampian hills, 
My father feeds his flock, a frugal swain, 
Whose constant cares were to increase his store. 

The points and marks used in writing and printing are : 

(,) The Comma is used to mark the smallest division of a sentence. 

(;) The Semicolon is used to separate the parts of a compound sentence which are not 
so closely connected as those separated by a comma. 

(:) The Colon is used to separate the parts of a compound sentence which are not 
so closely connected as those separated by a semicolon; it is generally placed after a 
clause complete in itself. 

(.) The Period is used to mark an entire and independent sentence, whether simple or 
compound. 

(?) The Note of Interrogation is used to denote that a question is asked. 

(!) The Note of Exclamation is used to denote some strong emotion of joy, wonder, etc. 

( ) The Parentheses are used to distinguish an explanatory phrase or clause, inserted 
between the parts of a sentence. 

( — ) The Dash is used to denote a change in the subject or sentiment. 

(') The Apostrophe is used to denote the possessive case, or the elision oi one or 
more letters of a word. 

(" ") The marks of Quotation are used to indicate that the words or passage, included 
by them, are quoted from some other book or writing. 

(-) The Hyphen is used to connect the parts of a compound word, or to divide a word 
into syllables. When placed at the end of a line, it shows that r. part of the word is placed 
at the beginning of the next line. 

Leaders 

Put no comma just before the leader; as, 

Thomas Smith, New York 5 

not Thomas Smith, New York, 30 

Chapter XX 448 

And in spacing out a leader line, never use full points in leader matter, unless in cases 
of abbreviation; but if in spacing out the line it takes anything less than an en leader, put 
the required space immediately before the first leader. 
In ellipses always use periods instead of asterisks. 
If points are used instead of leaders, use the comma; as, 

Thomas Smith, New York, ........ 

John Bro\Tn, Philadelphia, ....... 

James Young, Bo.ston, ........ 

In blank forms, or in law work, where the leaders are used for omitted words, punc- 
tuate and space precisely in the same way, as if the leaders were the omitted words; as, 

New York, the day of , 190. . This is to certify that 

of , is indebted to , of 

Date Lines 

Set in small caps, with initials, and in smaller type, omitting the th or d after the day 
of the month where the year follows; as, 

New York, February 6, 1907. 
or l.'K) West Twenty -third Street, 

New^ York, February 6th. 
Set dates to letters to the Editor at the bottom in small caps. 
Set Quaker dates thus : " Second day. Fifth month, 13th." 
Use 1907-08, not 1907-'08 or 1907-8. 



HINTS FOR THE PREPARATION OF COPY 439 

Where '07 is written in copy supply the 19 always, except when applied to college 
classes; as, "Class of '07." 

Where date lines or address come at end of Preface, etc., set in type one size smaller 
than the text above it. 

New Use of the Dash in Advertisement Writing 

The dash is being more frequently used in advertisement writing than any other mark. 
It is used instead of a comma, and sometimes displaces a period. 

"These goods and prices should make business hum on Saturday. 
This month of August we are making a general clean-up of our stock pre- 
paratory to showing the new fall goods. In the ordinary way these prices 
would be ruinous. Every stock in this store must be clean, fresh, and orderly 
and hence these specials for Saturday." 

The above is the ordinary way of rendering; note the difference in the following: 

"These goods and prices should make business hum on Saturday — 
This month of August we are making a general clean-up of our stock — 
preparatory to showing the new fall goods — In the ordinary way these prices 
would be ruinous — Every stock in this store must be clean, fresh, and 
orderly — hence these prices for Saturday." 

Compounding 

Compound Nouns. — When two nouns are used to represent one thing, article, or 
subject, they should be compounded; as, wife-murder, death-blow, brain-labor, sand- 
bank, head-dress. The dictionary should be followed in all other compound words. 
Never compound words ending in ly. 

Adjectives composed of two or more words should be compounded; as, union- 
loving, water-proof, well-meaning, far-seeing, long-continued, ever-memorable, never- 
to-be-forgotten, etc. 

Divisions 

Divide words according to Webster. Never exceed three divisions in succession. 
The fewer divisions the bet jr, especially small ones, if it does not spoil the uniformity 
of the spacing. W^hen possible, divide compound words at the division of the two words 
only. Do not turn over "ed" unless it is sounded as a distinct syllable. Never turn 
over a syllable or two letter word at end of paragraph — except in narrow measure. 

Sentences 

A sentence is a collection of words arranged in such a manner as to express a com- 
plete thought. 

Sentences are of three kinds: — Simple, Complex and Compound. 

When a sentence contains only one subject and one finite verb, it is said to be a simple 
sentence. 

Example — "Our new stock has arrived. 

When a sentence contains not only a complete subject and its verb, but also other 
dependent or subordinate clauses which have subjects and verbs of their own, the sentence 
is said to be complex. 

Example — "We announced that our new stock had arrived." 

When a sentence consists of two or more complete and independent sentences con- 
nected by a co-ordinative conjunction, it is said to be a compound sentence. 

Example — "Our new stock has arrived and it is now on sale." 

A sentence must be lucid in order and logical in sequence. The following is neither 
lucid nor logical: "The beaux of that day painted their faces as well as the women." 
The way the sentence reads, it means, the beaux painted their faces as perfectly as the 



440 HOW TO ADVERTISE A RETAIL STORE 

women painted theirs. I'he author meant to convey the idea that the beaux painted 
their faces and the women painted theirs, too. Examples of this looseness of composition 
are seen every day. Avoid it by criticising your work severely. 

Alliteration 

Alliteration is the beginning of several successive words in a sentence with the same 
letter or sound. Thus: 

Apt alliteration's artful aid. 

Jaunty gentlemen generally joke joyously. 

Trials and troubles turn with time and tide. 

Wisdom wages war Mdth willful wickedness. 

Alliteration in a headline or catch-line is sometimes very effective, but it should never 
be used throughout the whole advertisement. As an example of idiocy that kind of an 
advertisement is a success, but it will never sell goods. 

Grammar 

An advertisement writer should use as good language in his advertisements as authors 
do in their literary productions. It is our purpose to point out a few of the errors that 
sometimes creep into the advertisements of our merchants. 

Errors of comparison are frequent. iVn object can only be compared with some other 
object, or with itself in some other state, or at some other period of time. Thus: "This 
shoe is better than any shoe in the city at the price." This sentence compares the shoe 
with itself, which is incorrect. "Other" should be inserted after "any" to make it read 
correctly. 

Be careful in your use of "who," "which," and "that." Don't use one for the other. 

Be sure that your verb agrees with your substantive. "Their peculiar haunt, are the 
deep gorges of the mountains." Here we have a singular noun "haunt" and a plural 
verb "are" which is a gross error. Substitute "is" for "are." 

Never use the plural pronouns "these" and "those" before the singular nouns "kind" 
or "sort." We may say "those kinds" but never "those kind." 

Many stumble over the smallest words. Here are a few points in regard to them: 

"At" and "by." — While these two words indicate nearness, "at" is more specific 
than "by," giving the idea of customary or particular nearness. "He stood at the en- 
trance," would mean more than, "He stood by the entrance." 

"At" and "in." — "At" is less definite than "in." "At" the church, may mean 
"in" or "near" the church. "At" should be used before the names of small towns, 
villages, etc. "In" should be used before names of great geographical or political divi- 
sions of the globe, countries and large cities. 

"In," "at" and "on." — When these words denote time we may say, "At the hour 
of 1^2, on the ^24th of Sept., in the year 190-2." 

"Shall" and "will" are two little words that cause a great deal of trouble to many 
writers and speakers. The following rules will help you: 

When the action spoken of de})ends upon the will of the speaker, "will" is used in 
the first person and "shall" in the second and third. 

When you give a command or make a j^romise or threat, "shall" should be used. 

When the action spoken of depends on the volition of the person to whom we speak, 
then "will" should be used in the second and third person. 

Synonyms 

Synonyms are words having the same or similar meaning. Take the word "bind;" 
the synonyms are "tie," "fasten," "unite," "join." 

Owing to the composite character of the English Language, many words have similar 
meanings — very few are strictly synonymous — and much of the beauty and power of 
composition lies in the proper use and application of such words. 



HINTS FOR THE PREPARATION OF COPY 441 

Take the words just given, while they are of the same or similar meaning, they have 
their peculiar use and appHcation. Thus, 

We "bind" a bundle. 

We "tie" a knot. 

We "fasten" a gate. 

We "unite" our endeavors. 

We "join" our hands. 

Teased, tantahzed, vexed, harassed, and tormented, all have similar meanings but 
have their appropriate applications. Thus, "On our journey we were teased by many 
unpleasant trifles, tantalized by delusive appearances, vexed by careless servants, harassed 
by the importunities of beggars, and tormented by more serious evils." These examples 
will serve to show you how careful you should be in selecting your words in writing your 
advertisements . 

Antonyms are words of opposite meaning, as, "continue — stop"; "carry — drop"; 
** insist — abandon. ' ' 

Rhetoric 

Long sentences are to be avoided as they are less easily understood than short ones. 
On the other hand avoid being so brief as to be obscure. 

Don't mix your metaphors. This is a failing that many writers have; especially those 
who are given to writing in a grand and soaring style. Here are two examples of 
mixed metaphors : 

"This world with all its trials is the furnace through which the soul must pass and be 
developed before it is ripe for the next world." (Does passing through a furnace develop 
or ripen a soul or anything else.'^) 

"The very recognition of these or any of them by the jurisprudence of a nation is a 
mortal wound to the very keystone upon which the whole vast arch of morality reposes." 
(A keystone dying of a wound.) 

A climax, in rhetoric, means an ascending scale; and an anti-climax is where the 
writer, instead of mounting, drops. In writing your advertisements avoid the anti- 
climax — always when making your statements emphatic and forceful, use the climax. 

A worthy retired shopkeeper of Boston, is said to have been persuaded by a friend 
to read the plays of Shakespeare. Meeting him some time after, the friend inquired how 
he had liked them. "Sir," was the answer, "they are grand, they are splendid; there 
are not twelve men, sir, in Boston who could have written those plays." A woeful anti- 
climax verily, when one expects "I did not deem man's genius capable of such master- 
pieces" — or something to that effect. 

Plain Language 

Your advertisement must be better in all its details than that of your competitor, 
and when we say better we have reference to choice language, clear thoughts, and truth- 
fulness. Big words, hard to pronounce, are faults to be avoided. Exaggerated and 
bombastic language that appeals only to the lowest emotions should never find a place in 
a production designed to solicit trade. Choice quotations appropriate to your theme 
may often be used to great advantage. They attract attention, and will be read. 

The language used should be plain and simple; big words often mar or destroy the 
effect. Words are not ideas, but signs of ideas. Readers glance over words to gather 
the images they represent. Should the words describe in detail a garment, a mere glance 
over the words should give the reader an image of the garment described. The words 
should be fittingly used to produce a symmetrical whole. A clear harmonious picture 
of the thing advertised is wanted; not a disjointed, blurred picture. Simple words yield 
their contained ideas without effort, and hence do not weary nor disgust the reader. 
Words should not be used out of their accepted usage, for then the reader is left to guess 
what was intended, and guessing at the meaning of an advertisement is fatal to it. 



442 HOW TO ADVERTISE A RETAIL STORE 

The language of an advertisement is nitended to convey to the reader the advertisers' 
thoughts tliat have reference to the kind of matter })resented. Tlie words used are step- 
ping-stones to a reahzation of the thoughts expressed, or the signs of the ideas that are 
combined to form the general notion comprehended in the thought. If we regard words 
as the wings that convey the ideas home to the recipient minds of the reader, the impor- 
tance of selecting the right words becomes apparent. The attempt to dignify little and 
commonplace thoughts by the use of big words produces a grotesqueness as abominable 
as it is contemptible. 

EXAGGERATIOV 

"Common sense isn't as common as its name implies. Otherwise 
everybody would select Scholle's Furniture." 

So read an advertisement that appeared in the Illinois Central cars. It is an example 
of the exaggerated style of advertisement which defeats its own end, by making a state- 
ment which is untrue and absurd. If it means anything at all, it means that the furniture 
advertised by Scholle is so superior to all other makes that no one possessing common 
sense would buy any other; and per contra, anyone who buys any other has no sense. 
We do not know" anything about Mr. Scholle or his goods, but we venture to say that when 
he is talking directly to his customers he does not indulge in such nonsense as he uses in 
his advertisements. 

This is one of the curious features of current advertising. Sensible people make claims 
in black and white which they would be ashamed to make verbally. The man who 
would meet all comers with such words as "My wagons are the best on earth," or "My 
engines are superior to all others, w^ithout exception," or "Nobody sells at such low 
prices as I do," would be set down as a fool. Yet this sort of transparent braggadocio is 
common in newspaper and magazine advertisements, ])Osters, circulars and every other 
kind of printed advertising matter. 

This is one result of the false notion that an advertisement to be effective, must make 
startling claims or it will pass unnoticed. The truth lies in the opposite direction. A 
startling claim will be the more likely to be disbelieved j)recisely in proportion to its start- 
lingness; and nothing in an advertisement can be more expressive than a simple state- 
ment of truth. Ruskin once said that one of the most difficult things to do is to tell the 
truth about anything, but in waiting advertisements it will surely pay to make an effort 
to do so. 

Truthfulness 

No point in connection with advertising is more worthy of continual emphasis than the 
necessity of being absolutely truthful. Everybody desj)ises a liar. The liar himself 
has a healthy contempt for his class. Let the advertisement contain but one false state- 
ment and the whole establishment is branded as unworthy of the confidence of the public- 
It may be an ap|)arently insignificant lie, but the work is done as eft'ectively as though it 
was the most im|)udent and brazen untruth. People expect the truth and nothing but 
the truth about goods. If they do not know better than to believe lies they will not go far 
before some one will enlighten them to your undoing. Give prevarication a wide berth 
in all your advertising eft'orts. Educate people to the belief that "if they see it in your 
advertisements it is so." Do not even by inference give an impression that cannot be 
backed up by your store and stock. 

A man who seeks to court favor through advertising can never succeed by lying and 
misrepresentations. He must be truthful and honest with the people if he hopes to gain 
their confidence and their custom. Confidence is founded on truth and veracity, and no 
business methods lacking these elements can reach the highest possibilities of success. 

One of the worst styles of lying to be met with in advertising to-day is the half-truth. 
What is said is true, but enough is left unsaid to leave a false impression. Don't allow 
yourself to be deceived into believing that this form of lying is not as harmful as a plain, 
unprovoked falsehood, for it i ^. 



MISCELLANEOUS INFORMATION 443 

CHAPTER LXXIII 

MISCELLANEOUS INFORMATION 

IT IS not our intention in this chapter to go very deeply into the different subjects men- 
tioned. It would require a large-sized book in itself to do so. We merely give 
here such brief information as we think the advertiser will find useful. In some 
cases this information is given in the shape of a table, in others merely as a paragraph. 

Print Paper 

Print paper is made entirely from wood pulp, which is ordinarily treated by the sul- 
phite process. In the average newspaper, the sulphite fiber and ground wood filler are 
found in the proportion of one to three. Newspaper is of one color; poster paper of 
numerous tints. These are the two uses to which print paper is put. 

The usual sizes are 24 x 36, 25 x 38, 28 x 42 and 32 x 44 inches. The weight varies 
from 25 to 100 pounds. Other, but less common, sizes are 22 x 30, 24 x 35, 26 x 40, 
30 X 44, 36 X 48. . 

Book Paper 

Book paper in the cheaper grades is made of wood pulp; in the better grades there is 
an increasing proportion of rags. As its name implies, it is used in printing books. It 
is made in white and tints. The following terms are usually employed in describing 
the different grades : 

"S. & C." shows that the paper has been "sized" and "calendered." "Sizing" is a 
vegetable, resinous substance, which is mixed with the wood pulp to render the paper 
impervious to ink. In cheaper grades clay is used, in writing and more expensive papers, 
gelatine. "Calendering" is ironing. The paper passes rapidly through cylinders in 
contact, heated inside by steam. 

"S. & S. C." shows that paper has been "sized" and "super-calendered," a separate 
process being employed to give it an especially high and glossy finish. 

"Enameled" paper is coated on both sides with China clay and glue. This coating 
covers the body, fills up the pores and gives it a high, glossy finish. 

"Antique" finish is one where the calendering has been omitted. 

The usual sizes are 24 x 36, 25 x 38, 28 x 42 and 32 x 44. Two sizes 36 x 48 and 
38 X 50 are also found in use, these being twice 24 x 36 and 25 x 38. Weights range from 
35 to 140 pounds. 

Cover Paper 

Cover paper comes in all grades and materials and in every conceivable tint. Com- 
mon cover paper is simply colored book with the same finish. It may have a cloth, manila, 
or plain back, an antique, enameled or leatheret finish, etc. The regular sizes are three: 
20 X 25, weight 20 to 100 pounds; 22^ x 28^, 20to 120 pounds; 23 by 32^, 45 to 75. There 
are also other sizes, viz., 25 x 40, 22 x 34, 22 x 28, 24 x 36, 18} x 28, 18 x 28 and 25 x 28. 

Writing Paper 

The cheaper grades of writing paper have a large percentage of wood pulp; the better 
grades having a large percentage of cotton rags. In fine linen and bond papers, linen rags 
are used exclusively. Linen is usually lighter than bond, which has a hard and flinty 
surface. Writing papers are thoroughly and highly sized. Ledger paper is linen paper 
of high grade with a heavy finish. 

The usual sizes are 17 x 22, 19 x 24 and 17 x 28. Others are 18 x 23, 16 x 21, 21 x 32, 
22 X 34, 24 x 38 and 28 x 34. The weight varies from 14 to 5Q pounds. 



444 HOW TO ADVERTISE A RETAIL STORE 



Correct Sizes of Flat Writing Papers 

Flat Letter 10x16 

Flat Packet or Packet Post 12 x 19 

Flat Foolscap or Small Cap 13 x 19 

Flat Cap 14x17 

Crown or Crown Cap 15x19 

Double Letter 16 x 20 

Demy 16 x 21 

Folio Post or Folio 17 x 22 

Double Folio 22 x 34 

Double Cap 17 x 28 

Small Double Cap 16 x 26 

Royal or Packet Folio 19 x 24 

Super Royal 20 x 28 

Double Demy, narrow 16 x 42 

Double Demy, broad 21 x 32 

Elephant. . /. 23 x 28 

Medium 18 x 23 

Imperial 23 x 31 

Double Medium, narrow 18 x 46 

Double Medium, broad 23 x 36 

Double Royal 24 x 38 

Double Elephant 27 x 40 

Columbier 23 x 34 

Atlas 26 X 33 

Antiquarian 31 x 53 

Cardboard 22 x 28 

Sizes of Ruled Paper 

Inches Sheet 

Commercial Note Heads 5^ x 8J | Folio 

Hotel Note Heads 5§ x 11 J Folio 

Packet Note Heads 5f x 9 J Medium 

Royal Packet Note Heads 6 x 9} J Royal 

Demy Letter Heads 8 x 10^ } Demy 

Folio Letter Heads 8^ x 11 | Folio 

Memorandum Heads 5^ x 8^ ^ Folio 

Bill Heads— Sixes 8| x 4f J Cap 

3000 to Ream. 
Bill Heads— Quarters 8^1- x 7 I Cap 

2000 to Ream. 
Bill Heads— Thirds 8^ x 9J J D. Cap 

1500 to Ream 
Bill Heads— Halves 8^ x 14 ^ Cap 

1000 to Ream 

Regular Statements 5^ x 8^ ^ Folio » 

Hotel Statements 5§ x 11 | Folio 

Head and Tail Statements 5^ x 8^ J Folio 

Gem Statements 3| x 5| 

Infant Statements 4 J x 5^ 

Square Statements 5^ x 5| 

Yankee Statements 3| x 8^ 



MISCELLANEOUS INFORMATION 445 

Bristol Board 

Bristol board, so called from the place of its first manufacture, is sheets of paper 
pasted together, the ply and weight depending entirely upon the taste and wishes of the 
customer. It is used for vi.siting and business cards. White board is regularly 22 x 28, 
the ply 2, 3, 4, 6, 8, 10 and 16, the weight as high as 160 pounds. Other sizes used are 
25jx30j, 18x28, and 18^x28. 

Manila Paper 

Manila paper is used for wrapping purposes, its basis being Manila butts. The 
two usual sizes are 22^ x 28^ and 24 x 36, and the weights range from 80 to 200 pounds. 

This paper is also made in numerous sizes for different uses. For instance, the shoe 
man will have several sizes specially adapted for wrapping shoes and shoe cartons. The 
clothier will have sizes specially adapted for his purposes. The sizes used by the one 
being practically of no use whatever to the other. 

Blotting Paper 
Blotting paper is made of ground wood — basswood, ash, etc. Its mission is entirely 
as an absorbent. The usual size is 19 x 24, the weights 60 to 140 pounds. 

Dimensions of Books 
The dimensions of books when they were all printed upon the hand press were very 
well defined by the terms folio, quarto, etc. They were generally printed upon what is 
termed medium paper 19 x 24 inches in dimensions. A sheet of this size, folded once, 
makes a folio; again, a quarto; still again, an octavo; then, a square 16mo; again, 
32mo; and so on to 64mo, and even to 128mo. Besides these sizes there are two others 
intermediate, the 12mo and 18mo. The oblong 16mo was printed on a different sheet 
of paper, 18 x 28 inches in dimensions. The different sizes of books, therefore, measure 
about as follows; it being imderstood that the sheet is printed on both sides, so that a 
folio has four pages to a sheet; a quarto, eight, etc. 

Inches Inches 

Folio 19 X 12 16mo (square). .« ....... .6 x^ 

Quarto 12 x 9^ 16mo (oblong). , .7 x 4 J 

Octavo 9^ X 6^ 18mo 6§ x 4 

12mo 8x5 32mo. o 5 x3 

For quarto and octavo a sheet 19 x 24 inches has been found to give the best shape, 
but one 20 x 24 inches is the best for duodecimo. The 18mo is discarded totally, nowa- 
days, as it requires, after the first side is printed, the transposition of four pages to make 
it fold properly, and then leaves two insets to be inserted in binding. 

In the modern publishing field publishers use their own discretion regarding sizes. If 
it is found that a certain size is more suited for a certain book, special paper of a special 
size will be ordered, the dimensions being in that case entirely different from the table 
given. 

Form of the Page 

In determining the form of a page of an oblong shape, whatever its size, a certain pro- 
portion should always be maintained. The diagonal measure of a page from the folio in 
the upper corner to the opposite lower corner should be just twice the width of the page. This 
is no arbitrary technical rule, but is in conformity to the law of proportion establishing 
the line of beauty; it applies equally to all objects of similar shape, and satisfies the eye 
completely. A long brick-shaped page or book will not look well, however nicely it may 
be printed. When we come to a quarto or square page, the true proportion of the diag- 
onal to the width will be found to be as 10^ : 6| — the size of a good shaped quarto — 
instead of 2 : 1, as in the oblong, or octavo. And this shape also proves as satisfactory 
to the eye as the former one. However large or small the page may be, these proportions 
should be maintained for a handsome book. — Bigelow's Handbook of Punctuation. 



446 HOW TO ADVERTISE A RETAIL STORE 

REGULAR ENVELOPE SIZES 

Commercial 

No. 3 2H X 4f No. 9 3H x 8J 

No. 4 2f x5i No. 10 41 x 9J 

No. 5 3J x5^ No. 11 4^ xlOf 

No. 6 3i x6 No. 12 4f x 11 

No. 6f 3| x6i No. 14 5 x llj 

No. 7 3f x6if 

Baronial 
No. 4 3| x4H No. 5 4t\x5t\ 

Bank 

No. 6 4J X 6i No. 8 5 x 7^ 

No. 7 4x\x7i 

Coin— Open End 

No. 3 2i x4i No. 7 3i x5j 

No. 5 2| x5i 

Drug 

No. 1 If x2| No. 3 2T%x3f 

No. 2 2xVx3i 

Pamphlet 
No. 2 6^ xlO No. 3 6f x lOj 

Pay 

No. 2 2t% X 4A 

Envelope paper is made 500 sheets to the ream, and standard size on which 40, 50, 
and 60 pounds (or X, XX, and XXX, as commonly known to the trade), is on basis of 
500 sheets 22^ x 30—40, 50, and 60 pounds. 

How TO Figure Stock 
It is very often a convenient thing for the advertiser to be able to figure out how many 
sheets of a certain size he can get out of a larger sheet. 

There will be no need for sample sheets of stock— no measuring and ruling off of 
the whole sheet to find how many pieces you can get out of it, once you "get on" to the 
multiple principle of figuring it out. 

After a little experience, the application of this principle to meet various requirements 
will suggest itself as occasion arises. 

How many 5^ x 7-inch pieces can be got out of a sheet 22 x 28 inches.'* 
22 x28 
5^x 7 



4 X 4=16 out, without waste* 
How many 5 x 9-inch pieces ? 

22x28 
5x 9 



4 X 3=12 out, with 1-inch waste one way, 2-in'^]i 
the other way. 



MISCELLANEOUS INFORMATION 



447 



This result is found in the following manner: 22 is divided by 5| and gives 4 as an 
answer. 28 is divided by 7 and gives 4 as an answer. This shows that the stock can 
be cut both ways four times and that the sheet 22 x 28 will produce 4X4 pieces which 
equals 16. Sometimes when there is shown considerable waste it is just possible that 
by reversing the figures of the size to be cut out the stock can be cut to better advantage. 
More pieces may be obtained from the sheet or the waste may be large enough to utilize 
at some other time. It will be found that a sheet 22 x 28 will cut six pieces 10 x 7 when 
cut one way of the stock and eight when cut the other way. 

How large a sheet for sixteen 3x4 inch pieces ? 

3x4 
Multiples of 16= 4 and 4 



12 X 16-inch sheet. 



or 



3x4 
Multiples of 16= 2 and 8 



6 X 32-inch sheet. 



or 



3x4 
Multiples of 16= 8 and 2 



24 X 8-inch sheet. 



Number of **Ems" in a Line of Type 



A CO 



umn 2 inches wide contains 12 ems. 



2i 




13 


2i 




14 


2i 




15 


2§ 




16 


n 


Bindings 


17 



As there is likely to be a wide difference in opinion as to the meaning of the terms 
quarter bound, half bound, three-quarter bound, full bound and full bound extra, the 
following definitions are given as those mutually understood between printers and binders, 
as far as blank book work is concerned. 

A leaf is understood to be two pages, and a sheet four pages. 

A Binder's Quire means twenty sheets of folded paper in a book, and if paged con- 
secutively means eighty pages to the quire. An index in front is reckoned one quire. 

Check Binding is a book stitched, with light, straw-board sides, covered with paper, 
muslin, or leather back, cut flush. 

Quarter Binding is a book sewed, with leather back, smooth, straw-board sides, cut 
flush and covered with paper, turned over the edges. 

Half Binding is a book sewed or whip-stitched, as the case may be, smooth roan 
leather tight back, tar-board sides, covered with muslin, turned in, and with or without 
leather corners, cover extending over the edges of the book; finished and lettered on the 
back in gold. 



448 HOW TO ADVERTISE A RETAIL STORE 

Three-quarter Binding (usually called also half binding, v/hich name should never 
be used in this connection) is a book with spring back, of Russia leather or other equally 
good, with raised bands, cloth sides and leather corners, rounded; or, when required, a 
full bound sheep, colored or uncolored leather, in lieu of Russia back and cloth sides; 
finished and lettered on the back in gold. 

Full Bound No. 1, is a book bound in full sheep, spring back, raised bands, with 
Russia leather ends and bands, with the usual rolling, finishing, and lettering, and 
understood by stationers and printers as full bound Russia ends and bands. 

Full Bound Extra, is a book with full Russia spring back, with double raised bands, 
and double Russia side finishing, with the usual extra finishing and lettering, recognized 
by stationers a«nd printers as double extra Russia end and band books. 

Bindings increase in price in the following order: Paper, board, cloth, skiver, roan, 
calfskin, Russia, turkey morocco, levant morocco. Parchment, vellum and hog-skin are 
exceptional bindings. 



CHAPTER LXXIV 

TECHNICAL TERMS 



ADVERTISING. — Advertising is influencing the minds of the people. It is 
making others think as you desire. It means utilizing all those forces which 
produce impressions and crystalize opinions. It is the creating of prestige — 
that quality which causes others to accept a statement without question. [Mahin.] 

Advertising Agency. — An organization of men competent to select suitable adver- 
tising media, buy space, write advertisements, create ideas for illustrations, prepare and 
forward copy to publisher, see that same is correctly executed, collect from the advertiser, 
pay the publisher and co-operate with the advertiser in conceiving, developing and per- 
fecting those collateral forms of advertising effort which are necessary to make a cam- 
paign fully successful. The advertising agency's services cost the advertiser nothing, 
as they are paid by the ]:)ublisher in the commission, or lower price which is secured by the 
agency. [Mahin]. 

Agate. — 5^-point type. The standard for measuring advertising. Fourteen lines 
set solid make one inch. Note — While it is true that there are 14 lines of agate type to 
the inch, you will notice that 5^-point type, the type that has replaced agate, is 77 points 
for each 14 lines; 14 lines agate are always charged for one inch, the advertiser getting 
the advantage. 

Antique. — A face of type much used in advertising; it is a little heavier than Roman, 
and has the cross-ending stroke slightly prominent. 

Ascending Letters. — Letters reaching u])wards; viz., b, d, f, h, k, 1, t. 

Artist. — Artists are engaged to design illustrations for advertisements. They are 
usually paid by the hour. 

Author's Corrections. — The changes or corrections the author makes in the proofs. 
Where there are many of these the pa})cr usually charges for making them. The printer 
is responsible only for incorrect spelling, punctuation, and typographical errors. 

Author's Proof. — The proof sent to the writer. 

Bad Copy. — Manuscript difficult to read. All copy should be written very carefully, 
proper names, technical terms, etc., especially. 

Bastard Title. — A short, secondary title, preceding the general title of a work. 

Bastard Type. — A type with its face larger or smaller than its body, as, a 10-point face 
on an 11 -point body, or vice-versa. Also used to designate a type made on other than 
the point system. 



TECHNICAL TERMS 449 

Bi- Weekly. — A paper issued every two weeks. 

B. W.— Bi-weekly. 

Bi-MoNTHLY. — Issued every two months. 

B. M.— Bi-monthly. 

Black Face. — Any type with a full black face. 

Blank Line. — The space between two paragraphs, the depth of a line of type in 
which the type is set. 

Body. — The metal which supports the face of the type. 

Body Type. — The type used for reading matter in newspapers, periodicals and 
books. 

Booklet. — A small book or pamphlet having paper covers. 

Book Paper. — The general term given to paper of various sizes, quality and finish to 
distinguish it from commoner grades used for newspapers. The standard size of a sheet 
of book paper is 25 x 38 inches. Half sheets are 19 x 25 inches. 

Bold Face. — A style of type resembling Roman, but having shaded strokes much 
heavier. Also called "full face." 

Border.— Plain or ornamental lines around any style of printed matter. 

Brass Rules. — Strips of brass, type high, printing straight, parallel or waved lines 
or borders. A rule is often inverted to print a heavier line. 

Break Line. — A short line at the end of a paragraph. 

Catalogue. — A book or booklet containing descriptions and prices of goods. 

Caps. — Capital letters. 

Caption. — The title of an illustration appearing above, below or at the side of it. 

Case. — The drawer that holds the type. 

Chase. — The metal frame in which the page or pages of type are locked, ready for 
the press. 

Catch Line. — A bold display line intended to catch the eye. 

Clean Proof. — A proof containing very few errors. 

Close Matter. — Type set closely together with few paragraphs, and with neither 
break lines nor leads. 

Column Width. — The ordinary newspaper column is two and one-sixth inches wide, 
the magazine column two and five-eighths inches. Columns may be of any width the 
publisher fancies but the ones given are standard. 

Composing Stick. — The mechanical contrivance in which type is set. 

Composition. — The setting of type into words and sentences, and arranging them 
into lines. 

Copy. — The printer's term for all manuscripts. 

Cut-in-Letter. — The initial letter larger than the body type, sometimes plain, some- 
times fancy, used at the beginning of an article or chapter. 

Cut, — The printer's term for all engravings. 

D.— Daily. 

Dash. — A line, plain or ornamental, between type lines. 

Dead Matter. — Type matter that is not to be used. 

Descending Letters. — Those that run downwards, as g, j, p, q, y. 

Display. — Words set in larger type, than, or separated from, the surrounding matter 
by spaces or rules. 

Distribution. — Replacing type that has been set up into its proper place in the case. 

Double Column. — Matter set across, or in the space of two columns. 

Double Leaded. — Type matter with two leads between the lines. 

Dummy. — A lay-out of an advertisement, or job, showing the exact size, general appear- 
ance and make-up, as it is intended to be when printed. 

Duodecimo. — Half a sheet of book paper (19 x 25 inches), folded into twelve leaves 
or twenty-four pages, makes a book called Duodecimo. 18mo, 18 leaves, 36 pages; 
24mo, 24 leaves, 48 pages. 

E. D. — Every day. 



450 HOW TO ADVERTISE A RETAIL STORE 

E. I. — Every issue. 

Electro. — An electrotype. 

Electrotype. — A duplicate of an engraving, or type matter made into a solid body. 
The surface of an electrotype is of copper. 

Em. — The square of the type body, called "em" on the supposition that the body 
of the letter "m" in Roman type is square. 

E. M. — Every month. 

E. O. D. — Every other day, 

E. O. I. — Every other issue. 

E. O. M. — Every other month, 

E. O. W. — Every other week. 

Even Page. — The even numbered pages of a book, such as, 2, 4, 6, 8, 10, 12, etc. 

Fancy Letters. — Type faces that are not plain and simple in style. 

Form Letters. — These are really circulars, used by advertisers to answer the purpose 
of letters used most frequently in a "follow-up" system. 

Foreign Advertising. — An advertisement from a city other than the one in which 
the paper is published. Usually applied to all mail order and general advertising. 

Flat Rate — A set price per inch or line for each insertion, no matter how many times 
it appears or how much space is used. 

Folio. — Half sheet of book paper (19 x 25 inches) folded into two leaves or four pages, 
makes a book called Folio. Also applied to running number of pages in a book. 

Follow Copy. — When "follow copy" is written on the copy it means that the typo- 
graphical style of the copy must be followed closely. 

Foot-note. — Printed matter at the bottom of the page, usually set in small type, 
preceded by a reference mark, corresponding with a similar mark in the text. 

Form. — A page or number of pages locked in the chase, ready for the press. 

Foul Proof. — A proof containing many errors. 

Full Position. — A position at top of colunm, or next, after reading matter in a 
broken column. 

F. F.— Full face. (See Bold Face.) 

Galley. — A movable tray, of metal or wood, on which types are placed after being 
composed. 

Galley Proof. — The first proof, before the matter is paged or arranged. 

Get in. — Set words close together. 

Gothic. — A perfectly clean-cut type face, without points, or shading, and with all 
the lines of the same thickness. It may be heavy or light faced. There are many styles 
of gothic, as Gothic Extended, Gothic Condensed, Lining Gothic, etc. Gothic is a face 
much used in setting advertisements. 

Guards. — Slugs, type-high, used to protect the edges of the type in stereotyping and 
electrotyping. 

Heading. — The headline of an advertisement. 

Hanging Indention. — The first line of the paragraph beginning flush with the 
column rule, and the following lines set two "ems" or more to the right, allowing a white 
space, or indention, on the left. 

Half Sheet. — A half sheet of "news" paper is usually the size of one page of a news- 
paper. 

Half-Tone. — An engraving made by photographing a photographic print or wash 
drawing through a fine screen upon a copper plate which is afterwards treated to an acid 
bath which eats away the surface of the plate unnecessary to reproduce the picture. 

Half-Title. — The title of a book or pamphlet, placed at the upper portion of first page. 

Insert. — Pages bound in with the regular pages of a book, catalogue or magazine. 

Imposing. — Arranging the composed type for the form. 

Indention. — The space to the left of a line at the beginning of a paragraph. All the 
white space around an advertisement, between the border and solid type matter. 

Imprint. — The publisher's or printer's name and address on a job of printing or book. 



TECHNICAL TERMS 451 

Initial Letter. — Usually ornamental, used at the beginning of chapters of a book or 
articles in a magazine. 

Job Printing.— Generally applied to all commercial work, as distinct from book or 
large catalogue printing. 

Justifying. — Making both ends of all lines even. 

Leaders. — Dots or hyphens placed at intervals to guide the eye between two points 
of the text. 

Leads. — Strips of type-metal of various thicknesses, for spacing between the lines. 
The thickness of leads are usually reckoned on a Pica basis; those most commonly used 
being "six to Pica," or two points in thickness. 

Lean Type. — Type with a very thin face, capable of being set so that the letters can 
come close together. 

Leaded Matter. — Type matter with leads between the lines. 

Lean. — Type set close together; solid. 

Lower Case. — ^The small letters of the alphabet, kept in a case, lower than the capital 
letters, so as to be easier reached, they being used more than the capitals. 

L. C. — Lower case. 

Letter-Press. — Ordinary printing from movable type. 

Live Copy. — Manuscript to be put into type. 

Key. — Referring to what is known as keying an advertisement. This is done by 
mail-order houses by having a different number to the street or room address used in each 
papero Sometimes a different catalogue number is used in the same manner. 

Matter. — Any portion of composed type. Lifie matter, type set t-o be printed. Stand- 
ing matter, type held to be used again. Dead matter, type to be distributed. 

Mail-Order Publications. — A class of monthly papers printed cheaply and pub- 
lished at nominal prices. They often have extremely large circulations among farmers 
and suburbanites. 

Magazines. — A class of periodicals published monthly. These are usually illustrated 
and carry articles of literary merit and fiction. National in scope. 

Matrix. — Mold of papier-mache in which type metal is cast to obtain a duplicate 
form. 

MSS. — Manuscripts. 

Make-up. — Laying out the advertisements, and reading matter for each issue= 
Placing each in its proper place on the page. 

Nonpareil. — 6-point type. Used by most of the large daily papers for printing 
news matter. 

Nr. — Next to reading matter. 

Objectionable Copy. — Manuscript not easy to read. Proper names and technical 
terms should be written yery plainly. 

Open Matter. — Type set with many paragraphs and leads. 

Out Door Display. — Sign boards and billboards comprise out door display. 

Old Style Roman. — Type used for reading matter, a light and open face style of type. 

Plates. — Electrotypes or stereotypes. 

Patent Insides, or Outsides. — Applied to that portion of some country newspapers 
which are printed at a central office. 

Phat. — Applies to leaded or other matter which is open and easy to set. 

Pp. — Pages. 

Pi. — Disarranged type. 

Preferred Position. — Top of column, next to reading matter. 

Proof-reader. — One who reads proof. 

Position. — A special position in the newspaper; T, C, N, R, M, means top of column, 
next to reading matter. "Run of paper" indicates that an advertisement may be run in 
any place where there is room for it. 

Press Work. — Printing on a printing press. 

Q. — Quarterly. 



452 HOW TO ADVERTISE A RETAIL STORE 

Quarto. — Half sheet of book paper (19 x 25 inches) folded into four leaves or eight 
pages makes a book known as Quarto. 

Revise. — Proof, after corrections have been made. - 

Roman Type. — Type used for reading matter. 

Running Head. — The title of the book, or chapter name, placed at top of pages. 

Quad. — The spaces placed to fill out lines ending paragraphs. The "en" quad, 
one half of the square of the type body, is the smallest. (See spaces.) 

Reading Matter. — That portion of the advertisement other than the display lines. 

Reprint Copy. — Copy to be set made up of printed copy instead of written copy. 

Run In. — A term used when it is desirable to have matter set without paragraphs. 

Small Caps. — Small capital letters. 

Standing Matter. — Type set up to be printed from, or matter that has been used 
and is to be left standing for further use in printing. 

Sm. — Semi-monthly. 

Sw . — Semi- weekly . 

Solid. — Type set without leads. 

Stick. — The short term used by printers to designate the composing stick. 

Stick-full. — Applies to about two inches of set-up type matter. 

Side Heads. — A title or sub-head at the side or set into the page or column. 

Spaces. — Pieces of type metal, not type high, and less than the width of an "en" quad, 
used for spacing between letters and words. Blanks between words. 

Stereotype. — Duplicates of type matter cast in a solid body. Stereotypes are cast 
from type metal and being of an inferior quality are not as durable as electrotypes. 

Serifs. — -The small projections which start at the sides or at right angles to the stems 
of letters. 

Slugs. — Thick leads; all leads thicker than "three-to-Pica," are called slugs. 

T. C— Top of column. 

T. F.— Until forbidden. 

Tr . — Tr ansp ose . 

Take — A term used by printers for the part of an article or advertisement that is 
given to one printer to set up. In large offices large jobs and advertisements are cut up 
into "takes" for the purpose of getting the work done up more quickly. 

Token. — 500 sheets printed on one side, or 250 sheets printed on both sides. In 
New York one-half of this is called a token. Press work in some offices is figured at a 
certain rate per token. 

Table Work. — Matter made up mostly of figures and rules. Tabular matter. 

Upper Case. — Refers to case containing capital letters. 

W.— Weekly. 

W. F.— Wrong font. 

Wrong Font. — The wrong style of letter or the wrong size. 

2 T. A. W., 3 T. A. W., etc. — Mean respectively, 2 times a week, 3 times a week, etc. 

A single line drawn beneath words signifies italics. 

Two lines drawn beneath words signifies small capitals. 

Three lines drawn beneath words signifies capitals. 

A circle drawn around numerals is usually understood to mean that it is to be spelled 
out. 

This list is not nearly as complete as it could be made, but will be found amply full 
enough for its purpose. Consult your printer on points you do not understand. 



453 



^art Bine 

MISCELLANEOUS 



CHAPTER LXXV 

ADVERTISING THE NEIGHBORHOOD STORE 

OF ALL merchants the little fellow on the corner, or side street, who is struggling 
along as best he can, deserves the compassion of the great. There are dozens 
of little stores in every large city, which are maintained for the accommodation 
of those who live in their immediate neighborhoods. Usually, these stores depend almost 
entirely upon the transient needs of the neighborhood public. 

The proprietor of one of these little stores has much to contend with. He is con- 
stantly being told that his goods can be purchased much cheaper in the larger stores 
"downtown." He is told, also, that those purchased in the larger stores fit better, look 
better and wear better. His life is made miserable by frequent innuendos, and even open 
insults. He has to answer all these assertions with arguments in favor of his own stock, 
and quietly bear the insults with a smiling countenance. 

That, however, is not the only disadvantage under which he labors. He usually has 
but a limited capital, and must sell out one line before he is in a position to put in another. 
He can only buy in limited quantities and in the case of perishable goods very often has 
to stand large losses. He is often very badly crowded for room in which to display 
his stock. Not infrequently he has to wait on customers, and do a large amount of work 
that is usually done by porters in the larger stores. He has to do all the dirty work there 
is to be done and at the same time try and look respectable. His customers are prone 
to compare his personal appearance with that of the smartly dressed clerks in the down- 
town stores, and his dingy looking store with the tastily decorated larger stores. All this 
is to his disadvantage, and often is an unconscious detriment to his business. 

Yet, notwithstanding all these disadvantages, many of them manage in a short life- 
time to accumulate sufficient of this world's goods to enable them to pass their declining 
years in happy ease. But even here habit is strong and many of them "stick to their 
last," and in the end "die in harness." 

It is the usual belief among this class of merchants that they cannot afford to adver- 
tise. They cannot stand the enormous expense of newspaper advertising, it is true, but 
there are a thousand and one ways of advertising besides the use of newspapers of the 
city. 

These little fellows are usually pretty ambitious, and most of them look forward to 
the time when they, too, will have large stores in the downtown district. They overlook 
the fact, though, that if they desire trade, they must interest those whom they can expect 
to trade with them. They must interest every person in the locality near their stores. If 
the merchant cannot do that he cannot ever expect to expand his business and grow out of 
his present quarters. It all rests with himself, upon his own exertions, upon his own 
energy, upon his own personality. 

Newspaper advertising cannot be used at all, because the paper, with its forty to two 
hundred thousand circulation to be paid for, may not reach even a hundred of those 
persons from whom he can reasonably expect any trade. His trade being local, it depends 
entirely on those who live within a comparatively small circle of which his store is the 
center. 

Regular customers are the backbone of any retail enterprise, and the storekeeper who 
does not turn his chance customers into regular patrons is losing the opportunity of his 
commercial life. 



456 HOW TO ADVERTISE A RETAIL STORE 

There are two elements of trade to be considered from the side of every retailer. First, 
getting transient customers; second, getting these transient customers to become regular 
patrons. The latter is dependent upon the former, for without the former he could never 
get the latter. To get transient customers the merchant must have some means of making 
them acquainted with his existence, why he exists, and what inducements he is offering 
for the customers' trade." 

The first thing these little merchants should do is to turn their attention to the appear- 
ance of their stores. They should be kept cleaner and more inviting. Paint and paper 
are very cheap and usually the merchant has some portions of each day that hangs heavy 
on his hands. Let him then invest a few dollars in paint and paper and decorate his little 
store. In some cases the landlord can be made to open up his heart and do this part of 
the work but when he turns a hard face to the merchant's demands, the merchant shoidd 
do the work himself. It is to his advantage to spend the few dollars necessary and he 
should do it. When once the place is neat and clean it requires very little work to keep 
it so. A general cleaning up like this advertises the little store and the store that is always 
clean has a reputation to be proud of. 

Next to his store the merchant should look neat and clean. His clothes should not be 
shabby. A new suit of clothes, a hat and a pair of good sensible shoes can all be obtained 
for about fifteen dollars. This amount can be spent in no better way for advertising 
purposes when it is necessary. 

The corner grocer should take extra pains to have his stock show up fresh, and by 
tasty arrangement of his wares make them look as tempting as possible. 

The little shoe store, which has a repair shop in connection with the store, can use 
it as a means of considerable publicity. In every case the proprietor should turn out 
good, honest work. That in itself will become a recommendation for further work. If 
he spends a little more time in finishing his work and sends back the shoes polished and 
ready to put on he will accomplish this also. But he will alsd make the customer believe 
that he is getting more value out of his old shoes than he had thought possible. That 
counts in repairing. 

Repairing should always be neatly wrapped up, and the package tied with twine. 
Too many proprietors of small stores think but little of appearances. The writer has 
seen many a "job" of repairing sent out wrapped in an old, dirty newspaper, a toe or a 
heel sticking out through a tear in the side of the paper, and no string used to keep the 
bundle together. By the time the shoes arrive at the home there is but little left of the 
paper, and the whole neighborhood has become appraised of the fact that they have been 
to the "cobbler's" to be mended. 

Twine costs but little these days, and economically used goes a long ways. Newspapers 
may be used as wrappers for economy's sake, but for the store's sake they should be clean 
newspapers, not dirty and ragged ones. Because the parcels are being carried away by 
children is no excuse for a slovenly ])ackage. A bad impression of a store is easily created 
in this way, and it is hard to get rid of it when once created. 

First appearances, too, are of tlie utmost importance, they are lasting, and should be 
of the brightest and best. 

The greater portion of repair work is taken to the shop by children. Here is a fine 
chance to .win business. The cobbler should make himself friendly with the children, 
using every art and means in his power. He must not scold them or talk cross to them 
when they bring work in that is covered with mud. They are as thoughtless, probably, 
as their mothers. He should take the trouble to explain the use of his various tools, 
and the machinery he uses. He must answer to the best of his ability all the questions 
propounded. He must be liberal with his " wax " and " waxed ends," and other trifles, and 
many a little heart will be won over by his little gifts, insignificant often to grown eyes, 
but of vast magnitude in the eyes of the little recipients. 

He can, when he has time to spare, show them shoes that will fit them; interest them 
in the shoes shown; even go so far as to try them on "to find out how they look." When 
a pretty fit has been obtained a few well chosen words will arouse all the covetousness 



ADVERTISING THE NEIGHBORHOOD STORE 457 

in the child's nature. He or she will be possessed of a desire to own them, and don't forget 
that shoes are soon required, and those are the ones that are likely to be purchased. So, 
it will pay these little storekeepers to look well after their stock of children's shoes so 
that when parents call to inspect the ones shown the little ones a sale may be effected. 

Cards or slips can be used to considerable advantage by these shoe-repairing stores. 
In fact, every parcel of repairing should contain an announcement or two about the stock 
carried by the store. It doesn't matter how many of these slips or cards go into the same 
home. Perhaps ten are required to make the announcement convincing. At any rate, 
every time it is retold it re-inforces its convincingness. Staple lines can be particularly 
mentioned, and prices quoted. In the rubber season an announcement of rubber prices, 
especially of lines for school wear, will bring results. 

A little store paper might be issued monthly to some advantage. Especially is this 
so if the neighborbood store carries a fair sized stock. Of course, it wouldn't pay the 
little fellow who carries only a few hundred dollars' stock. The expense of this style 
of advertising is about as exclusive as that of the metropolitan daily. The store paper 
is one of the best mediums for the smaller stores in country villages, where no regular 
paper is printed, and especially so where there are R. F. D. routes. 

Very often there are half a dozen stores grouped together around some corner in the 
cities. Very rarely do any of these stores conflict with the others. They usually carry 
entirely different lines of goods. Where this condition prevails, a store paper might be 
printed weekly, each of the stores contributing a share to the cost, and in the course of 
time it would have considerable weight as both a newspaper and an advertising sheet. 
A little co-operation here would make possible a means of efl^ectively advertising each 
store and incidentally increase the business of each. The little corner might in time 
become a very profitable trading center. 

Little folders,, dodgers, cards and slips could be used by every neighborhood store 
once in a while, no matter how small the amount of business done. Even a cobbling 
shop could be benefited by an announcement of the prices charged. This advertising 
should be well printed on good stock. Cheap work and cheap stock pay poorly in results, 
and least of all when coming from a small store. 

Prices should always be freely quoted, and the reader impressed with the fact that 
the merchant is willing to stand responsible for every article purchased at his store. Then, 
he should be careful to sell only worthy shoes, and shoes suitable for the uses for which they 
are intended to be worn. 

Five dollars a month for advertising will seem but a small outlay to most of us, yet 
many of these small stores do not spend that much in a year for that purpose. Many 
of them dismiss the question of advertising entirely, because they cannot follow in the 
footsteps of the department stores, and use page spaces. This is a great mistake. Instead 
of dismissing the subject they should study out ways to advertise that are not too costly 
for them to use. This giving up so easily is responsible for the results we see all around 
us. 

Many of these little stores are being run by old men who have lacked ambition or 
who have made failures in other lines. These men might have made little fortunes out 
of their little business if they had only used some means of pushing ahead a little at a 
time and, creeping carefully, gradually win a place in the front ranks of success. 

Five dollars a month would buy two pieces of good printing in the shape of cards or 
small folders or even a fairly well printed circular, if not required in more than 500 lots. 
Usually 500 would prove more than ample for the needs of these stores. Just think of 
the impression the merchant would create who sets out to deliver some piece of printed 
matter to the homes in his vicinity every other week. 

He would soon become known as the best advertiser "for his size" in the city. Curi- 
osity would be aroused in many homes to see this advertiser and his store — and his goods. 
It would add prestige to his shop. It would add dollars to his income. Sixty dollars a 
year for advertising! Some of these little fellows would faint if they even thought of it. 
The time will come though, when twice that amount will be spent by every live "little 



458 HOW TO ADVERTISE A RETAIL STORE 

fellow," who keeps a neighborhood store. He will capture the bulk of the trade, if there 
are any others around they will have to be content with the leavings. 

One reason why many of these merchants do not advertise is because they have been 
taken in by the smooth solicitor for some kind of advertising fake or another. If there 
is any one kind of advertising that the man with the small appropriation should let alone 
it is these schemes that are offered him by travelling solicitors and fakes. 

The window of the neighborhood store is usually neglected. It is hardly ever really 
clean and very often there is no attempt at a window display of any kind. The grocer 
will put out in the morning a few baskets of potatoes, carrots, turnips, etc., and in the 
evening he will take them in again. It is true that dust does not harm these edibles 
very much but at the same time it does not do them any good. Then, in their season, 
a crate of berries will be placed out in the hot sun and allowed to remain there and 
attract the flies of the neighborhood until they are sold. Is it any wonder then that 
some housewives say; "I was going to get some strawberries at Jones' but they looked so 
mushy I thought I'd better wait." 

The only signs around will be home made and beneath the fly specks can often be 
seen a poorly constructed legend stating "Fresh Maple Syrup," "Cider Vinegar," or 
"Repairing neatly done." 

The windows of these stores are usually small, it is true, and they are often merely a 
house window, turned into a store window. But no matter how small or how high from 
the ground, some attempt at dressing should be made. A small platfcrm or ledge should 
be built if there is not one there already. Around this there should be a curtain about 
two feet from the bottom of the window or platform, and extending around the sides and 
back. This will make a window in which a display may be made. This display should 
be changed and dusted often so that a variety of goods may be show^n. 

Besides the methods mentioned in which every dealer may obtain publicity there 
are many others. The important thing is to create a good impression. The stock must 
look clean. It must look as though it was valued by the proprietor. Then he should use 
every precaution in giving satisfaction to his patrons. He must create the impression 
that he understands his business from A to Z, and as far beyond that as possible. He 
must be acquainted with all the newest creations in his line of business. He must keep 
posted on prices and styles. These facts he can obtain from his trade paper, which 
should prove even more valuable to him than to the larger storekeepers. In cities, where 
there are wholesalers, he might create a good business in "taking orders." He can take 
orders for lines not kept in stock and obtain them from the wholesalers in the city the 
same day as ordered. For that reason he should become thoroughly acquainted with the 
stocks carried at the various wholesale depots. 

In these modern days there is no excuse for any merchant to say he cannot advertise. 
He can, if he wants to very badly and get good returns from his advertising, too. He 
must, however, study out his situation very carefully and follow out lines that have proven 
successful with others. 



CHAPTER LXXVI 

AN ADVERTISING CAMPAIGN 



IT IS too late in the day to argue the necessity of advertising, that point is generally 
conceded })y all merchants. The ({uestion that usually rises is "How shall I adver- 
tise so as to get the best results.^" 
Yet, even now, with almost every merchant doing some advertising of some kind, the 
value of advertising is scarcely realized. Merchants follow this year the same plans of 
last year. These plans were never laid out, but happened. The same plans were used 



AN ADVERTISING CAMPAIGN 459 

ten years ago as now. They are merely running around in a circle, coming at the end 
of the year to where they were at the beginning. 

This chapter on the advertising campaign was written for, and printed in, The Boot 
and Shoe Recorder. It was written for shoe merchants, but is very general in character. 
Any merchant will profit by a close perusal of it. 

In writing of advertising campaigns it is not our design to lay down any hard and fast 
rules. It is useless to do so, for plans that will suit one merchant's business will not be 
adaptable to the business of his neighbor. This applies only to details, for the general out- 
lines of most advertising campaigns are the same. 

There are many merchants who do their advertising in a very peculiar way. They do 
it by fits and starts, as they feel optimistic, or blue. If trade takes a bad turn they close up 
like clams, and cut off all their expenditures on newspaper space and other methods of 
making their business better known. All this, when you consider the question very 
closely, is decidedly foolish. When trade falls off, then the stimulant should be applied 
most regularly and persistently. Then the merchant must put on his thinking cap and 
proceed to find means of forcing business. 

The successful men of to-day do not sit down and wait for business to come to them. 
They go out after it in a hundred ways. Advertising is the merchant's life-preserver, it 
keeps him afloat at all times. 

There are many merchants, too, who go at their advertising in a haphazazd manner. 

They have a certain amount of space in their local paper or papers. For a few weeks 

they will strive to make up good copy to fill this space, and then leave it alone for weeks. 

They will drop into every scheme that comes along and then turn down everything, 

the good with the bad. They have no plans, no settled policy. 

The sensible merchant looks upon the newspaper as the intermediary between himself 
and the community and acts accordingly. He sets apart a certain sum at the beginning 
of the year for advertising, just as he would hire a necessary clerk, and then, in a practical, 
thoughtful, painstaking way, he endeavors to secure the very best amount of usefulness 
from the amount expended. 

The great question, then, is how much or how little to spend. In the average retail 
business in a country town about one per cent, of the turn-over for the year should bring 
good results. In the larger towns and smaller cities the per cent, must be doubled to 
bring anything like the same returns. In some of the larger cities the rate must even 
be higher. Circumstances surrounding a town or city have a great deal to do with the cost 
of advertising, but usually where it is necessary to spend from two to three per cent, or 
more the returns are multiplied. The territory is larger and it requires more papers to 
cover it, but in return there are more people who are advertised to and who are pros- 
pective customers. 

A man must to a large extent think out for himself the question of the most desirable 
channels through which to distribute his advertising. He should do this without prej- 
udice or favor. Prejudice and favor are rocks upon which many merchants wreck their 
advertising ships. Try to avoid that by all means. 

There are some who pin their faith to the newspapers and use them exclusively. For 
this plan it might be argued that the best advertisers and those who seem to have reduced 
publicity practically to a science are to be found users of newspaper space. The news- 
paper reaches the home circle and is perused by old and young, male and female, both 
the reading and the advertising columns being read thoroughly. But even the newspaper 
fails if it happens to be a "jim-crow" sheet that smells of cobwebs and blue mold. In 
this case the argument fails and even the despised dodger takes precedence. 

A good newspaper with standing and influence in a community may be relied upon 
as the very best medium of communication between the retailer and the public. We 
would not urge the daily and weekly paper to the exclusion of other classes of publicity, 
not even side schemes of a legitimate and enterprising character, but the newspaper should 
be first and foremost. As supplementary advertising other mediums should be used as 
circumstances and conditions dictate. 



460 HOW TO ADVERTISE A RETAIE STORE 

Advertising plans should be laid out at least a season in advance. There are many 
reasons for this, chief of which is the fact that a certain line of action having been mapped 
out, everything will be made to fit more closely to those plans. For instance, a merchant 
contemplates holding a tremendous clearing sale in July. A manufacturer offers him a 
lot of goods at a reduced price in May. He does not require these goods at the time, but 
seeing the possibilities of making more business and a bigger reputation by having them 
for his sale he purchases them. If he had been undecided as to whether he would hold 
such a sale or not he would have turned the offer down and his competitor perhaps snap 
it up. 

Let us look at the principal events in the business year. They are: 

January. — Clearance sales. 

March-April. — Spring and Easter. 

June. — Vacation and summer. 

July. — Fourth of July sale. 

August. — Clearance sales and school opening, 

September. — Labor Day and workingmen's shoes. 

November. — Thanksgiving sale. 

December. — Holiday sales. 

These events almost every shoe merchant looks forward to and prepares for by purchas- 
ing goods that are suitable for these various seasons. If he did not he would soon be 
driven from business by his more enterprising and thoughtful competitor. 

If he buys his goods to meet the requirements of these events why should he not at 
the same time study out ways and means for getting rid of those goods to advantage. It 
seems foolish to think that he will wait until the last moment to decide upon just how 
much advertising he will do to make a season's business. But that is just what thousands 
of merchants are doing. They intend to advertise all right, but they could not tell you 
any detail of that advertising beforehand. 

A great many merchants are at this reading making their purchases for fall and think- 
ing somewhat of what they intend to do. I>et us therefore, set forth a fall campaign that 
might be used by any medium-sized store. In the first ])lace thcnigh, let us urge that a 
good-sized note book be carried in the pocket by the merchant into which every good idea 
for carrying out his fall plans shoidd be written. 

Of course he uses newspapers. He has his daily paper. Into this he goes at least 
three times a week, or in other words, every other day. He then has three or four weeklies 
that circulate largely among a suburban population that are within reaching distance of 
the store. He may use small spaces in the daily if the pi»ice of advertising space is high, 
but he will have no troul^le in securing good sized spaces in the weeklies at from $50 to 
$75 per year. Now he knows he is going to use tliese mediums — perhaps he uses them all 
the year round — he will have to write from five to seven new advertisements every week 
unless he wants some of them duplicated, and a good advertiser hardly ever allows that. 
The question arises then, why should he not write up some of his advertisements ahead 
of time.^ Excellent ideas come to him and he says, "Now, that's good. I must remem- 
ber that," and then forgets it. Put it down on paper if it's worth saving. 

Booklets are looked upon as the very best of supplementary advertising. So we will 
have a booklet in this cam[)aign. It may be that one of the manufacturers from whom 
he buys his goods will ])rovide this, many of them do; often when they do not provide 
the booklets they do provide suitable cuts. These should be obtained as early as pos- 
sible so that they can be carefully selected for the booklet. In tliis bookk^t the retailer 
should not only have a half dozen of one make of shoes illustrated, described and priced, 
but he should have representative lines from every department. Infants' shoes and com- 
fort shoes and slippers should have a place in this booklet as well as the finest lines of 
men's and women's shoes. 

The cjuantity of booklets he will use shoidd be carefully computed. Too many of 
them means waste, and too few means loss of business. Thcvse booklets are to be sent by 
mail to every name on his maihng list. If he has no mailing list he should set out at 



AN ADVERTISING CAMPAIGN 461 

once and commence compiling one. Upon the value of this list depends the value of his 
advertising by mail. 

Beside this booklet it would be well for the merchant to have a small folder illus- 
trating and pricing the rubber footwear he intends handling. It should not be hard to 
obtain cuts of the most prominent lines from the jobber, or the manufacturer of the lines 
he handles. If this cannot be done he can have cuts made from those appearing in their 
price-lists at small cost. These may be mailed with the booklet or separately. There 
should also be a goodly number of these used as package inserts. This folder should 
bring him much more rubber trade than he can obtain by occasional advertisements in 
the newspapers. 

Beside this booklet and folder he may see fit to use a series of mailing cards or circu- 
lars. These are of special value, when a good mailing list is at hand. 

One of these circulars might be on the topic of school shoes and should be mailed in 
the latter part of August to all heads of families. 

Another of these circulars might be on the topic of dress shoes and should be sent to 
all the younger men and women on the list. 

The number of these circulars or mailing cards should be decided upon and the par- 
ticular lines they are to advertise should also be settled upon. The merchant should 
never try to advertise more than one class of shoes in any one circular. These ought to 
be very specific. 

Then, perhaps, he uses novelties or souvenirs. If he does he should look over the 
market and pick out his novelty and order it for delivery at a certain date. He should not 
wait until some smooth-tongued solicitor or canvasser comes along and hypnotizes him 
into believing that some trifling thing is a great business bringer. These novelties should 
be chosen after mature deliberation and not in a hurry. 

The method of distributing the souvenirs should also be decided upon and plans laid 
out for the accomplishment of that detail. 

From this plan it can be seen what we mean by planning ahead. It is not expected 
that this plan will meet the approval of every merchant, nor should it. As often stated, 
the circumstances or situation of every business varies. In some localities novelties and 
premiums have been done to death. In such a case it is better for the merchant to let 
them alone and advertise freely that he does not give these trifling articles away but puts 
their cost into his goods, thereby enabling him to give better value. 

A very good idea for every merchant who is looking for the best mediums of adver- 
tising at a moderate cost, would be to try out different plans for several seasons, and note 
the results from each. A comparison of these results if compiled without prejudice 
would be very valuable to him in making up future plans. 

By all means start out each year, or each season, with a certain amount of money set 
aside for advertising purposes. Make this appropriation ample enough to carry out a 
plan that will do you justice. Then try and keep your plans within the limit of this simi. 

It is not wise, however, to lay down a plan and follow it in spite of everything. Certain 
things may crop up that were unlooked for, necessitating a change. When this is the case 
make the change. Therefore, beside being a set plan it should also be elastic. The 
merchant who follows plans and precedents too closely is usually known as conservative, 
and he may also be known as unprogressive. 



462 HOW TO ADVERTISE A RETAIL STORE 

CHAPTER LXXVII 

WHAT SHALT A BUSINESS MAN READ? 

THERE are few men in business to-day who do not read at least one trade journal — ■ 
some read many. The successful business merchant is helped by reading his 
trade journal as much as by any other thing he does. Trade journals to-day 
are mostly of the progressive order. They are not filled with puffs of their advertisers' 
wares. The personal and obituary columns are almost a thing of the past. 

In place of these we have articles written by successful men. Articles telling largely 
what they have found out by hard labor, constant thought, and many years of experience. 
These ideas are so valuable that it is surprising there are not more of them preserved in 
book form. 

The lawyer, the doctor, and the preacher are constant readers. Why.^^ They must 
keep up to date in their knowledge of the advances made in their professions. If one 
doctor makes a discovery he tells all the rest of them what the nature of the discovery is 
through the medium of the medical journal. In this way a doctor in California may 
effect a similar cure to the doctor in Maine. So it is with the trade journals printed for 
the merchant. A business plan is tried in New York City and found to work out suc- 
cessfully. This merchant does not keep his plan a secret. No, he fears no man. He 
gives it up for the benefit of other merchants all over the country. Men situated in a 
hundred places may read of the plan and conclude it is just what they require to make 
their business successful. They have searched in vain for just such a plan but were un- 
successful in finding it until it was given light by him who first found it. 

The merchant's problems are much the same in one toAvn or city as they are in another. 
Plans that are successful in one place are likely to be successful in another. Plans that 
fail in one city are as likely to fail in another. The chronicle of these plans is a veritable 
chronicle of the progress of events in tlie business world. Unless we had the trade journal 
we would be groping in the dark half of the time. 

"Every man to his trade," is an old saying and it has largely been "every merchcnt 
to his own trade journal." That is, the shoe merchant takes a shoe trade journal, a dry 
goods merchant takes a dry goods trade journal, etc. This is as it should be as far as it 
goes. But does it go far enough ? Should not the shoe merchant take a dry goods trade 
journal once in awhile and find out what is being done by his brother merchants in other 
lines .^ The shoe men of the country do not discover all tlie good things for merchants by 
any means. Merchants in other lines are experimenting all the time and discovering 
newer methods of doing things that are as valuable to the shoe merchant as they are to 
themselves. 

Then there are journals that are specializing. Take advertising for one thing. There 
are a great many advertising journals published in the United States. These journals are 
merely trade journals advanced a stage into specialization. Some go even further and 
specialize upon some class of advertising. One is the champion of the retailer, another 
of the general advertiser. Yet another will advocate the exclusive trse of newspapers, 
while another will deny altogether that newspapers are of any value unless the magazines 
are used. Much discussion brings out many trutlis that would otherwise be overlooked, 
and in the end the merchant and the advertiser subscribing for these journals reap the 
j)rofits. 

Window dressing and interior decorations demand another specialized paper and 
the information there given and the illustrations shown are very valuable to the retail 
merchant. 

What shall a business man read? He should read everything that can })e of value to 
him. Everything helpful to his business. He must read his daily paper. The news of 



WHAT SHALT. A BUSINESS MAN REXd? 463 

the world at large must be glanced over and absorbed. This is necessary if the merchant 
wishes to broaden his mind. His daily communication with his associates and customers 
would be dry and ineffectual unless he could prove himself as well posted as they upon 
current events. 

He may read some for pleasure but he should read much for profit. He should read 
intelligently. In the end it really comes down to the matter of how much benefit he 
derives from his reading and not how much reading he does. 

The merchant who reads too much in the classics of literature and too little in the trade 
journal is just as apt to become dissatisfied with his life as the silly woman who reads too 
many cheap and trashy novels to remain normal in matters of every-day life. Too much 
of anything in this world is baneful in its effects. Too much money will ruin some men. 
Too myfech power is harmful for another class, and so on. 

We are giving a short list of books, trade journals, advertising journals, and business 
magazines. These lists are given merely as an aid to the advertiser and merchant. It is 
not as complete as the author would like to have had it but as complete as he could make 
it with the time at his disposal. Each periodical mentioned has been carefully looked 
over by the author and is unhesitatingly recommended by him to those whom they may 
interest. 

In the matter of a selection of a trade journal we would advise that sample copies be 
secured. In most cases these are sent out free upon request. The merchant should 
show his interest by writing his request upon his business stationery, as post cards are fre- 
quently used by mere curiosity seekers. After a careful reading of the sample copies a 
selection can be made of those that are most likely to be of benefit. 

It is a good thing to change around a bit and take at least one new journal every year 
even if an old one has to be dropped. New ideas may then be secured as no two papers 
will be edited along identical lines. 

The advertising journals do not usually send out many sample copies as they are 
sometimes very elaborately printed and too costly to be given away. The cost of sample 
copies of the whole lot would be but little and will be worth much more to the advertiser 
than they cost. 

The reviews given are necessarily very brief. It being merely the intention of the 
author to give a brief notice of those journals that give space to the vital question of adver- 
tising. Some maintain a regular department, in some cases running to several pages, 
while others print only occasional articles. These notices are given without remunera- 
tion for the benefit of the reader and not to benefit or favor any particular paper. 

There may be other trade papers equally as good, or perhaps even better than those 
mentioned. If there are, they have received no notice only because the author has never 
seen a copy. 

The subscription prices mentioned are for the United States only. Canadian sub- 
scriptions are in most cases higher since the recent changes in the postal arrangements 
between the two countries. 

List of Books on Advertising and Kindred Subjects 

Vest-pocket Manual of Printing. 50 cents. 

Scientific Business Letter Writing. — By L. E. Ludwig. $1.00. 

Specimens of Business Cards and Tickets — sixteen-page booklet — 25 cents. 

A Desk-book of Errors in English. — By Frank H. Vizetelly, F.S.A. 75 cents„ 

Secrets of the Mail Order Trade. — By George F. Terry. 180 pages. $1.00o 

Fifty lyEssoNs in Shoe Advertising. — Containing fifty specimens of shoe adver- 
tising. $1.00. 

Printing in Relation to Graphic Art. — By George French. French hand-made 
edition. $3.50. 

Specimens of Envelope Corner Cards — twenty-four page booklet — 25 cents. 
New second edition. 



464 HOW TO ADVERTISE A RETAIL STORE 

Modern Letterpress Designs. — A collection of designs for job composition from 
the British Printer. 60 cents. 

Punctuation. — By John Wilson. For letter-writers, authors, printers, and cor- 
rectors of the press. Cloth, $1.00. 

Concerning Type. — By Ambrose S. Cornell. A handbook of useful information 
for advertisers. 64 pages, 50 cents. 

Pens and Types. — By Benjamin Drew. A book of hints and helps for those who 
write, print, teach or learn. Cloth, $1.25. 

Specimens of Letter-heads. — Modern typework, printed in one, two and three 
colors and with tint-block effects. 50 cents. 

"Grains of Gutviption." — By Jed Scarboro. A snug little booklet for everyone who 
uses his head to do his own thinking. 25 cents. ^^ 

Theory" and Practice of Advertising. — By Geo. W. Wagonseller, LL.D. Being 
fifty practical lessons in advertising. Cloth, $1.00. 

BiGELOw's Handbook of Punctuation gives full information regarding punctuation 
and other typographical matters. Cloth, 50 cents. 

Menus and Programs. — A collection of modern title-pages and programs, printed 
on cloth-finished and deckle-edge papers. 50 cents. 

English Compound Words and Phrases.^ — By F. Horace Teall. A reference list, 
with statement of principles and rules. Cloth, $2 50. 

American Manual of Typography. — New enlarged edition. 180 pages, heavy 
cover, cloth back, gold stamp, gilt top, 24 chapters. $4.00. 

Punctuation. — By F. Horace Teall. Rules have been reduced to the fewest pos- 
sible, and useless theorizing carefully avoided. Cloth, $1.00. 

Compounding of English Words. — By F. Horace Teall. When and why joining 
or separation is preferable, with concise rules and alphabetical lists. Cloth, $1.25. 

Successful Advertising — How to Accomplish It. — By J, Angus McDonald. A 
thoroughly practical work on advertising for department stores and others. $2.00. 

The Art of Writing and Speaking the English Language. — By Sherwin Cody. 
Four volumes, 1. Composition; 2. Word-Study; '>. Rhetoric; 4. Grammar. $2.00. 

Principles of the Mail Order Business. — By Arthur E. Swett. A practical 
hand-book on advertising a mail order business. Contains many schemes to help the 
mail order advertiser. $1.00. 

Typographic Stylebook. — By W. B. McDermutt A standard of uniformity of 
spelling, abbreviating, compounding, divisions, tabular work, use of figures, etc. Vest- 
pocket size. Leather, 76 pages, 50 cents. 

Graphic Arts and Crafts Year Book. — Gives complete exposition of printing, 
engraving, color work, illustrating, etc. Is in a class of its own. Should be .in the 
library of everyone connected with the advertising-printing art. $5.00. 

Sales Plans. — 333 Practical Plans for getting more business. This book is a col- 
lection of the best and latest ideas that have been used by progressive stores to get more 
business. 282 pages. Cloth, $2.50. Full morocco, $3.00. 

Connectives of English Speech. — By Ja.mes C. Fernald, L.H.D. Giving the 
definitions with the correct usage of these ])arts of s])eech so far as pertains to their office 
as connectives in the construction of English phrases and sentences, etc. $1 .50 net. 

Practical Publicity. — By Truman A. DeWeese. This is a book for adverti.sers 
— men who buy advertising and the men who have advertising to sell — not a hand-book 
nor a hi.story of advertising but a practical exposition of advertising as it is to-day. $2.00. 

The Preparation of Manuscripts for thp: Printer. — By Frank H. Vizetelly. 
F.S.A. Containing directions to authors as to the manner of preparing copy and cor- 
recting proofs with suggestions on submitting manuscripts for publication. 75 cents. 

Modern Advertising. — By Ernest E. Calkins and Ralph Holden. A sane, com- 
mon sense exposition of advertising as it is, and the ways and means of using it to accom- 
phsh the object of business — sales — dividends — success. $1.50, 14 cents additional for 
postage. 



WHAT SHALL A BUSINESS MAN READ? 465 

Gaining a Circulation. — A book of 00 pages; not a treatise, but a compilation of 
more than five hundred practical ideas and suggestions from the experiences of publishers 
everywhere, briefly stated and classified for practical use; a valuable aid. Price, 50 
cents, postpaid. 

The Verbalist. — By Alfred Ayres. A manual devoted to brief discussions of the 
right and wrong use of words, and to some other matters of interest to those who would 
speak and write with proprietyo Includes a treatise on punctuation. Cloth, 4f x 6^, 
$1.32, postpaid. 

The Theory of Advertising. — By Walter Dill Scott, Ph.D. This is a simple expo- 
sition of the principles of psychology in their relation to successful advertising. Among 
the topics treated are: "Attention," "Association of Ideas," "The Direct Command," 
"Suggestion," etc. $2.00. 

Vest-pocket Manual of Printing. — A full and concise explanation of all the tech- 
nical points in the printing trade, including chapters on punctuation, capitalization, style, 
marked proof, corrected proof, proof-readers' marks, make-up of a book, imposition of 
forms. Leather, 86 pages, 50 cents. 

One Hundred and Thirty-five Thousand Words Spelled and Pronounced. — 
By John H. Bechtel, author of "Handbook of Pronunciation," "Synonyms," "Slips of 
Speech," etc. For practical needs of busy people and for quick reference this book will 
be found invaluable. 614 pages; cloth, $2.00; leather, '$2.50, postpaid. 

Proof-reading and Punctuation. — By Adele Millicent Smith. A manual of ready 
reference of the information necessary in ordinary proof-reading, with chapters on pre- 
paring copy, reading proof, typefounding, sizes and styles of types, typesetting, jobwork, 
paper, technical terms, reproductive processes, etc. Cloth, 183 pages, $1 .00. 

Correct Composition. — By Theodore Low De Vinne. Second volume of the series 
on "The Practice of Typography." A treatise on spelling, abbreviations, compounding, 
division, proper use of figures and numerals, italic and capital letters, notes, etc., with 
observations on punctuation and proof-reading. Cloth, 12mo, 476 pages, $2.14. 

The Mahin Advertising Data Book.— By John Lee Mahin. Contains population 
of all states, cities and rural districts, center of population, etc.; advertising statistics; 
media; directory of leading publications giving circulation, rates, class, etc.; valuable 
information on type faces, printing plates, paper stock, street car and poster advertising, 
etc. $2.00. 

Grammar Without a Master. — By William Cobbett, carefully revised and anno- 
tated by Alfred Ayres. For the purpose of self-education this book is unrivaled. Those 
who studied grammar at school and failed to comprehend its principles, as well as those 
who have never studied grammar at all, will find it especially suited to their needs. Cloth, 
4f x6^, $1.07, postpaid. 

English Synonyms, Antonyms, and Prepositions. — By James C. Fernald, L.H.D., 
containing over 7,500 classified synonyms with their various shades of meaning carefully 
discriminated, this being an exclusive feature of this work. Also, nearly 4,500 classified 
antonyms. Correct use of prepositions shown by illustrative examples. Hints and 
helps on the accurate use of words. $1.50 net. 

Brains. — Vol. 23, September to December (inclusive) 1903, 544 pages. $2.00. 

Brains.— Vol. 26, January to May (inclusive) 1905, 672 pages, $3.00. 

Brains. — Vol. 27, June to December (inclusive) 1905, 972 pages, $3.00. 

Brains.— Vol. 28, January to June (inclusive) 1906, 875 pages, $3.00. 

Brains.— Vol. 29, July to December (inclusive) 1906, 850 pages, $3.00. 

Brains.— Vol. 30, January to June (inclusive) 1907, 850 pages, $3.00. 

In each of these volumes there are to be found hundreds of reproductions of adver 
tisements, specimens of catch phrases, descriptions, as well as over a hundred articles on 
advertising subjects. These volumes are of inestimable value to retail merchants. 

Practical Journalism. — By Edwin L. Shuman, author of "Steps Into Journahsm." 
A book for young men and women who intend to be reporters and editors. It tells how 
a great paper is organized, how positions are secured, how reporters and editors do their 



466 HOW TO ADVERTISE A RETAIL STORE 

work, and how to win promotion. There are chapters on running country papers, avoid- 
ing hbel, women in journahsm, and on the latest methods of big daihes. Covers the whole 
field of newspaper work, and tells just what the beginner wants to know. Cloth, 12mo, 
$1.37, postpaid. 

Writing for the Press. — ^By Robert Luce. A manual containing instructions 
for writers for the press. Advertisement writers will find much of interest and value 
in its pages. Cloth, $1.00. 

The Art of Writing English. — By J. M. D. Meiklejohn, M. A. A manual for 
students, with chapters on paraphrasing, essay-writing, precis-writing, punctuation, etc. 
Analytical methods are ignored, and the student is not discouraged by a formidable array 
of rules and formulas, but is given free range among abundant examples of literary work- 
manship. The book abounds in such exercises as will impel the student to think while 
he is learning to write, and he soon learns to choose between the right and wrong in lin- 
guistic art and expression. Cloth, 12mo, $1.50. 

How TO Make Money in the Printing Business.^ — By Paul Nathan. Contents: 
The Printer as a Business Man, Starting an Office, What Class of Customers to Seek, How 
to Develop Business, Writing Advertising Matter, Taking Orders, Advertising, How to 
Talk to Customers, Cost of Producing Printing, Estimating, Acquiring Money, Price- 
cutting, Competitors, Profit and How It Should be Figured, Buying, Doing Good 
Printing, Composing-room, Pressroom, Business Office, Bookkeeping, Management of 
Employees, The Employee's Opportunity, Danger in Side Ventures, Systematic Saving, 
Partnerships, Leakages, Keeping Up with the Times, Suggestions from Others. 375 
pages, cloth, $3.00. 

Advertising Magazines 

Advertising, Royal Insurance Building, Chicago, 111. Monthly, $1.00 per year. 
A journal for advertisers and business men. Specializes on mail-order advertising. 

Brains, For the Retailer and Advertiser, Deposit, N . Y« Weekly, $5,00 per 
year. A journal for merchants. Special articles each week on some phase of retail 
advertising. Reproduces from twenty to fifty retail advertisements each issue giving 
editorial criticisms and remarks on each. Regular departments, "Publicity Problems;" 
"Schemes to pull trade;" "What merchants say;" "Best ideas from trade reviews." In 
department "What merchants say," are reproduced selling ideas, introductions and 
descriptions from retail advertisements. These items are classified and appear under 
about fifty headings occupying about ten pages. Every retail merchant and advertise- 
ment writer should read this journal regularly. 

Fame, Lincoln Building, Union Square, New York, N. Y. Monthly. $1.00 per 
annum. A journal for advertisers edited by Artemas Ward. Small but very much alive. 

Judicious Advertising, Trude Building, Chicago, 111. Monthly, $1.00 per year. A 
magazine of general advertising principles and review. Special articles on all kinds of ad- 
vertising. Many reproductions in half-tone of fine advertising matter and advertisements. 

Letters, Chicago, 111. Bi-monthly, $1.00 per year. The magazine of Correspond- 
ence Salesmanship. Specializes on advertising by means of circular letters. 

La Publicite Moderne, 32 Rue de la Victoire, Paris, France. Monthly, 5 francs 
par an. Revue Mensuelle. Printed in French. 

Merchants' Record and Show Window, 315 Dearborn St., Chicago, 111. Monthly, 
$2.00 per year. An illustrated monthly journal for the merchant, window decorator and 
advertiser. Every merchant should receive this journal for its helpful hints on window 
and interior decoration. It gives each month a number of special articles on advertising. 
Records schemes used by merchants that have proved successful. Has regular depart- 
ment, "Short lengths for the ad-man." 

Mertz' Magazine, Los Angeles, California. Monthly, $1.00 per year, 10 cents per 
copy. Devoted to the interests of Pacific Coast Advertising. Articles on advertising for 
all kinds of advertisers. All the news of advertisers' doings in the West. 

Printers' Ink, 10 Spruce St., New York, N. Y. Weekly, $2.00 per year, 5 cents per 



WHAT SHALL A BUSINESS MAN READ? 467 

copy. A journal for advertisers, commonly called "The Little Schoolmaster in the Art 
of x^dvertising." Contains weekly departments of art (illustrated advertisements) crit- 
icisms and ready-made advertisements. Special articles covering all phases of adver- 
tising for all kinds of business. 

Profitable Advertising, Boston, Mass. Monthly, $2.00 per year, 20 cents a copy. 
The magazine of publicity, devoted exclusively to the interests of advertisers and pub- 
lishers. A large number of half-tone reproductions of advertisements and advertising 
matter illustrated each month. Good articles on advertising in all its phases. Current 
items of interest to advertising men and publishers. 

Progressive Advertising and Outdoor Publicity, 120 Chancery Lane, London, 
W. C. England. Monthly, 6s. 6d. per year. A periodical of progress in all phases of 
Publicity. 

PuBLiciTE — Publicity, Montreal, P. Q., Canada. Monthly, $2.00 per year. Pub- 
lished in both French and English, column for column. Practical and critical review of 
the art of advertising. Special articles on the subject of advertising. 

The Advertising World, Columbus, Ohio. Monthly, 35 cents per annum. Sample 
copies upon request. A journal of news, suggestions and criticisms for advertisers. 
This little journal is particularly valuable to retail advertisers, as it contains each month 
a great many ideas and clever advertising schemes. 

The Canadian Printer and Publisher, 232 McGill St., Montreal, P. Q., Canada. 
Monthly, $2.00 per year. Prints special articles on advertising and has regular "depart- 
ment of advertising — printing." 

The Inland Printer, 130 Sherman St., Chicago, 111. Monthly, $3.00 per annum. 
Sample copies 25 cents. While this monthly is devoted to the printer and publisher 
every student of advertising should see it regularly. It features fine displays in printing 
and advertising matter. 

The Mail Order Journal, 109 Randolph St., Chicago, 111. Monthly, $1.00 per 
year, 10 cents per copy. The American magazine of advertising. Features mail order 
advertising. Educational articles on advertising subjects. 

The National Advertiser, 32 W. Twenty-Fifth St., New York, N. Y. Weekly, 
50 cents per year, 5 cents per copy. A weekly newspaper for advertisers. Favors 
newspaper advertising. News items for advertising men and publishers. 

The Novelty News, 171 Washington St., Chicago, 111. Monthly, $1.00 per year, 
10 cents per copy. The only magazine devoted exclusively to the interests of advertising 
novelties and advertising appliances. Each number contains novel sales plans showing 
how best results are obtained from the use of advertising novelties. The latest ideas in 
novelties are reproduced by word and picture. Some of the regular departments deal 
with premium goods, souvenirs, fans, calendars, signs, post cards, etc. 

The Overland Monthly, Allentown, Pa. Monthly, $1.00 per year. Special 
articles on mail order advertising. 

White's Sayings, Seattle, Wash. Monthly, 25 cents per year. A journal of adver- 
tising and business methods. Articles on advertising in all kinds of mediums. Contains 
"Rusty Mike's Diary" which should be read monthly by every advertiser. 



Trade Journals 

American Industries, 170 Broadway, New York, N. Y. Twice-a-month, $1.00 per 
year. Pubhshed in the interests of manufacturers and contains articles on advertising 
ways and means particularly interesting to them. 

American Jeweler, 373 Dearborn St., Chicago, 111. Monthly, $1.00 per year. 
Sample copies upon request. Gives occasional space to technical features of advertising. 

Business and Finance, New York, N. Y. Monthly, $1.00 per year. Devoted to 
business, corporate and investment interests. Special articles on advertising, invest- 
ments, real estate, etc. 



468 HOW TO ADVERTISE A RETAIL STORE 

Canadian Cigar and Tobacco Journal, 26 W. Adelaide St., Toronto, Ont., Canada. 
Monthly, $1.00 per year. Sample copies upon request. Special articles each month on 
advertising and window trimming. 

Clothier and Haberdasher, 26 W. Adelaide St., Toronto, Ont., Canada. Monthly, 
$1.00 per year. Sample copies on request. Has regular department of advertisement 
criticism; runs special articles on newspaper and other species of advertising; features 
window trimming. 

Chicago Apparel Gazette, Chicago, 111. Twice a month, $2.00 per year. Special 
articles on advertising; regular departments of "Clever Sayings" culled from current 
advertisements; department "With the Retailer; what he is doing to gain trade," con- 
tains numerous sales plans used by retailers from all parts of United States. 

Dry Goods Reporter, 203 Fifth Ave., Chicago, 111. Weejvly, $3.00 per year. A 
special article weekly on advertising by "The Tramp," also special articles on and repro- 
ductions of advertising matter and window trims. 

Dry Goods Economist, New York, N. Y. Weekly, $5.00 per year. Has regular 
departments on advertising, window dressing and wide-awake retailing. Department 
of advertisement criticism. Contains very much information of value to all retailers, 
although especially interesting to dry goods merchants. 

Dry Goods Record, Montreal, Que., Canada. Monthly, $1.00 per year. Special 
articles on advertising and window dressing. 

Education in Business, Peoria, 111. Monthly, 50 cents per year. A magazine of 
business inspiration. Special articles on advertising subjects. 

General Merchants' Review, 315 Dearborn St., Chicago, 111. Published every 
other Friday. 50 cents per year^ An independent paper for the general merchant. 
Special articles on advertising and window trimming for retail merchants. Regular 
department, "Advertising Assistance." 

Grocers' Magazine, Grocers' Exchange, Boston, Mass. Monthly, $1.00 per year. 
Special advertising topics of interest to grocers discussed each month. 

Modern Methods, 88 Griswold St., Detroit, Mich. Monthly, 50 cents per year. 
Sample copies upon request. A monthly magazine of practical thought and suggestion 
for business men. Special articles on advertising. 

Michigan Tradesman, Grand Rapids, Mich. Weekly, $2.00 per year. Sample copies 
upon request. Special articles on advertising. Regular department of window trimming. 

Men's Wear, 621 Broadway, New York, N. Y. Twice a montli, $2.00 per year. 
Samples upon request. Special articles on advertising and window trimming. Quotes 
clever sayings, introductions and interesting items from current advertisements. 

Practical Druggist, 108 Fulton St., New York, N. Y. Monthly, $1.00 per year. 
Sample copies upon request. Special articles on advertising and window trimming. 

Publisher Retailer, 24 East 21st St., New York, N. Y. Monthly, $1.00 per year. 
Special articles on advertising for the book and stationery trades. 

System, Chicago, 111. Monthly, $2.00 per year, 20 cents per copy. A monthly 
magazine for the man of affairs. Special articles on advertising for different lines of 
trade. Articles on system in the advertising department. 

Shoe Trade Journal, 154 Lake St., Chicago, 111. Twice a month, $1.00 per year. 
Sample copies upon request. Special articles on advertising and window trimming. 
Features scheme advertising. 

Selling Magazine, Postal Telegrai)h Building, New York, N. Y. Monthly, $1.00 
per year. Samples upon request. Devoted to the marketing of machinery, tools, equip- 
ment and supplies. Articles on advertising in trade and general pu])lications relating to 
the above mentioned articles. 

Shoe and Leather Gazette, 412 North Ninth St., St. Louis, Mo. Weekly, $1.00 
per year. Regular department "Material for your ads" being arguments culled from 
various sources. 

Southern Furniture Journal, High Point, N. C. Monthly, $1 .00 per year. Occa- 
sional articles on advertising and window trimming for furniture dealers. 



WHAT SHALL A BUSINESS MAN READ? 469 

The Apparel Retailer, 11 Columbia St., Boston, Mass. Monthly, $1.00 per year. 
Special articles on advertising and window dressing for merchants handling any class of 
wearing apparel. 

The Business Magazine, 232 McGill St., Montreal, P. Q., Canada. Monthly, $2.00 
per year. Occasional articles on advertising. 

The Business Man's Magazine, Detroit, Mich. Monthly, $1.00 per year, 10 cents 
per copy. Contains many articles on advertising and system that are of value to business 
men. 

The Canadian Shoe and Leather Journal, Toronto, Ont. Monthly, $1.00 per 
year. Contains regular departments on advertisement criticism and store management; 
occasional articles on advertising and window trimming. 

The Cincinnati Trade Review, 124 Government Place, Cincinnati, Ohio. ^Monthly, 
25 cents per year. Special articles on advertising and window trimming. 

The Clothier and Furnisher, 13 Astor Place, New York, N. Y. Monthly, $2.00 
per year. Special articles on advertising. Has departments "What others are doing;" 
"Hints on advertising;" "Art in window dressing;" "Window cards." 

The Department Store Review, 199 Pearl St., Buffalo, N. Y. Monthly, $1.00 
per year. Sample copies upon request. Has a regular department under the heading, 
"Publicity," in which department store advertisements of note are reproduced. Under 
the heading, "What the Big Stores are Doing," appears a large number of the introduc- 
tions and sales plans as outlined in the advertisements of the big stores. 

The Dry Goodsman and General Merchant, 412 North Ninth St., St. Louis, 
Mo. Weekly, $2.00 per year. Special articles on advertising and window trimming. 

The Grand Rapids Furniture Record, Grand Rapids, Mich. Monthly, $1.00 
per year. One of the finest trade papers published in America. Devotes consider- 
able space to the subject of advertising in all its phases. Has regular departments, 
"Schemes to draw trade to the store;" "Window trimming;" "Advertising and store 
methods." 

The Haberdasher, 19 Union Square, New York, N. Y. Monthly, $3.00 per year. 
Prints many special articles on advertising and window trimming for the haberdasher. 
Reproduces window trims of high class decorators. Regular department, "Window 
Wonder Workers." 

The Illustrated Footwear Fashion, 147 Summer St., Boston, Mass. Semi- 
monthly, $1.00 per year. Special articles on advertising topics for shoe dealers. Repro- 
ductions of shoe advertisements. 

The Inland Grocer, Caxton Building, Cleveland, Ohio. Weekly, $2.00 per year. 
Occasional articles on advertising, regular department, "Hits and Misses in Advertising." 

The Jewelers' Circular, 11 John St., Corner Broadway, New York, N. Y. Weekly, 
$2.00. Has regular departments, "Retail Jewelers' Advertising." 

The Merchants' Guide, Philadelphia, Pa. Weekly, $1.00 per year. Contains 
occasional articles on advertising; has weekly department, "Bright Ideas that Draw 
Business." 

The Office, Franklinville, N. Y. Bi-monthly, 25 cents per year. Sample copies 
5 cents each. Has regular department on advertising. No special trade featured but 
subject treated generally. 

The Retail Coalman, 1431 Monadnock Block, Chicago, 111. Monthly, $1.00 per 
annum. Sample copies upon request. Devotes two or more pages in exploiting all 
forms of advertising used by retail coal dealers. Special articles occasionally used. 

The Retail Druggist, 37 Hodges Bldg., Detroit, Mich. Monthly, $1 .50 per annum. 
Sample copies upon request. A regular department for retail druggists advertising repro- 
ducing examples of good paying and profitable advertising. This department usually 
occupies two pages and is made as complete and practical as possible. 

The Retail Grocers' Magazine, 36 Russell Building, Portland, Oregon. Monthly, 
$1 .00 per year. Organ of the Portland Retail Grocers' Association, Inc. Special articles 
on advertising for grocers. 



470 HOW TO ADVERTISE A RETAIL STORE 

The Retailers' Journal, 36 La Salle St., Chicago, 111. Monthly, 50 cents per 
year. Special articles on advertising and windo-/ trimming for grocers. 

The Shoe Retailer, 183 Essex St., Boston, Mass. Weekly, $2.00 per year. Pub- 
lished in the interests of the retailer. Contains many articles on advtilising and window 
decoration. Maintains regular department of advertisement criticism. 

The Trader and Canadian Jeweller, 26 W. Adelaide St., Toronto, Ontario, Can- 
ada. Monthly, $1.00 per year. Sample copies upon request. Maintains a regular 
department of advertisement criticisms; special articles on advertising and window 
dressing. 

Trade, 61 West Congress St., Detroit, Mich. W^eekly, $1.00 per year. Has 
regular "Department of Puhlicity," edited by an advertising specialist. 

W^estern Druggist, 357 Dearborn St., Chicago, 111. Monthly, $1.00 per year. 
Sample copies upon request. Devotes from three to five pages monthly to advertising 
subjects. 

Wheaton's Trade Advocate, New Bedford, Mass. Monthly, 50 cents per year. 
No free sample copies, specializes in mail order advertising for the smaller mail order menu 

Note. — Brains, Deposit, N. Y., will accept subscriptions to any of these Trade Papers at the 
regular subscription price. All books may also be secured at the prices quoted. 



HEADLINES AND CATCH-PHRASES 



471 



CHAPTER LXXVIII 



HEADLINES AND CATCH-PHRASES 



Values that never fail. 

Couldn't fail to please. 

Who'll get the benefit? 

Simple rules in selling. 

A sale makes a friend. 

Worth the price always. 

Look at these for style. 

Wear for many seasons. 

Always shows its worth. 

Try one for satisfaction. 

After the fleeting dollar. 

An article worth having. 

What's the use waiting? 

A sale that's a sacrifice. 

Make it prove its worth. 

It's time you took them. 

Saves you many pennies. 

How much can you use? 

Easily your best bargain. 

Take them or leave them. 

I sell 'em — you wear 'em. 

Just to stir 'em up a little. 

Prices produce popularity. 

The store that does things. 

The pinnacle of perfection. 

Always sellers and satisfiers. 

Our right to your patronage. 

Our idea of trade expansion. 

Our promptness is our pride. 

A price that gives you a prize. 

Our word is behind the quality. 

We want come-again customers. 

Qualities that rank above price. 

Best to buy because best to wear. 

W^e paid more than this for them. 

Make it a point to examine these. 

The kind we sell — ^the best to buy. 

Mighty little profit for us in these. 

Lucky bargains for wise shoppers. 

Economy is itself a good revenue. 

We are working for your good will. 

This will relieve the financial strain. 

Price shocks that tumble them out. 

We get the first of all the good things. 

We bought them all — we'll sell them all. 

Two minutes' time will sei-ve to show you. 

You can make more than we do on this sale. 

The last of the old stock — the best of the 
new. 

W^e're here to stay and we want you to come 
often. 

We've got what you want — you've got what 
we want. 

There's much satisfaction in having the best 
you can get. 

We have them now — others will have them 
later — maybe. 

Our counters are crowded; these figures will 
disperse the crowd. 



On top of the heap. 

Next thing to a gift. 

The secret of selling. 

Behold how beautiful. 

Merchandise magnets. 

A golden rule triumph. 

Seasonable suggestions. 

Look at them, anyway. 

Make every cent count. 

We know no bad goods. 

We know they'll satisfy. 

Our facilities, unexcelled. 

No use going elsewhere. 

The j^rice makes it easy. 

A cut that means selling. 

You'll like to own them. 

We cut it to a low figure. 

Try them for all reasons. 

Summery and serviceable. 

Our best recommendation. 

Every sale makes a friend. 

Ideal things for ideal daySi 

Made for wear and beauty. 

We'll soon have them sold. 

Perfect goods for fair cost. 

Want to save? W^e'll help. 

Dull goods at bright prices. 

Ask for what you don't see. 

Cost more and wear longer. 

Talk of beauty — how's this? 

Always looking for the best. 

No one should seek further. 

Fresh things for spring wear. 

Not a bad one among the lot. 

Our best efl'orts are for you. 

A clean-out of basement dress goods. 

Ask "How good?" not "How cheap?" 

The face grows fair as the body fares. 

To feel bright, eat well and dress light. 

Active work promotes hearty appetite. 

The hammock is a needed summer item. 

Sharp reduction on boys' high-grade suits. 

If you eat well, you will feel well and act well. 

Most invalids should eat before going to bed. 

Unquestionably the clothing event of the 
season. 

Modern methods distinguish these suits from 
the rest. 

Cheap groceries, like cheap help— cost more, 
serve least. 

Liberal dealing at the grocer's lessens the 
doctor's bill. 

Light, cool, airy, ready-to-wear garments at 
attractive prices. 

Beautifv'l and appropriate wedding presents 
at about half ])rice. 

Most gigantic, most stupendous, most re- 
markable clearance sale it was ever your luck 
to attend. 



472 



HOW TO ADVERTISE A RETAIL STORE 



Artistic draperies. 

Miles of linoleums. 

Ward off wintry winds. 

Regular "old -shoe" fits. 

Feeling the public pulse. 

Choose now — settle later. 

We guarantee the quality. 

Potatoes are low, buy now. 

Courteous treatment to all. 

Table raisins, soft and silky. 

Butter with the June flavor. 

Malaga grapes are fine now. 

Selling good shoes for little. 

Do your holiday buying here. 

Get our price before you buy. 

Stylish, new wearing apparel. 

Newest thing in dress goods. 

Most correct models in skirts. 

Dainty silks at fetching prices. 

New nuts — no old ones in ours. 

The hosiery event of tlie season. 

Oxfords at money-saving prices. 

Women's suits at clearance prices. 

Our methods keep our prices low. 

We do not try to cover up defects. 

You can buy your vegetables here. 

Best of clothing for particular men. 

Teas that please the most p;articular. 

A full line of California dried fruits. 

High-grade seasonable merchandise. 

Tempting bargains for housekeepers. 

Summer furniture attractively priced. 

Cheese that will give zest to your lunch. 

Better values in tlian ever before. 

There's warmth and style in every piece. 

You need not hesitate — the risk is ours. 

You'll buy most where yovi can buy best. 

Stock-taking shows these goods must go. 

Interesting price-news from the basement. 

Calm comparison strengthens our claims. 

Everybody welcome, and something for all. 

Elegantly tailored suits at underselling prices. 

Some interesting reductions in s})ortirig goods. 

Money refunded if goods are not satisfactory. 

Phenomenal values in desirable merchandise. 

Trading here will help to make you wealthy. 

A trial order will make you a regular customer. 

We want your trade and will treat you right. 

Early mention of men's two-piece summer 
suits. 

Fine clothes can not pacify a neglected 
stomach. 

Fine, fresh, new mattings at remarkable bar- 
gain prices. 

Message from Allentown's most homelike 
boys' department. 

Every penny now when your heart is likely to 
outrun your purse. 

The sinking sensation in sleeplessness is often 
Nature's cry for food. 

Don't forget that the best is the cheapest, and 
the first wealth is health. 

The reading of our ads is profitable business, 
if you'll heed what we say. 

Since boys must be hard on their clothes, 
their clothes must be put together hard and fast. 

We give a continuous performance of good 
value. Select the best and then stick to it; a 
little of everything is worse than nothing. 



Artistic arrays. 

A daily exposition. 

Take it and test it. 

Selected to suit you. 

A room-making sale. 

Genuinely gratifying. 

Tempting and tender. 

The whole story in brief. 

Shm prices — stout values. 

In pursuance of our policy. 

The choice of the careful. 

Carefully courteous clerks. 

An invitation to investors. 

They'll outwear the buyer. 

A startling clearance sale. 

We are popular purveyors. 

Buy them for their beauty. 

For men of modest means. 

Odd pieces at odder prices. 

Helpmeets for home-makers. 

Good cheer goes with, these. 

Can't we induce a trial order? 

Quick alterations, if desirable. 

The prices are mere skeletons. 

The only limit is on the price. 

Concessions to cash customers. 

Here's a rousing season opener. 

Another great iron bed bargain. 

Cash is the axle grease of business. 

A square deal for a round dollar. 

Prices too small to cast a shadow. 

Whatever we ought to have is here. 

A shoe supremacy most pronounced. 

Haimnocks are much cheaper here. 

Sweeping price cuts are now the rule. 

A magnificent lot of magnificent suits. 

Best productions of the best products. 

The l)etter known the more approved. 

Matchless cut prices on boys' clothing. 

These prices unite luxury with economy. 

Only one thing is cheapened — the prices. 

It is a freeze-out now. Prices drop to zero. 

A fair exchange — our goods for your money. 

The better the grade, the bigger the trade. 

This clothing slaughter brings the crowds. 

Prices so low no one can afford to steal them. 

A dollar's worth for a dollar in every article. 

Facts that are truths, values that are intrinsic. 

You get just what we tell you, or money bade. 

Others liave the same goods, but at higlier 
prices. 

Now is a good time for a little quiet looking 
around. 

If they weren't worth the money they wouldn't 
be here. 

Don't come here first, but don't buy before 
you get here. 

You are as good as the next man ; what others 
have done you can do. 

We sing our holiday song to the tune of 
"Choice Gifts at Moderate Prices." 

Gifts that will carry joy and contentment to 
the hearts of their happy recipients. 

The moment you cheapen a piano in tone or 
durability, it becomes dear at any price. 

You can't travel regardless of your feet. To 
attemi)t it would be a feat doomed to defeat. 

Our rings are so delightfully tem])ting that 
you can hardly keep your fingers out of them. 



HEADLINES AND CATCH-PHRASES 



473 



Needed notions. 

Delicious relish. 

Excellent suit cases. 

Clearing wash goods. 

A rare piano bargain. 

A real piano opportunity. 

Marvelous stock-reducing. 

Paints at wholesale prices. 

Extraordinary waist values. 

Marked reductions in prices. 

Astonishing buying chances. 

Some very attractive values. 

Stock reducing sale of linens. 

Dainty, inexpensive garments. 

Household cottons priced low. 

Low-priced shirts for big men. 

A few elegant pure linen suits. 

The smallest prices ever quoted. 

Prices averaging half usual cost. 

Smart curtains at fetching prices. 

Matchless values in parlor suites. 

Parents, shoe 'em and let 'em run. 

A marvelous value in shirt waists. 

Attractively priced rummaged lots. 

Lace curtains far below usual cost. 

Bargains that are good investments. 

The best range for the least money. 

Less expensive carpet and rug section. 

Exceptional values in pretty hangings. 

A multitude of unmatchable bargains. 

Beautiful matched sets of embroidery. 

Summer shoes at extremely low prices. 

Never such good napkins at prices so low. 

Sweeping sale of housefurnishing goods. 

Beauty and comfort in men's furnishings. 

Prices averaging half what they're worth. * 

Washable house dresses for little money. 

These offerings eclipse anything ever given. 

A four days' scatteration of collar buttons. 

A wealth of warmth in the shape of blankets. 

Better cigars for less money than ever before. 

Constantly increasing sales prove its high 
merit. 

"A hit" with the young men: Our varsity 
styles. 

This price appeals to the most economical 
buyers. 

We welcome visitors. They become cus- 
tomers. 

We increase your purchasing power by our 
low prices. 

Our business success is due to quality, ser- 
vice, price. 

We appreciate your liberal patronage. Bring 
your friends. 

"The truth alwaj's" — our motto about any 
goods we sell. 

We please our patrons by giving them their 
money's worth. 

Buy before the price goes higher — save money 
by buying now. 

You're always welcome at our store — come 
and look around, whether you buy or not. 

The cool, summery-looking, attractive, wash- 
able four-in-hands. 

Handsome summer garments at prices that 
mean good savings. 

If the holiday elephant step])ed on your purse, 
you will appreciate the saving here. 



Worth wins. 

Purse pleasers. 

Wearable colors. 

Not hard to buy. 

Well worth while. 

Resistless reasons. 

Never sold for less. 

Purchased to please. 

Sold so you can buy. 

Saving in every one. 

Not a bad one here. 

A bargain collection. 

Clean and charming. 

Saved for this season. 

None know its equal. 

The good of us both. 

Cut in the cost price. 

Buying is a pleasure. 

Counting the pennies. 

Spring servicea])leness. 

Elegant hats half price. 

Quality first — price afterwards. 

Washable suits for little fellows. 

A great rattling among the china. 

Another big day in the wash laces. 

It will pay you to come just to see. 

Economies on desirable merchandise. 

Tempting prices on ladies' garments. 

A great sale of notions at special prices. 

Style, desirability, and quality in rugs. 

Stamped and tinted linens far below half. 

It will pay you still better to come to buy. 

Attractive price marking on second floor. 

Compare our goods with others. We'll sell 

Tidings of more than passing interest are here 
told. 

Hats, foreign model with Americanized ele- 
gance. 

Terse, truthful tales are the succeeding para- 
graphs. 

We aim to make you happy by making your 
feet glad. 

Light weight, pretty and inexj)ensive com- 
fortables. 

Derby and Fedora hats flying out of the store 
on Friday. 

Arouse — be alive to your interest. Just 
think $— . 

Undisputed champions of service and real 
hard wear. 

Women's silk hosiery — good qualities at low- 
ered prices. 

A magnificent display of women's choice sum- 
mer apparel. 

A cool and comfortable suit of clothes for 
these hot days. 

We expect to be busy as bees in the staple 
section to-morrow. 

Befriend your pocketbook by availing yourself 
of this opportunity. 

Poor coal — bad temper. Our customers are 
always good-natured. 

Friday, the store will hum with the brisk 
bustle of busy shopping. 

Nothing more comfortable, serviceable or 
popular in summer footwear. 

More shoe comfort and goodness than you 
ever dreamed possible for the price. 



474 



HOW TO ADVERTISE A RETAIL STORE 



Solid fact bargains. 

Newest of new styles. 

Rainbow of low prices. 

Best of the best — can't be beat. 

The best that come over the pike. 

Here the quality question is settled. 

They are "all right," there's a record back 
of them — its good. 

Nothing but the best because we won't buy 
or sell anything else. 

Bonds and stocks are uncertain — our "five- 
dollar" shoes are not. 

It's to your interest — might as well have the 
best — have them right. 

Bought more than we have .=old — closing out 
the remainder at $ — . 

Thinking! Delays are dangerous. We're 
going at $ — while we last. 

You will thank us for the bargain every time 
you wear them — three dollars. 

Don't be a clam ! Clams never move! Move 
about in our shoes and be happy. 

The growth of our business indicates confi- 
dence — every man and woman in town trades 
here. 



Walk — rest easy. 

Popular price prettiness. 

Shapes of swan-like grace. 

Fire destroys — insurance rebuilds. 

A golden opportunity — to-day only $2. 

Indisputable leaders — style, quality and price 
unequaled. 

Take a look — see any better line of shoes any- 
where else ? 

They have created a furor at the price — dirt 
cheap at $ — . 

The most eloquent talkers we have are style — 
quality — price. 

Keep your feet yoimg — our shoes will re- 
juvenate them. 

It is worth your while to save half in shoe 
buying! $ — . 

If the best is good enough for you, then we 
can satisfy you. 

Swell-nifty economy that tickles — the price 
is just two-fifty. 

Actual demand tells ! We are the most popu- 
lar in the house. 

You never made half-dollar easier — three- 
dollar shoes $2.50. 



CHAPTER LXXIX 

INTRODUCTIONS AND STORE LOCALS 

THESE introductions and store locals are given here so that the busy man may 
find assistance in writing his advertisements. It will be found to the advertise- 
ment writers' advantage to read over each item and check off those he can find 
of future use. The shoe dealer may find an idea suitable for his advertisements, from 
the introduction of the clothier and vice versa. They are placed in the present order 
merely to make it handy for reference. 



Banks 

A strong bank. Being strictly a savings bank, 
investing in only the highest grade of secured 
loans and bonds, this bank invites your deposit, 
whether one d(jllar or larger sums, and interest 
allowed on all savings accounts. Deposits over 
one million dollars. — The People's Savings Bank, 
Zanesville, Ohio. 

Make a note of this. Don't lose sight of the 
advantages of our steel home safes, for they can 
help you add many a dollar to your bank ac- 
count, and the process will not be at all |)ainful. 
Keep one in a convenient place and droj) in a 
coin whenever possible. The contents Avill groAv 
rapidly, and when we add 4 per cent, interest at 
interest periods the results will most assuredly 
astonish you. These home banks or safes are 
free. Ask for one when you make your first 
deposit. — The TJousicm National Bank, IIous- 
tcm, Tex. 

Many ways. There are many ways in which 
a bank like ours can be of service to its friends 



aside from the strict lines of banking. We are 
frequently able to give counsel in matters of in- 
vestment, antl can sometimes save money to 
customers who take us into their confidence. 
Whether you bank with us or not, we invite you 
to come in and })ass the time of day when in our 
neighborhood. — The Will Counttj National 
Bank, Jolict, III. 

When to save. Whenever earning begins sav- 
ing should begin. We have started a lot of 
jieople in the right direction. Some had never 
before saved anything — because they had given 
the matter no serious thonght. Our savings de- 
])artnient is an ideal j)hi(e in which to start an 
account that may lay the foundation of your 
fortune. Deposits of one dollar or more will be 
received, and we will pay you four per cent, 
interest compound twice a year. Start to save 
now. — Commercial National Bank, Pendleton, 
Ore. 

Careful management of your banking bnsi- 
ness. Have you ever considered how the suc- 
cessful men of to-day attained their financial 



INTRODUCTIONS AND STORE LOCALS 



475 



independence? Success in business is due in a 
large degree to the careful management of your 
banking business. An account with the Amer- 
ican National Bank of El Paso assures absolute 
safety for your money^also careful and pi-ompt 
attention to the details of your banking business. 
Four per cent, interest paid on certificates of 
deposit. — American National Bank, El Paso, 
Texas. 

Caepets and Rugs 

Carpets and Rugs. . You will probably find 
after moving that you will need some new carpets ; 
if so, we have a large range of samples wdiich we 
would be pleased to show you in Union, Wool, 
Tapestry, Brussels and Velvet Pile. We can 
take your order and furnish at short notice. 
Furthermore, we will guarantee our prices to be 
the very lowest. If we carried the carpets in 
stock they would cost you 15 per cent, more, 
but by buying from our samples you can save 
money. We carry a large range of oil cloths and 
linoleums. — Tennant & Clarke, FredericJdon, 
N. B. 

Kermanshah rugs. The weave is the finest 
and closest known, with a silkiness and luster 
of the pile almost equal to silk, and quite as 
effective. The old rose and ivory grounds are 
considered the finest product of the Oriental 
dyer. We are showing many fine specimens, 
both in hearth and carpet sizes. Our east win- 
dow contains several choice pieces for the week's 
exhibition. The entire spring importation of 
Oriental rugs and carpets now on exliibition. 
Every known desirable weave wall be found in 
the stock. The number of pieces shown is 
probably the largest ever brought in the middle 
West, and every rug priced on a strictly com- 
mercial basis. An early inspection solicited. 
We are sole agents for the Ov/en Davenport and 
Bed combined. — The Sterling & Welch Co., 
Cleveland, Ohio. 

Having just received another large shipment 
of rugs, we wish to call your attention to the 
bright new patterns and the exceptionally low 
prices we quote. It is no trouble for us to show 
you our complete line of rugs, as we have just 
had installed one of the latest and most complete 
rug-showing devices. Do not hesitate to come 
in and look. — Frank Sanford & Co., Sprinq- 
field,Ill. 

An excellent showing of high-grade carpets and 
rugs. There is a growing tendency to the use of 
Wilton and Axminster carpets in plain colors, 
either to cover the entire floor or made up into 
rugs. We are in position to have woven to order 
in one piece rugs in any color, size or quality 
desired, either domestic or imported fabrics. 
We carry in stock the Hartford Saxony, French 
and Anglo-Indian rugs, which are woven in the 
regular sizes up to 11-3x15-0, and can have 
made to order any size desired at prices that are 
much less than the Oriental rugs. — T. A. Chap- 
man Co., Milwaukee, Wis. 

Catering 

June brides! Don't forget the caterer when 
planning for your wedding. All kinds of fruit 
and pound cakes made, baked and prepared. 



any style you wish. Also the wedding cake, 
decorated by an expert, for a reasonable price, 
made of the best materials, and we have the best 
line of ornaments in this city to select from, no 
one excepted. Remember we serve nothing 
but the best at reasonable prices at French's 
Bakery, Waterhury, Conn. 

A small service of ice cream after a dinner 
makes a most pleasing dessert. The expense is 
small, as a quart brick of our ice cream serves 
eight. Phone 500. — The Palm, Spokane, Wash. 

Cigars 

Talking about cigars we would say — and stand 
by our statement — that for a mellow, ripe- 
flavored, palate-tickling, all 'round satisfying 
smoke you can't pick up a better cigar for the 
price — 10 cents the one, $2 the box of 25 — than 
the IMiles Standish. Large assertion with larger 
proof by thousands of men who have tested the 
Miles Standish. — /^. B. Kook & Co., Fargo, 
N.D. 

Do you smoke? If so, have you tried our 
Francis Wilson cigar? A regular 10c. seller, 
but now selling for 5 cents. If you have tried 
them you are a regular customer and if you have 
not, come in and get one and you will be a cus- 
tomer. The ladies who are in the habit of buy- 
ing hubby a box of cigars can make no mistake 
in bu}ang the Francis Wilson. A box of 50 for 
$1.90. We sell them this way 'cause we are 
selling the kind of cigars you're wanting at 
prices you're tickled to pay. — Tucker- J onz, Den- 
ison, Texas. 

The wrapper of a cigar does not tell you the 
quality of the filler. But we tell you that se- 
lected long Havana filler is all that is used in 
"First Consul" cigars. After you have smoked 
one you won't have to be told. The flavor and 
fragrance will be such that you cannot possibly 
mistake the quality of the cigar except that you 
may think it a much higher priced one than it is. 
— Exchange Drug Co., Montgomery, Ala. 

An ideal cigar for the refined taste and a slim 
pocketbook is the General Hartranft. You get 
as much satisfaction in fragrance and solid en- 
joyment for 5 cents from this well made excel- 
lent cigar as from many others that are higher 
priced. When you want a good, moderate 
priced smoke try a General Hartranft. All 
dealers. — C. E. Bair & Sons, Plarrishurg, Pa. 

Coal 

A burning success is coal from the Kelley coal 
yards — the fuel we take pride in selling to the 
people of Harrisburg. No dirt (unless you call 
ashes dirt) no slate, no clinkers, and making a 
clean, hot, lasting fire. For every fuel purpose 
our coal fills the bill completely — and you get full 
weight and prompt service here. — Kelley, Plar- 
rishurg, Pa. 

We are not rushed with orders and have more 
time to take extra care and pains. We screen 
our coal free from dust and dirt and deliver by 
a careful and polite driver. Order your coal 
from us. It will give you perfect satisfaction. — 
The PJarris & Cans Co., South Norwalk, Conn. 



476 



HOW TO ADVERTISE A RETAIL STORE 



Confectionery 

Coveted sweets to-day. We wish to call your 
attention to two popular makes of candies re- 
ceived by us, by exj^ress daily. Repetti's (the 
famous "Royal" Italian candy) and Wiley's. 
Receiving these goods fresh every day w^arrants 
your approval and purchase when a box of 
sweets for her is wanted. Assorted chocolates 
and chocolates and bon-bons, also many spe- 
cialty boxes and packages of each make. Phone 
or call — a trial convinces. — LuhrCs Pharmacy, 
Houston, Texas. 

Leggett's Saturday candy is pure, wholesome, 
and genuine, absolutely free from artificial and 
inferior ingredients. Apollo chocolates. Fresh 
every week and superior in quality to. any other 
candy, no matter who makes it or what its price. 
Always glad to prove it with free samples. These 
chocolates are handsomely packed in half-pound, 
pound and two-pound boxes. — The Clifford 
Pharmacy, South Norwalk, Conn. 

Delicious confectionery. Our confections are 
the acme of the candy-maker's art. Pure and 
delicious, they are always fresh, for so popular 
a candy never remains long in the show-case. 
Rich and creamy, in all flavors. Carefully 
packed in dainty boxes, it is always a welcome 
gift. — The W. J. Boyd Candy Co., Winnipeg, 
Can. 

Credit 

Credit to out-of-towners is cheerfully extended 
by the Big White Store. Then it is an easy trick 
to order what is wanted by mail, or to buy in 
person — paying at the end of each month. We 
will be particularly pleased to hear from out- 
of-town people (as well as I^eoi'ians) desiring 
this broad, helpful service. Address or call at 
Credit Section, second floor. — Schipper & Block, 
Peoria, III. 

Every man, woman and child enjoys having 
new clothes at the new season. There is no 
need to worry how you are going to supply your 
wants with the ready cash. By taking advan- 
tage of our easy payment jilan, you are released 
from the suspense of waiting until you have all 
the money to pay at once. The ])r()blem is 
solved. Select your suit or the garment that 
you want, pay a small amount down, the balance 
in weekly i)ayments. Every garment has l)een 
carefully selected, in quality and workmanship, 
and for newness of stybe, and finish there is 
nothing that you would wish for after you have 
looked over our s[)ring and summer line. Every 
garment is rigidly guaranteed, high grade and 
low priced. If it is not as we say return it. 
Open an account to-day. — Saurs, Schenectady, 

The silver lining to this reduction cloud is that 
it may induce you to take advantage of tlic ex- 
traordinary bargains and thereby ojien an 
account with us and pay for what you l)uy in 
small sums weekly or monthly. We're sure if 
you once know our method, and become ac- 
quainted with our excellent styles, our su])erb 
qualities and our ])road guarantee that safeguards 
you in every purchase, you will look to us in 
future for all your wearing apparel, for you will 



find the easiest way to pay is to have everything 
charged and settle in small sums weekly or 
monthly. — Gately & Fitzgerald, Harrisburg, Pa. 
The cleanest store. Subway work and open 
windows make it harder than ever to keep the 
stores along Fulton Street even reasonably clean 
now. So we have installed in the building the 
newest and most scientific method of cleaning 
store. The vacuum cleaning system. Stand- 
pipes run from basement to top floor at con- 
venient points. On any floor a long rubber hose 
may be attached, and through the appliance at 
the end of this hose a powerful suction, created 
by a vacuum, draws every bit of dirt. You can 
rub your pocket handkerchief over a carpet thus 
cleaned and not soil it in the least. This system 
is used for cleaning carpets and walls and ceil- 
ings. Loeser's has long been the coolest and 
most comfortable store. We are adding to its 
comfort now by making it much the cleanest 
store — even in the face of the most difficult out- 
side conditions. This vacuum and compressed 
air system of cleaning may be applied in your 
own home as well as here in the store. We are 
prepared to take orders to outfit you with a home 
plant — or to send a wagon to clean your house 
completely for a moderate charge. Science is 
doing wonders for comfortable living — for 
sanitary living. And no study or trouble or 
expense is too great if it will keci) this always the 
pleasantest store; if it will add to our possibil- 
ities for good service to Brooklyn people. — 
Frederick Loeser <fc Co., Brooklyn, N. Y. 

Curtains and Draperies 

Cottage curtain in pretty cross striped effects. 
There are no less than thirty designs and com- 
binations of stripes and coloj-ings in this collec- 
tion. Surely you can see no more than this in 
any other store here or in New Yt)rk. Colorings 
to suit any room, no matter what your decoi-ative 
scheme. These striped curtains are fine for 
windows or doors, and they may be had in many 
different weaves, including snowflake and shaki. 
There are also stripes and grounds of cream, 
blue, red, rose and green. — Ilahne & Co., 
Newark, A^. J. ' 

Simnner portieres and draf)eries make your 
rooms cool and inviting with the added distinc- 
tion of grace and I^eauty, and are, therefore, 
almost indispensable with those whose homes 
are dressed with an air of elegance. Of all 
summer curtains, portieres are the real, ideal 
summer draperies, because they arc the coolest, 
cleanest and most graceful of all. We have 
inanj' beautiful patterns fiom which to select 
at prices within the reach of all. — Kaufman's, 
Trenton, N. J. 

The magnificent values we are offering in lace 
curtains have kept this de})artment busy with 
us. The values are exceptional, and the pat- 
terns unusually ])retty. See these great sj^ecials 
for to-day's selling. — Sullivan's, Springfield, 
Ohio. 

Splendid range of Swiss Curtains from $2.50 
to $50.00 i)er pair. Our elegant curtains in 
Swiss are cxce])tionally attractive. The hand- 
some designs are offered in a big variety of the 



INTRODUCTIONS AND STORE LOCALS 



477 



smartest and newest ideas, eloquently expressed 
in the finest degree. The weaves are prettily 
interlaid in firmest texture with the matchless 
designs. You must see our Swiss lines. The 
most elaborate and intricate patterns — marvel- 
ously beautiful — must be really seen, though, to 
obtain any kind of correct impression of the true 
loveliness of these exquisite goods. — Hudson's 
Bay Comjjany, Winni2)eg, Can, 

Dentistry 

Really fine dentistry is not found on the bar- 
gain counter. For satisfactory, durable work 
you have to look up the dentist who has the 
practical experience, the scientific knoAvledge, 
the expert skill to do satisfactory work. Backed 
by fifteen years' practical exi^erience, the Belding 
style of dentistry has stood the test. Your 
friends will tell you that our equipment — our 
service — and prices are right. — Belding, the Den- 
tist, Rochester, N. Y. 

Dental hints. Our artificial teeth are like 
your own, only they do not ache. For health 
you must have good teeth. We use the best 
materials and workmanship. Painless extrac- 
tion and work guaranteed, Cleansings and ex- 
aminations free. — Dr. C. C. Smith, San Ber- 
nardino, Cat. 

Our plates fit perfectly and have a natural and 
lifelike appearance. If your plate is loose we 
can make one which will satisfy you. Our 
specialist is the best in Canada and can supply 
you with a piece of crown and bridge work 
which will be beautiful in its appearance and 
good for a lifetime. Our fillings stay where we 
put them. Our extracting specialist can re- 
move any tooth you bring along and use methods 
which make it absolutely painless. — New 
Method Dental Parlors, Winnipeg, Can. 

Drugs 

Good grooming of the hands. To have beau- 
tiful finger nails does not mean that you must 
have them attended to each time they need it, by 
an expert. There is a lot of nianicuring you can 
do yourself. Go to an expert once every now 
and then and the balance of the time take care 
of youj- finger nails yourself. You can buy all 
the necessary implements from us. We carry 
a full line of scissors, curved or straight; files of 
all sizes, also buffers. We have the paste and 
})owder finishings. C'ome and examine {hem — 
you will save money in the end. — W. D. White & 
Co., W'illces-Barre, Pa. 

Prescriptions compounded by us are abso- 
lutely according to tiie physician's orders. They 
are double checlced and none but experienced 
pharmacists are here to prepai-e your prescrip- 
tions. — Waldn.n, Denison, Texas. 

Rexall cold cream is the best for sunburn. 
It takes the burn right out, soothes the skin and 
leaves it soft and cool. Nothing better. Don't 
be afraid of "Old Sol." Defy him with Rexall 
cold cream. — Kingston, Denison, Texas. 

Who puts up your prescriptions? Is the man 
who compounds your prescriptions as competent 
in his line as the doctor you employ is in his ? He 



should be. If you employ a high-priced, expert 
architect to draw plans you certainly wouldn't 
let the contract for building out to a third-rate 
builder. Isn't health and life even more im- 
portant than a house.'' Prescriptions brought to 
our dependable stores will receive the attenlion 
of thoroughly educated pharmacists — men who 
are not only graduates, but who have had 3ears 
of pharmaceutical experience. Our prices aie 
just as low as the service is reliable. — The Gcr- 
don-Mitchell Drug Co., Winnipeg, Ca7i. 

An ocean plunge would be real refreshing 
and invigorating this warm weather, woukn't 
it? Get some of our Woodland Violet Sea Salt 
and have your sea bath at home. This is genu- 
ine sea salt, too. The same that's in the ocean 
water — it's the residue from evaporated sea 
water, perfumed with woodland violet. Very 
refreshing and invigorating. — Hanna, Den ison, 
Texas. 

A summer comfort. Deutsch's antiseptic 
cream is the best friend of the autoist, bathei. 
golfer, tennis j^layer and all who are apt to be 
bothered with sunburn. It cools and refreshes 
the skin and quickly restores it to normal con- 
dition. — Deutsch's, Cleveland, Ohio. 

In medicine be careful what you buy and 
where you buy it. It is not only important tliat 
you get the best values, but also that you get 
goods that give you satisfactory results. We 
have a reputation for furnishing satisfactory 
and reliable goods. — Mason & Beach's Drug 
Store, Boy City, Mich. 

]3uy your drugs right. Helps for house- 
cleaners at money saving prices. By our careful 
buying we are able to make low prices on chug 
store goods. Druggists wlio buy only when they 
need the goods are obliged 1o pay the price then 
asked or else be out of an article. \^ e buy when 
we can get low prices wliether we have a stock 
on hand or not, providing of course, that it is 
something that will not deteriorate. We can do 
this because the output is large and rapidly in- 
creasing. Instead of holding our goods for 
more profit we give our customers the benefit. 
Here are some money savers w^hich will make 
house-cleaning much easier. — Herpich, Colum- 
bus, Ohio. 

Furniture 

Values extra good in bedsteads. Good for- 
tune has certainly treated us with her sunniest 
smiles in a recent purchase of bedsteads — 
though we had to fight for it. We have been 
"dickering" with the manufacturer for months 
to close a deal for bedsteads at last July's prices 
— and landed him. Bedsteads you know have 
taken a big jump upward since then. — The T. 
Eaten Co., Winnipeg, Can. 

The Green Room. Nor would a word about 
our household goods sections be well said unless 
the green room was mentioned. No Kansas 
Cityan should build and furnish a home without 
taking the green room into consideration. Filled 
to the full with beautiful and artistic furniture 
of the more expensive sorts, the product of 
master workmen, this room should furnish at 
least one piece for the humble cottage or whole 
suites for the mansion. We invite you to a 



478 



HOW TO ADVERTISE A RETAIL STORE 



promenade through the green room. It will be 
a pleasure to you as it will be to us to simply 
show you through. No need to buy. Just 
come to look. — Emery, Bird, Thayer Co., Kan- 
sas City, Mo. 

Furnishing the home for warmer days. First 
thing we know there'll be a plunge right into 
summer heat. Why not be ready for it.^ Every 
day brings the necessity for preparing the inter- 
ior of the home for warm weather nearer, mean- 
while — even though you may not have any 
thought of buying — we want to urge upon you 
the welcome this store extends to visitors. We 
want you to feel just what satisfaction it is to us 
for you to compare our kind of home furnish- 
ings with those of the average stores. We want 
you to know by examination that this is the real 
home for best furniture, mattings, carpets, bed- 
ding, etc., and then when the time comes to buy, 
you're sure of a place where everything will be 
to your satisfaction. — Gately & Hurley Co., 
Camden, N. J. 

Perhaps you have never thought about it be- 
fore, but it is a fact that as much art can be 
shown in fashioning wood into furniture as in 
painting or in sculpture. Our stock comes from 
the best makers w^e know — makers who employ 
the best fingers money can hire. As fast as a 
new idea in furniture is brought out we get it. 
Our purpose is to keep right in front of the })ro- 
cession. We have the stock, ability and the 
wilhngness to give you the best service. Our 
prices are no higher for the best fm-niture than 
the nex-t best costs elsewhere.— Helmes Bros., 
Albany, N.Y. 

Our hue of combination book-cases are worthy 
of a careful inspection by all who are intending 
to purchase one. They show the result of 
careful buying and best workmanship. The 
prices as you know are the lowest. — Peu'ple's 
Furniture Co., Decatur, III. 

Don't l)e tied to your kitchen. Don't spend 
the l)est hovn-s of the day slaving at kitchen 
work until you liave no time left for other things. 
A Hoosier kitchen cabinet will do away with 
kitchen drudgery — enables you to ])rej)are the 
three daily meals and clear up in lialf the usual 
time — with half the usual )a})or. Come into our 
store this week and see the great line of Hoosier 
kitchen cabinets. The greatest convenience 
ever devised to lighten a tired housekeejier's 
labors. Eight dilVerent styles — prices to suit 
all purses. Don't miss the great Hoosier kitchen 
cabinet display at our store. It's of vital interest 
to every housekeeper. — Day Carpet & Furniture 
Co., Peoria, III. 

A pretty table of modern construction makes 
the grejitest ditl'erence in the appearance of a 
room. The solidity, the attractiveness and 
general appearance of our tallies will delight 
every caller. Handsomely designed and l)eau- 
tifuUy c;arved, the tables we sliow are a picture 
to look at. Housekeepers are advised to look 
over our offerings and rp])]ace the ]>resent old- 
styled table with one of our new ones. Om- easy 
payments will help you. — Gatehfs, F.lmira, N . Y . 

Office furniture. The finest line you'll see 
anywhere. We fit U]) the plainest office to the 
most imposing. We have the Peoria sale of the 



best desks made in the country — oak and mahog- 
any, as finely finished on the ends as in front. 
We aim to have a fine quartered oak, fifty-inch 
desk as a leader at all times for business men 
who want substantial work and good polisn 
without much expense. — Schipper & Block,_ 
Peoria, III. 

Genuine old hickory furniture is good furni- 
ture, and the very best for all outdoor use. For 
a few days we propose to show just how this 
furniture is made, by constructing a number of 
pieces in one of our large display windows, which 
we shall convert into a fully equipped workshop. 
Old hickory furniture is made entirely by hand, 
and is the most comfortable, durable and ap- 
propriate for exterior use. We carry a large 
line, embracing a wide variety of pieces, which 
cover practically every purpose in this direction. 
Genuine old hickory furniture is the most 
practical and most economical for the uses for 
which it is intended, and no home, especially 
in California, can be considered complete with- 
out its representation of old hickory. — Barker 
Bros., Los Angeles, Cal. 

Gas and Electricity 



Real economy may be efi'ected and thorough 
comfort obtained during the summer months if 
a gas range and gas water heater is obtained. 
The ordinary coal stove makes much discomfort 
from smoke, dust and ashes, let alone the heat, 
whicli the gas range overcomes. Plione us, and 
our salesman will call and explain all al)()ut cook- 
ing with gas. — Gas Appliance Co., ^Uhany, N. Y. 

Call a halt. Make them stop a miiuite and 
look in upon your wares; every one that passes 
your store at night might help your profits if your 
windows were better lightetl. The gas arc lamp 
gives the most of the best light for the least 
money. — Detroit City Gas Co., Detroit, Mich. 

When you travel, do not fail to put into your 
bag the little electrical conveniences to which 
you are accustomed at home. They will do 
much toward relieving discomforts of the jour- 
ney and safeguard you against illness or fatigue. 
They can be packed in very little space and 
weigh lightly. These portable devices include 
a tiny stove weighing less than three pounds and 
measuring as little as 3} x .5 inches. Tlie cup 
holds 1 } ])ints of })eef tea, hot watei-, coft'ee, milk 
or gruel — warmed or cooked in a few minutes. 
The electric fiatiron is another great convenience. 
As a safeguard against sudden illness or ])ain, 
the warming pad is indisixMisable. In slee])er, 
on shipboard or at hotels these devices are easily 
available by attaching the cord to any lamp 
socket, when needed. — The Ilium inafing Co., 
Cleveland, Ohio. 

The shrewd business man sees an intimate 
relation between \\\e comfort of his employers 
and the dollar mark. One or more electi'ic 
fans in yoin- office, store or factory will soon re- 
turn the investment in increased and better work 
on the part of em]iloyees. We can supply your 
wants from the most c<)ni])lete stock of <^lectric 
fans in Ohio. — Enter Electric Co., (Icrcland, 
Ohio. 



INTRODUCTIONS AND STORE LOCALS 



479 



Go-Carts 

Come and see the difference in go-carts. 
When you come to look over the immense hne 
of go-carts and baby carriages, you'll be able 
to see the real perfection in manufacturing, and 
it's all in the "making" and materials whether 
you get your money's worth or not. We'll show 
you the best go-carts built — we'll show you 
every modern device for durability and comfort, 
and the prices are sure to be within the reach of 
all— Hurleij-Tobin Co., Trenton, N. J. 

Baby's trip around the block. Baby's best 
outing days come with the month of May and a 
trip around the block in a Doyle carriage, peram- 
bulator or go-cart brings very real returns in 
Itealth and good nature. Our new spring lines 
of juvenile wheeled goods are the handsomest 
you ever saw, and a look at them will do both 
you and the baby a world of good — so also will 
our fairest of prices and terms. — 31. Doyle's Soils, 
Troy, iV. Y. 

Statistics show that the population of Lansing 
is increasing in the good old-fashioned way. 
With all due appreciation of the efforts of our 
Business Men's Association, we most heartily 
crown the Stork king. This is a Rooseveltian 
era, and our progressive city has added many 
little jew^els to its crown during the past few 
months. We all love babies, and every mother 
loves her baby best, and loves that baby better 
if she can show it off in a nice new baby carriage. 
We appreciate this fact and have anticipated 
the coming of the stork. We have secured the 
most handsome line of baby carriages ever shown 
in this city. We feel that nothing is too good 
for the babies. We strive to please the mothers, 
the queens of this glorious country. — The IToiv- 
ard Furniture Co., Lansing, Mich. 

IIaI5ERDASHERY 

New spring styles in Chiett, Peabody & Co.'s 
men's shirts. This is the most popular line of 
all. The complete s])ring stock is now on dis- 
jjlay and sale. The line includes all that is new 
and up-to-date in styles. They come in plain and 
negligee coat, pleated fronts, with either separate 
or attached cuffs. A fine assortment of colors 
and plain self -figured effects. Oxford cloths, 
in plain blues, tans and pinks. Black and white 
stripes, dots and figures. The men are invited 
to inspect the line. — The Joslin Dry Goods Co., 
Denver, Colo. 

Astronomers on Mars probably wonder what 
makes tlie great black mass on this side of the 
earth. It's the umbrellas! What a flock of 
blackbirds rainy weather makes of America's 
millions! But it's a coinfort to be under the 
black spot when it's drizzling. If you're short 
an umbrella, here is supply enough, at prices lov/ 
enougli. — Schipper & Block, Peoria, III. 

Saturday afternoon and evening you have a 
little time on your hands. You require a little 
sorting up in your furnishings or maybe a suit. 
You are a little doubtful vvhere to go, don't 
trouble any longer but come and let us be friends 
at once. Twentieth century clothing you know 
is the best ready to wear garments on the market 
to-day. Seeing is beheving. "Don't come here 



first but don't buy before you do come here." 
A shipment of four-in-hands has reached us 
this afternoon by e.vi)ress, the very last colorings 
and designs with fancy leaf pattern. See then;. 
— Hy7idinan & Co., Winnipeg, Can. 

Buy an umbrella now. TImbrellas are as 
necessary in their way as bread and butter. 
The time to buy an luubrella is when you can 
get a good one at a saving — to-morrow, here; 
and it will be an exceptionally handsome one 
if you select from the silk umbrellas specially 
priced at $'>.00, among which is a large assort- 
ment of fine sample handles. — Strav-bridge & 
Clothier, Philadelphia, Pa. 

Choice haberdashery for all occasions. No 
man's dress is complete unless his furnishing 
wearables are in keeping with correct stAde. Ac- 
cording to these recjuisites he can either add or 
detract from his appearance. Gentlemen, you 
won't go wrong if you come here for your fm-- 
nishing wearables and your clothing as well. — 
Breinig & Bachman, Allentown, Pa. 

Hardv^^are 

"Auto-spray." A self -operating or auto- 
matic sprayer. Galvanized steel and solid brass 
or copper used with 4-ply rubber hose — nothing 
to rust or corrode. Eight to ten strokes of 
plunger in air chamber will compress enough 
air to make a continuous spray for ten minutes. 
This means that the sprayer can be charged in 
fifteen seconds, when it will work uninterruptedly 
long enough to spray a quarter-acre of potatoes. 
For spraying tall trees, we furnish brass exten- 
sion piping in 24-inch lengths, each fitted with 
coupling.— Cadavell & Jones, Hartford, Conn. 

Y'our refrigerator need not be an expensive 
one in order to be a good one. Some of the 
highest priced refrigerators in the trade are 
practically worthless as ice preservers. It is 
possible to produce a good I'cfrigerator at a very 
low price, and we have demonstrated this in the 
celebrated Mascot. This handsome refrige- 
rator has a fine hard \\ood finish, is very roomy, 
yet compactly built and lined with a patent 
filling controlled exclusively by the Ranney 
Refrigerator Co., making the most perfect in- 
sulation known to science. They come in either 
zinc or enamel lining, have removable tanks and 
racks, automatic drip traj) and are trimmed with 
heavy brass castings. All styles are here, and 
the ]-)rices start at ^4.95. — Prince Furniture Co., 
Allentonm, Pa. 

A reliable range. "No better made" than 
the Magee is the testimony of instructors in 
cooking and domestic training schools. The 
heat is evenly distributed under and about the 
oven and the oven is thorouglily ventilated. 
This is but one of the many excellent qualities 
of the Magee Range. Call and let us show 
them to you. — The Barlow Bros. Co., Watcrhury, 
Conn. 

Cook stove troubles are satisfactorily over- 
come by installing a Kernan Welcome range. 
This triumph of stove making, bakes and cooks 
to the satisfaction of the most critical, at the 
same time consmning the mininmm amount of 
fuel. Call and see it. — Kingsley, Utica, N. F, 



480 



HOW TO ADVERTISE A RETAIL STORE 



When anything good is newly put npon the 
hardware market, this store is always prompt 
to show it. In every line of goods handled here, 
the most in] proved products of the most pro- 
gressive manufacturers are liberally provided 
for our customers. Get acquainted with 
Pueblo's best hardware store. — J. M. Killin & 
Co., Pueblo, Colo. 

Yes, sir; we have watering cans. All kinds, 
all sizes, all prices. We have them of tin and 
galvanized iron. Small sizes for children, large 
ones for the gardener. Remember! Every can 
we offer you is made for service — not a toy — 
The Tracy, Robinson & Williams Co., Hartford, 
Conn. 

Frigid ice cream freezers are the real wonder 
in Freezerdom. They freeze the most delicious 
quality of ice cream. Does the trick in four 
minutes. Require less salt and less labor than 
any other. Any one can successfully operate 
them. Any part that may become worn, lost or 
broken, can be promptly replaced. With good 
care will last for years, and even when neglected 
and abused it will outlast any other. The tub 
is waterproof and water-tight. The can and all 
parts coming into contact with the cream are 
heavily coated with block tin. — Bush & Hand- 
werk, Joliet, III. 

And those screens not up yet.'^ Perhaps you 
need new screen doors and windows and the fact 
that the flies are only now putting in their ap- 
pearance has caused you to delay in the matter 
of selection. It will be to your interest to come 
to this store and see the line of screen doors and 
windows which are being shown. The price is 
so much lower than what you would have to pay 
for those made l>y the carpentei-s that you can't 
aiford to parley. We ^^'ant to show you tliese 
screens to-day. — Keatinc/s, Ottumiva, la. 

Hats 

A suj^erb collection of new summer straws. 
It will be gratifying to the man who wants a 
straw hat correct in style and motlerate in i)rice 
to know tliat there is one store in the city tliat 
is offering just such hats, and that is this one. 
Our showing for this season is without doubt 
one that is u\) to the standard in every particular. 
We warrant you will find them every one the 
best that your money can possiljly buy. — The 
Buckeye Hatters, Springfield, Ohio. 

Fashion says: A fancy hat band on the hat; 
men welcome it. It gives them a chance to show 
a cheerful bit of color in their dress. Dashing 
color effects for college (•ha})s and young men, 
neat gray effects for conservative men. (Jhoose 
your hat band as you would your tie, to please 
your fancy, suit your comi)lexion or go with your 
clothes. Styles change in hat bands as in every- 
I'liiig else. Better find out what they are. — 
Dineen's, Toronto, Can. 

Correct hats. It's in the hat where the finish- 
ing toucli to a man's attire is given. A wrong 
shape, bought without attentioji to the contour 
of one's face, can spoil iin othei'wise perfect 
outfit. Our exjjerts pay close attention to all 
details, with the result that where they sell a 
hat that hat seems ixs if it was made especially 



for the buyer. Newest and best shapes. — J as. 
Meyers & Sons, Salem, Ore. 

A simple straw hat problem. Which had you 
rather have, a straw hat that keeps its shape well 
all through the season or one that wilts and 
droops if you get out in the rain a little .? Glue 
and dressing make a hat look "fine and dandy" 
when you see them in a show case, and if that 
was their mission it would be as well. But Levy- 
stein knows how much a straw hat has to go 
through. Levystein's hats will stay with you. 
Prices $1.50 to $12.50.—/. Levystein, Mont- 
gomery, Ala. 

Dress right for summer. You will be fixed 
out right with a Washington suit and a Stetson 
hat. They look right and stay right. — Rudolph 
Anker, San Bernardino, Cal. 

Panama straw hats. The most durable as 
well as the most comfortable hat ever made for 
man. It's the ideal hot day stylish hat. Easily 
cleaned and re-shaped, making them the eco- 
nomical hat to buy. "The store of the Stylish 
Hat." — Brown, Winnipeg, Can. 



Jewelhy, Watches, Etc. 

Our repair department is also in charge of 
experts. If you have a watch or clock that is not 
keeping good time, or silverware or jewelry of 
any kind that is in bad order, bring or send it to 
us. We will re]:)air it skillfully and promptly. 
All work guaranteed. — L. B. Moore, Denison, 
Texas. 

Cut glass for wedding gifts. Be very carefnl 
selecting cut glass for weddi^ig gifts. There is 
a gre;it difl"erence in cut glass, the cheap cut- 
tings being neither artistic nor desirable. Our 
cut glass is cut lr)y the highest grade cutters in 
this country. The cuttings are exquisitely done, 
and wonderfully polishetl. And yet our prices 
are not in excess of those asked for ordinary and 
inferior cutting. — C. H. Case & Co., Hartford, 

C 07171. 

Purchasing jewelry is largely a uiatter of con- 
fidence. We guarantee ev(M-y aiticlo wc> sell to hv 
just as re})resented. Our line vas bought with 
gi'eat care, in order to give our customers tlic 
best values possible. You can buy and safely 
and riglit at this store. — Jno. J). Crcene & Co., 
Utica, N. Y. 

Fine gokl-filled jewelry. Because we so })er- 
sistently advertise and push solid gold jewelry 
we do not want to leave the impression that we 
do not carry the cheaper goods as well. 'J'he 
fact is ours is by far the largc^st stock of fine gold- 
filled jewelry in this district. We say "fine 
gold-filled" because we do not wish it con- 
founded with the "cheap" gold-plated jewelry 
you so often see advertised. This we do not 
carry. Nothing has a i)lace in our stock that we 
cannot thoroughly guarantee. No one has yet 
got a poor piece of goods at Munro's. If for 
any reason an article^ ))urc-hased here does not 
prove satisfactory and all we claim for it, we arc 
more than pleased to exchange it or to refnnd 
the money paid. We are not doing business 
for to-rlay, but building for the future. — Geo. K. 
Munro, Je'weler, Grand Forks, N. D. 



INTRODUCTIONS AND STORE LOCALS 



481 



Watches that make good. We pick our 
watches from the best made. The movements 
are selected because of their kno\'SMi accuracy and 
rehabihty. We sell the Fatek-PhiHppe move- 
ment for the reason that we can depend upon 
its giving positive satisfaction — we know it will 
make good all that we claim for it. Patek, 
Philippe & Co. in the yearly timing contest, 
Geneva, win more prizes for best running- 
watches than all other makes. Only agent 
here. — C L. Ruth & So7i, Montgortiery, Ala. 



Laundry 

A full dress occasion makes superior laundry 
work absolutely essential — that shirt front with 
the swallow-tail must be spick and span. If you 
have the least care for your appearance you will 
make no miss by putting your linen into our 
careful hands. Par excellence laundry work 
here. — The Gasner Laundry, Schenectady, N. Y. 

Slightly disabled. A man with badly laun- 
dered linen always feels as though he owed an 
explanation and an apology to all mankind. Our 
customers never feel that way. We have every 
modern device that is necessary to do the very 
best work, and our employees are the most 
skillful money can hire. Let us attend to your 
laundry and your linen will never be in an apolo- 
getic condition. — Lone Star Laundry, Denison, 
Texas. 

A wing point collar that's not properly laun- 
dered is a very uncomfortable thing to wear. 
Bending the wing over breaks the linen where it 
folds and makes a rough place to irritate the 
neck — unless the seam is evenly and carefully 
dampened, the wing carefully turned and ironed 
down smooth. We do these things by hand, 
and do them right. — New Method Laundry, 
Winnipeg, Can. 



Men's Clothing 

Anybody can make clothes. It takes brains 
to make the clothes we sell. Talent with needle 
and shears directed by intelligence, ripened by 
years of knowing how, has given these clothes 
the si^de and distinction which has won them 
fame and following among good dressers. — H. 
G. Lake, Rome, N. Y. 

Clothes made right will look right. There is 
no use trying to have poorly made garments look 
right. And there is no necessity in experiment- 
ing with clothes that are constructed of cheap 
material and put together in an unskilled man- 
ner. Just come in to our store and get fitted out 
with one of the many different styles of suits built 
by the makers of the best clothes in America — 
Hart, Schaffner & Marx, and you can feel certain 
that you are fitted out in the latest and best. — 
J. F. Holmes_ & Co., Fargo, N. D. 

Grace of line that stays with you. What a 
fresh charm has the new blue serge or tropical 
worsted two-piece suit. But what greater charm 
is commanded if it doesn't change as you wear 
them. "Ah! that's the rub." That's why the 
prices of some suits that look so smart are so re- 



markably low. We'd rather use our knowledge 
and energy to find you great values to sell for 
little, than to foist something cheap upon you, 
just because we had the chance. — /. Levysiein, 
Montgomery, Ala. 

Hundreds of stylish summer suits. A most 
attractive collection of summer suits for -men, 
young men and youths — two and three-piece 
styles. There are flannels, fancy worsteds, vel- 
ours and cassimeres — a broad range of popular 
patterns to choose from, including checks, plaids, 
mixtures and plain grays. The coats have 
broad bottle-shaped shoulders — cut loose and 
flaring over the hips; just the proper length. 
The trousers are perfectly shaped, and some 
fitted with belt loops and cuff bottoms. Any 
necessary alteration will be made free. These 
are our regular $15.00 and $12.50 suits, and 
you'd pay at least $5.00 more for the same class 
of goods in the exclusive shops. On sale Mon- 
day on the third floor. — Bullock's, Los Angeles, 
Cat. 

Here are suits that will put one in touch with 
the opening spring. In one of these suits you 
can branch out, and increase your sphere of 
influence, because they prepossess people in your 
favor. Clothes have more than a passing in- 
fluence — they make a direct impression. Make a 
good impression with one of our $20 gray sack 
suits — you can do it! — Wells & C overly,^ Troy, 
N.Y. 

Merchant Tailoring 

New line of men's suitings. Nothing I can 
say about my new line of spring goods is half as 
convincing as what the line says for itself. I can 
show the best selections of what is prevailing 
fashion in weaves and colors for this season,— 
Block, Sacramento, Cal. 

A tailoring combination. We take the meas^ 
ure, Kahn Tailoring Company makes them — 
the cleverest clothes on man that possess true 
character. Could there be a better combina- 
tion? All the latest weaves, patterns and cuts 
are also combined to insure correctness. $15 
and upwards. Better order to-day. — J. LI. 
Eleazer, Columbia, S. C. 

Won't you let me prove to you that I can 
make you the best fitting suit you ever wore.^* I 
say to you right at the start what I can do — then 
if the suit isn't all you think it ought to be, why, 
it's my suit and not yours. Suits, $30 to $60. — 
Cassady, Montgomery, Ala. 

The tailor who knows how to make correct 
clothes — and make them to fit — is the one who 
should make your clothes. We know how be- 
cause we have had twenty years' experience in the 
cutting and tailoring business. We know how 
to fit you and know when your clothes are made 
correctly. That's us. — L. P. Kuhn, Llarrisburg, 
Pa. 

Good tailoring. There is no substitute for 
good tailoring. A suit is either right or wrong. 
To be right the greatest thought and skill have 
to be put into the most minute detail. Come 
and let us make you a perfect suit. That is the 
only kind we make. — Geo. Clements & Son, 
Winnipeg, Can. 



482 



HOW TO ADVERTISE A RETAIL STORE 



Millinery 

Popular trimmed hats. One of the most 
notable features of this store is its miUinery 
show. It has been the object of the manaoe- 
ment to make this department the popular 
millinery exposition par excellence of Youngs- 
town. How well they have succeeded may be 
judged by the vast crowds of purchasers seen 
daily on our floor. Here style, elegance, beauty 
prevailing — popular prices are paramount. — j\Jc- 
Kelveifs, Youngstown, Ohio. 

With the return of our millinery buyer from 
Paris we announce a special showing of millinery 
attractions. It could not be otherwise, because 
the very inspiration of the return from an ocean 
voyage and with the bubbling over of ideas, 
events must take shaj)e at once. To-morrow we 
invite you to a field of new operations and new 
plans. Perhaps the first in order are the early 
spring styles, not only for the trip South, but 
for the varying weather which obtains in Brook- 
lyn this winter season. — A. D. Matthews' Sons, 
Brooklyn, N. Y. 

We are very desirous that you come in and 
see our line of millinery. We haven't had as 
fine a line before, nor do we believe that any 
other house can show as complete a line now. 
Many of our hats are direct importations. They 
are all that beauty, style and fashion can make. 
In addition to being the models of fashion they 
are very low priced. — Tlie Bouiand, Morehouse 
& Martens Co., Columbus, Ohio. 

Musical Instruments 

We give the best of piano value in the Keller 
Bros.' pianos at our prices of $250.00 to $300.00. 
These instruments have a pure singing, sympa- 
thetic tone, an easy, responsive action, are in 
beautiful cases, are warranted for ten years, and 
we sell them on easy jiaymcnts, if desired. One 
will do himself an injustice if he buys clsewhei-e 
before giving these pianos a thorou{>h examina- 
tion at our store. Call and see them and our 
other makes of pianos at from $.>()0.00 down to 
$225.00.— Geo. E. Snedeker & Co., Trenton, 
N. J. 

You will want a Kimball j^iano when you 
hear them.- The painter has only to rej)roduce 
and recombine nature as he finds it, to be ac- 
counted great. The |)iano maker's art — true 
tone harmonizing — finds little in nature to re- 
j)roduce. I*oets and prose writers sing of 
nature's music, but there is no nnisical harmony 
in nature equal to the harmony you will find 
in the Kimball piain). "The tone is rich, full, 
melodious and sweet, the scale is even and free 
from breaks." Ah! There is the meat of the 
whole subject, quoted from the award given the 
Kimball piano at the World's Ex|)ositi()n by the 
greatest musical jury that ever deli})erate(l on a 
musical subject. Our j)rices on the Kimball 
always satisfy, quality considered. Some bar- 
gains in our exchange department. — W. W. 
Kimball Co., Des Moines, la. 

If it puzzles you to know what to do abont 
buying a piano, let us give you at least this much 
advice: Be as particular about the kind of seiT- 



ice you are going to get ajter the piano is in 
your home as you are about the quality of it. 
Good pianos plus good service — both the kind 
you can rely upon — are what we take pride in 
selling. — The Hart Piano Co., Cleveland, Ohio. 
Piano storage, guaranteed fireproof, only $1 
a month. If you are going to put your furniture 
in storage this summer, safeguard your piano by 
our expert service. If your piano needs any re- 
])airing, we make specially low prices for work 
done in the summer and charge nothing for 
storage. — The Sterling Piano Co., Brooklyn, 
N. Y. 

Optic.1l Goods 

Beauty, style, quality, are combined in our 
new "Bisight" lens for both distance and read- 
ing or sewing, no matter what the age. It is the 
newest product of the spectacle makers' art, the 
only bifocal Jens without dividing lines or pieces 
pasted on. Be sure to ask us to show you the 
"Bisight" before you decide on ordering bi- 
focals. We've pleased many of Fresno's best 
people; we can please you.— J. M. Crawford & 
Co., Fresno, Cal. 

Just a word about your eyes. Are they all 
right.'' See as well with one as with the other? 
See as well if a pa]:)er is next to yoiu- nose as if you 
sight a man a block away? Yes? Then you 
don't need our help. But if your vision troubles 
you, you will be the gainer if you get our free ex- 
pert examination and follow our advice. — Fred 
D. Farmer, Saginaw, Mich. 

If you are thinking of buying new glasses or 
having your old ones repaired bear in mind these 
few valuable suggestions: We use only the best 
lenses, the best material. We make all our 
s])ecial lenses on the premises. We employ only 
skilled labor. We dispense high-grade goods at a 
low price. Try us. — The Plarvey & Lewis Co., 
Opticians, New Haven, Conn. 

Glasses will relieve headache. In nine cases 
out of ten headache comes from the eyes. In all 
such cases ])roperly fitted glasses will at once 
relieve the strain and jirevent headache. If you 
sufl'er fi-om lieadache have your eyes examined. 
I guarantee correct glasses in all cases where 
needed. — M. L. Poux, Leading Optician, Spo- 
kane, Wash. 

Where eye troubles begin. Most eye troubles 
begin in childhood. A little abuse, a little 
strain early in life, means iiincli more after ma- 
turity. The shghtest synijitoni slionld be l()ok(Ml 
into. School children should have every ad- 
vantage. Usually if glasses are prescribed in 
time, actual disease is ])revented, and they can 
be discarded as the child grows older, lienieni- 
ber, we are here to stay, so if glasses are not right 
they can be made so. Examination free. — 
Rushmer's, Pueblo, Col. 

Paints 

Paint talk. If a building in need of paint 
merely looked shabby, that would be suflicient 
to demand attention, for the careful habits which 
bring prosperity do not go with shabbiness. 
When it comes to the buying of ]mint, be warned 
against the "saving" effected by false economy. 



INTRODUCTIONS AND STORE LOCALS 



483 



It's a good sign to find the word Atlas on your 
paint package, $1.60 per gallon. — H. M. Hodges 
& Bro., New Haven, Conn. 

You certainly want the house to look nice 
when you greet your guests, so they can bear 
away a pleasant impression of the quiet elegance 
of your home. It's wonderful what a work of 
transformation is accomplished by paint for 
doors and trimmings, varnish, stain or wax 
for floors, oil for banisters, etc. Just look at our 
list of house improvers and give yourself a treat. 
— Riter Bros. Drug Co., Logan City, Utah. 

A pointer on paints. The best house paints 
are made from pure white lead, oxide of zinc, 
groimd in pure linseed, turpentine dryer, with 
the necessary coloring matter and absolutely 
nothing else. Our paints are made from only 
these ingredients — see our guarantee. When a 
dealer offers you a combination paint with a 
fancy name, require him to state definitely what 
else it contains beside lead and zinc. — Jones & 
Dillingham, Spokane, Wash. 

Our paints have great covering quality. They 
go further and last longer than any wood or 
metal protectors and beautifiers of which we 
have cognizance. That's not accidental — it's 
simply because the manufacturers we represent 
make honest paint, content with regular custom 
at fair profit, instead of trying to make it all by 
asking low prices for shov/y, but unsubstantial 
paints. — J. J. Hockenjos Co., Newark, N. J. 

Photos 

Photography is an art, and as I so consider it 
no work is turned out of my studio that will not 
pass criticism from an artistic standpoint. My 
apparatus is expensive, modern and up-to-date. 
My studio is so arranged that effects only to be 
found in modern studios may be had. I call 
attention to the fact that I make a specialty of 
view work. The photographs for most of the 
cuts in this issue were made by me. — Rabe, Lo- 
gan, Utah. 

The quality and beauty of our photo work 
has found favor in the public eye for over a 
quarter of a century. We are prepared to do 
better work and give you more value for your 
money than ever before. Give us your spring 
work early. — The "Cresf^ Studio, Lexington, 
Ky. 

Salon photographs. Real works of art. 
Photographs taken here are intended to gratify 
you. Our dominant feature is the desire to 
satisfy, and to obtain that end we spare no pains. 
You get perfection in photography from — Steele 
& Co., Ltd., Winnipeg, Can. 

A good word is heard on every side about the 
photographic portraits from the Packwood 
Studio. The grace, ease and naturalness of the 
pose delights the sitter. The artistic elegance 
of the finished print satisfies the most fastidious. 
Have you seen our recent work.'^ — Packwood 
Studio, Ottumwa, la. 

Real Estate 

Have you seen those big lots on Shipman's 
subdivision Hamtramck? If not, you better 
hurry, for they are going fast. We give you a 



lot 120-foot frontage for $500, 60-foot frontage 
for $250, including cement walks, water, shade 
trees and sewer; $5 down and $5 per month, 
and will build for you when $100 is paid in. 
These lots are in the growing section of the city 
and within walking distance of the many fac- 
tories around Milwaukee Junction, making you 
one of the best investments of to-day. Come 
out and see for yourself. Take Chene Street 
car to railroad crossing, cross the track, and 
there is our big sign directing you to the property. 
Agents on the ground Sunday. — Underwood & 
Innis, Agents, Detroit, Mich. 

Acre tracts. We are just placing on the 
market several hundred acres of the finest land 
to be found in Spokane county. This land lies 
about one and one-half miles from city limits 
on the new Spokane and Inland Empire Rail- 
road. There are several beautiful sites for resi- 
dences, and with the excellent service on the 
Inland system it is only about a twenty-minute 
ride to and from the city. The only ideal resi- 
dence district for the business man. Can be 
in his office at 8 A. M. each morning and home 
again at 6 P. M. We can certainly suit you. 
Come in and see us. — J. J. Browne, Spokane, 
Wash. 

Invest surplus money in income real estate. 
We can show you bargains in business property, 
flat buildings and houses that will bring you a 
greater income than bonds or stocks, and there 
is no risk of losing your capital. Better than 
government bonds, because they produce a 
greater percentage of income. Real estate is 
the basis of all values. Wall Street juggling does 
not jeopardize your capital when it is invested in 
income houses and lots and farm lands. Let us 
show you what we have to offer. — Schwahn & 
Brater, Saginaw, Mich. 

Shoes 

"As comfortable as an old shoe," is no more 
comfortable than a new shoe from Browning's. 
We fit you to a nicety. Our shoes have dis- 
tinctive character and style. All the new sea- 
son's creations in delightful variety and high 
quality excellence. — Browning's, Columbus, Ohio. 

You'll be glad to see our low shoes. We're 
showing spring Oxfords in the smartest of the 
newest styles. Our spring lines are complete 
to-day — make your selection now, before the 
best lines are broken. Sole agents for Johnston 
& Murphy's famous shoes. — The Gano-Downs 
Co., Denver, Colo. 

Your shoes should be a little fuller in the ball 
and instep during the summer months on ac- 
count of foot expanding. Alco shoes are made 
to your individual measure and provisions are 
made accordingly. If you want to know what 
downright foot comfort is let us build you a pair 
of Alco shoes. Our guarantee in every stitch. — 
Atlanta Leather Co., Atlanta. Ga. 

Grover's soft shoes are especially designed for 
women with tender feet. They are made of 
the very best quality of soft, pliable leather, the 
soles are flexible, and in every way they are 
made to afford the greatest degree of comfort. — 
Schunenian & Evans, St. Paul, Minn. 



484 



HOW TO ADVERTISE A RETAIL STORE 



Properly fitted shoes. Did you ever have a 
pair of shoes that gave you much discomfort — 
were ill-fitting? An ill-fitting pair of shoes are 
not only troublesome but tiiey will not wear 
half as long as a perfect fitting shoe. Here, at 
the Raymond shoe shop, we fit your feet perfectly, 
give you shoes that will please you as to style 
and give you comfort in their perfect fit. A full 
variety of the latest models in both high and low 
shoes for man, woman and child at popular 
prices. We do not sell unless they fit. — The 
Raymond Shoe Shop, JVaterhury, Conn. 

We have so many parents tell us that our 
boy's shoes wear better, look better, and cost 
less than what they have been buying elsewhere. 
No wonder when we have them made, bottoms 
of white oak hand sewed, uppers of gun metal 
calf, box calf or patent colt. Satisfied with small 
profit, we sell a good many pairs — that tells the 
whole story. It's up to you the next time that 
boy of yours needs new shoes to try us. — 
Fischer's, Trenton, N. J. 

The children's feet should be protected this 
wet and sloppy weather. School children are 
bound to get their feet wet; can't hel]-> it. Cough 
syrup and rubbers cost about the same. If you 
prefer the rubbers for the children, bring them 
here. We have everything in the rubber line 
that's worth having. — Morse ct Herridc, Bing- 
hamton, N. Y. 

Stationery 

Visiting cards, monogram dies, engraving. 
We take pleasure in announcing that we are 
now in a position to fill all orders for engraved 
plate work and die embossing with promptness 
and dispatch. Samples now ready for your 
inspection. — //. 5. Crocker Co., Sacramento, Cal. 

Fine stationery, cards and iuAdtations. The 
sami)les of i>a))er, engraving and monogram 
stamping submitted by us are the same in qual- 
ity, style, finish and design as shown by the 
Gorham Company in its establishment. Fifth 
Avenue, New York, and thus places at the dis- 
posal of our patrons the newest and most ex- 
clusive ideas in stationeiy. We are therefore 
enabled to guarantee in the execution of all orders 
for society stationery entrusted to us a jierfec- 
tion not usually obtainable. — Warner's, Fresno, 
Cal. 

Great values in stationery. We never before 
offered such remarkable l)argains in high grade 
stationery as you can buy here to-day. We're 
closing out these lots, and the prices should do it 
to-day. You may not need writing paper or 
envelopes very badly right now, but you're sure 
to need a good deal for summer correspondence. 
The quantities are not large, but while they 
last you can buy as much as you. like and you'll 
pay one-fourth to one-half their regular selling 
price. — Jones Dry Goods Co., Kansas City, Mo. 

Store Editorials 

Facts about advertising. "I have found," 
said a well-known manufacturer, "that adver- 
tising not only increjises the volume of business 
but ft betters the quality of the product as well." 
And he clearly and forcibly proved the state- 



ment from actual experience. The same holds 
true in the retail business to-day. The store 
that does not advertise has no promises to live 
up to. But the business that gives its news to 
the people immediately sets for itself a standard 
which is constantly progressing. Our adver- 
tisements are plain promises given the public to 
supply merchandise of certain quality at certain 
prices. In fulfilling these promises we are con- 
stantly giving better values and better store 
ser\'ice. — The G. W. Robinson Co., Hamilton, 
Ont., Can. 

June brides will find at the house that saves 
you money everything that can be desired with 
which to start housekeeping. We have fur- 
nished hundreds of homes, from the most humble 
to the most pretentious. We are outfit special- 
ists, and can equip your house from cellar to 
garret, with the finest goods at the lowest cost. 
Our credit system is the easiest and most lenient 
in the city, and gives you ample time in which 
to pay for your purchases. If you are con- 
templating buying housefurnishings, investigate 
our low prices, easy terms and many special in- 
ducements and compare them with others. — 
Wallhlom. Furniture & Carpet Co., St. Paul, 
Minn. 

Things to Eat^nd Drink 

Buttercup ])read. There is a secret in mak- 
ing good bread. Not every bread baker can 
make the very best every day. We have the 
secret; that's the reason ^\•\\y our Buttercup 
bread is "made the best it can be every day. A 
good reason why you should buy it to-day, be- 
cause it is the very best every day. Five cents' 
worth of goodness in every loaf. — Springfield 
Baking Company, Springfield, Ohio. 

Purity. A pie can't be good unless it's ])ure. 
It nuist be made of real, genuine materials — 
not from artificial fruit flavors and extracts. 
It's the realness — the purity of INJrs. Wagner's 
home-made ])les that makes them so good. ^ Ou 
can taste the rich, juicy flavor of the real fiuit. 
We are the largest purchasers of choice fruits 
in this market. Means something, doesn't it.? 
Ask your grocer. If he doesn't keep them, write 
or 'phone us and we will see that you are served. 
— Wagner Pastry Co., Neivarh, N. J. 

Help the cook to win greater success in baking 
l)y providing Ceres flour. No other flour con- 
tributes so nuich to good results in baking, 
because no other flour is the equal of Ceres fl(jur 
in quality or purity. Ceres flour always yields 
the lightest, whitest, sweetest and most nutri- 
tious bread. Ask your grocer for Ceres flour 
and refuse substitutes. — Wm. M. Gait & Co., 
Washingtmi, D. C. 

We're ready to furnish your su[)i)lies for your 
New Year dinner of the choicest groceries antl 
the nicest, freshest vegetables the market afl"or<,ls. 
The satisfied expressions on the faces of the 
customers who throng to our store will convince 
you that they have found tlie right articl(\s at 
reasonable ])rices. Give us a trial order that 
you may judge for yourself of the (nuality of our 
goods. You will then begin the New Year 
right by becoming our steady customer. — The 
Dunning Grocery Co., Binghamton, N . Y. 



INTRODUCTIONS AND STORE LOCALS 



485 



Batavia pure food goods. Our large sales 
in this celebrated brand of canned goods con- 
vince us that they are without an equal in the 
city. In order that you may test the merits of 
these goods, we will give another special dis- 
coimt sale on all orders of six or more packages 
bearing the name Batavia. — McFarland & Son, 
Mansfield, Ohio. 

Your food is an important matter — the best is 
none too good. We guarantee to send you 
nothing but what is good, fresh and clean in the 
grocery line. — Lcmtz, Mansfield, Ohio. 

Red Rock. Your doctor will recommend Red 
Rock ginger ale as a delicious, non-alcoholic, 
non-stimulating beverage to drink at home; 
nothing excels Red Rock ginger ale. Add to 
tliis its marvelously beneficent influence on di- 
gestion, and you have the truly ideal beverage. 
Look for the Red Rock crown stopper on bottles 
— it is your only protection. Sold in bottles at 
all groceries, etc., and on draught at founts. — 
Winter, Loeb & Co., Montgomery, Ala. 

Soda water is not all alike. We take especial 
pride in this branch of our business, and give 
it our personal attention. We use pure filtered 
water, charged carefully, and make our syruj^s 
from ripe selected fruit. Ice cream soda with 
fresh crushed fruit, and pure rich syrups. Sun- 
daes which satisfy and quench the thirst, and all 
other summer beverages served at our fountain. 
■ — Britton Drug Store, Trenton N. J. 

Lawson Pink brand canned spinach. We 
have no hesitancy in saying this is the finest 
spinach that comes in cans — and it's infinitely 
better than ninety per cent, of the vegetable 
that comes direct to you from the garden. It is 
absolutely clean. It doesn't taste flat or insipid. 
All the goodness and character of the green 
spinach is intact, and there's no waste whatever. 
Special to-day, t\\'o cans twenty-five cents. Is 
Saturday your corned beef day? If it is you 
should get some of this spinach to go with the 
beef. — IF. W. Walker Co., Hartford, Conn. 

Our fine juicy steaks are fit for a king to eat, 
and then we have any seasoning that a person 
could want. — The Shreeves-Grocery Co., Deni- 
son, Texas. 

Lily brand ham, bacon and lard is not manu- 
factured by the notorious beef trust. It is home 
production, home industry, and is superior to 
every other brand on the market, owing to our 
own personal supei-vision of production. Just 
ask for Lily brand. — Mitchem Bros. & Co., 
Spokane, Wash. 

Just Prairie State coffee. The best flavored 
and purest 25c. coffee on the market. Save the 
wrappers. In buying this cofi-ee you save one- 
tenth of your coffee bill. In this way you re- 
duce your living expenses. Everybody sells 
Prairie State. If your grocer does not, ^Ynte 
us, and we will see that you obtain the coffee. — 
The Grand Forlcs Mercantile Co., Grand Forks, 
N. Dak. 

Maple sugar that is new and absolutely pure. 
We are receiving the same beautiful, soft, rich 
maple sugar from Mr. Cottrell that we usually 
handle. It comes to us fresh about three times 
a week, and is just what we like to sell. Sm.all 
cakes, 20c pound, bricks three to four pounds. 



18c pound. — Newton, Robertson & Co., Flartford 
Conn. 

The best judges of meats in Omaha will tell 
you they never have to complain of getting tough 
meat at our market. We handle only prime arid 
juicy meats — nothing but the best is what you 
get when you leave your order with us. Expei t 
judges are always delighted with the choice cuts 
that we send to their order from our stock. If 
you have never given us a trial better do so. — 
Jos. Bath's, Omaha, Neh. 

Trunks, Bags, Etc. 

Yesterday we went through our splendid stock 
of leather bags and picked out every one that 
showed signs of shop-wear and was at all in- 
jured from display. Of these we found about 
five hundred — and we'll put 'em on sale to- 
morrow in two lots, at sensational bargain 
prices. All are bags of high quality and in the 
favored styles and colors of the season. None 
are too badly damaged for use — many are so 
slightly injured that they might be sold as brand 
new. Prices are less than half of average cost. 
— Keely Co., Atlanta, Ga. 

Do you want a trunk .^ Will you need one 
next summer ? We have told you the story of the 
carload we received last Aveek, over one hun- 
dred trunks, all of best quality and latest style. 
Thrifty people have taken many of these trunks 
the past few days, bought them at prices twenty 
to twenty-five per cent, less than manufacturer's 
cost. To-day we counted forty sold but we still 
have a complete stock to select from. After we 
vacate our present quarters we wall not have 
place to store this merchandise and to-morroAv 
you can have a trunk at a price that will sur- 
prise you. — Golden, Fort Wayne, Ind. 

Our showing of the leather things which your 
comfort and convenience demand, whether for 
a day's outing or an exiended European trip, is 
very broad. We maintain what we believe to 
be one of the most exhaustive stocks of trunks, 
bags, suit cases and kindred requisites to be 
found. And if our imprint identify the requisite 
you may be assured of this : It will satisfy every 
demand which even the roughest journey may 
impose. — Woodward & Lothrop, Washington, 
D.C. 

Umbrellas 

Birds' head parasols. Feathered birds' heads 
or the heads of birds developed in white kid or 
lizard-skin are a feature of the latest parasols 
brought from foreign lands. They are of soft, 
white taft'eta and are mounted upon unusually 
long sticks. The full length of the handle is 
covered with white kid and bone balls tip the 
ribs. A huge double silk tassel is one of the 
features, while another good feature is the hem- 
stitched border to the silk. All in all, these are 
among the best parasols yet shown, specially for 
carriage use. — Abraham & Straus, Brooklyn, 
N. Y. 

Another famous sale, . umbrella seconds. 
Men's, women's, boys' umbrellas. Another 
throng-bringing magnet — another sale that will 
cause our umbrella department to be talked about 



486 



HOW TO ADVERTISE A RETAIL STORE 



in hundreds of homes, fine union silk taffeta, tape 
edge; union silk serge, hemmed edge; strong, 
light paragon frame; handles in fine variety, 
natural wood "Prince of Wales" hooks, opera 
loops, some coverings have slight defect in 
weave, nothing to hurt, in most cases hard to 
find.— L. S. Plant & Co., Newark, N. J. 

Wall Paper 

It is now possible to get any effect you wish 
with wall paper. It has been but a few years 
since the price of fine wall paper was so much 
that only a few people cared to go to the expense 
necessary to get the selection desired. The rea- 
son why? Machinery had not been made to 
manufacture the finer grades, and those made by 
hand were necessarily more expensive. To-day 
it is entirely different. The finest designs are 
run off at a high rate of speed and the fine old 
pieces of hand work (which will live forever) 
are copied and made better than the originals 
themselves and at greatly reduced prices. It is 
wonderful what can be done to-day in wall paper 
at small cost. Before you refurnish your walls 
we will be glad to have the opportunity to go into 
the matter with you. Our experts are at your 
service. — Bazille & Partridge, St. Paul, Minn. 

Chicago or Mt. Pleasant. Why buy your wall 
paper in Chicago when you can get it cheaper in 
Mt. Pleasant? We carry a large and well 
assorted stock of wall paper which you can see 
with your own eyes a:nd select from in person. 
Bring in your samples from Sears, Roebuck & 
Co., or Montgomery, Ward & Co., and com- 
pare them with our prices and samples. We 
want to show you that you can save money, 
time and v/orry about your wall paper. If you 
buy your paper in Chicago you must })ay the 
freight. You must trim the paper yourself. 
You must choose from a few samples. You 
cannot return unused paper and receive credit 
for jt. — Tlie Normal Drug and Book Store, Mt. 
Pleasant, Mich. 

Women's Clothing 

No descrii)tions, however elaborate, could do 
justice to the styles we are oft"eriiig for this sea- 
son. The dresses for the girl graduate are here 
— gowns all sheer, and soft and fluffy, billowy 
with lace and ric-h with soft ribbons. Also the 
plainer linen and lawn shirt waist suits that are 
"just right'' for afternoon wear — and all at the 
most attractive prices. We offer below a few 
brief items that are especially good values. — 
Boston Store, Binghamton, N . Y . 

These beautiful spring suits come in diiff'on 
Panama in the i)()pular light and dark shades; 
also in exquisite new pin stripes, dainty chec-ks, 
and fancy mixtures, portraying grace jind beauty 
in every line; also in voiles. Among the many 
delightful styles are the new cutaway coat suits, 
the popular Rtons, the natty Romeo, and the 
tailored, tight-fitting short coat styles. All have 
the new circular flare or plaited skirts, which 
give such a stylish graceful air to the wearer. — 
Warren M. Crosby & Co., To'peka, Kan. 



Silk shirt waist suits. What marvelous beauty 
and distinctive style is represented in these new 
Novi-Modi silk shirt waist suits. Fresh ideas 
direct from New York are embodied in the lovely 
creations, and they display exceptionally well. 
A very pretty style in this line is the "Jumper" 
effect, in smart Shantung silk of extra good 
quality, very tastily piqued with tartan and 
trimmed in self, with newest finish. — Hudson's 
Bay Co., Winnipeg, Can. 

Fortunate purchase of silk jumper suits, also 
demi-costumes. Just at the time when the call 
for dainty shirt waist suits is becoming urgent, a 
maker whose garments are sought after by the 
leading retailers of the country asked us to figure 
on a large surplus left on his hands as a result 
of the tardy spring. The price at which pur- 
chase was finally negotiated was below the 
actual expense of the making. There's not a 
suit in the entire collection that we would care to 
omit. They go on sale Friday and Saturday. — 
J. Sparling <fc Co., Detroit, Mich. 

A stunning line of all-wool man-tailored street 
suits, built on the most up-to-date lines for the 
most up-to-date women, in the new cutaway and 
Ponyette styles, in the new shades of tan, gray 
and blue, all silk lined and never before sold for 
less than $25, are now offered to prompt buyers 
for $22.50.— Beed's Store, Mansfield, Ohio. ' 

Linen suits for graduation. The lady students 
of our leading universities have adopted the plain 
white linen skirts and sheer linen shirt waists for 
their graduation garb. This has met with such 
good success and public approval that many 
other educational institutions have followed the 
suggestion. If Fresno students intend to adopt 
this nobby style we have for the occasion im- 
ported a com])lete line of wliite linens from the 
very sheerest linen batiste to the lieavier em- 
broidery linen at remarkably low prices, together 
with a large stock of Avhite linen suits made up 
in the styles used by the university girls, also 
shirt waists. We name a few. Call and inspect 
them all. — Louis Einstein <fc Co., Fresno, Cal. 

Black voile skirts surprise at $10. Two extra 
values for you Saturday — either style $10— ex- 
cellent mateiial in both. See the one with fan 
pleats front and back — box and side pleated hi)) 
panels trinnncMl with tiny taff'eta straps — at hot 
a one-inch and two narrower taffeta folds, around 
skirt between the pleats turning n|)ward to fol- 
low the outline of front panel. 'J1ien the very 
new i25-i)leated skirt of twine voile — witli three 
narrow, stitched folds all around at foot. Notice 
how deei) the pknits are and how accurately laid. 
These skirts fit beautifully.— Mife Dry Goods 
Co., Tope lea, Kan. 

Bathing suits. I^arge assortment of rnohair 
and silk — suits for children. If you're going to 
the shore it's time to think of loathing suits. We 
are su|)i)lie(l this season with a large display of 
bathing suits, made according to tlie most ap- 
proved standards and of fine <]u;ility mohair or 
silk. Some of these suits are iiuide with sailor 
collars, trimmed with wide white braid; ()tliers 
are collarless, trinuned with braid in plain and 
fancy designs; some have V neck. We have 
some very stunning suits and prices are reason- 
able.— »Sa^c-/l//e/i & Co., Hartford, Conn, 



INDICES 



TOPICAL INDEX 



A business story, 181. 
A cent contest. 195. 
A Christmas circular letter, 196. 
A clever gift scheme, 168. 
-A contest that set the town by the ear, 193. 
A co-operative scheme, 185. 
A cure for colds, 168. 

Address, importance of— in advertisements, 14. 
A dispossess sale, 163. 
VA doll show, 165. 
A drawing contest, 191. 
Advertise, definition of, 30. 
Advertisement — a failure if it does not sell 
goods, 56. 

Advertisement as a salesman, 56, 

— distinct parts of an, 5. 

— crow^ding an, 39. 

— incomplete without prices, 42. 

— intended to persuade, 58. 

— on Avrapping paper. 111. 

— prices most important part of, 43. 

— spoiled by poor cuts, 27. 

— the address in an, 14. 

— the argument of an, 30. 

— the dummy or lay-out of an, 5. 

— the introduction of an, 30.' 

— writing contest, 154, 187. 
A;lvertise:iients, specimen of poor, 11, 12, 51. 
/Advertising 

— a book, 171, 448. 

— advantages of package, 72. 

— agency, 448. 

— a life study, 286. 

— a new store, 129. 

— a red-tag sale, 232. 

— at country fairs, 127. 

— between seasons, 61. 

— books, list of, 463. 

— campaign, 458. 

— clearance sales, 213. 

— credit stores, 276. 

— department stores, 286. 

— disguised, 56. 

— dishonest, 33. 

— floats, 129. 

— letters, 93, 371, 373, 375. 

— magazines, 466. 

— novelties as package inserts, 113. 

— nullified by retailer, 379, 382. 

— advantages of store paper over news- 
piper, 80. 

Advertising opening days, 135. 

— special sales, 203. 

— st:)?y, the, 287. 

— ;h^ b^st club to use, 61. 



Advertising the neighborhood store, 455. 

— the special sale, 205. 

— women's apparel, 59. 

— a few words about, 3. 

— blind, 134. 

— busy season, 64. 

— Christmas, 63. 

— definiteness in, 34. 

— detail in, 59. 

— dull season, 63. 

— Easter, 61. 

— Fall, 62. 

— feasts and holidays in, 65. 

— holiday, 63. 

— ideals in, 4. 

— mail order, 361. 

— originality in, 32. 

— poor wit in, 33. 

— seasonable, 60. 

— six great seasons in, 61. 

— spring, 61. 

— summer, 62. 

— timeliness in, 60. 

— truthfulness in, 33. 

Advertising Specific Lines 

Banks, 263. 

Bread, 354. 

Brass beds, 315. 

Canned goods, 354. 

Caps, 330. 

Carpets and rugs, 268. 

Children's hats, 340. 

China closets, 317. 

Cigars and tobaccos, 271, 313. 

Clocks, 333. 

Clothing, men's and boys', 274. 

Clothing, women's, 279. 

Coal, 285. 

Coffee, 353. 

Cut flowers, 313. 

Cut glass, 333. 

Cutlery, 323. 

Drugs, 313. 

Electricity, 319. 

Fireworks, 313. 

Furniture, 219. 

Purs, 219. 

Gas, 319. 

— fixtures, 319. 

— lamps, 319, 320. 

— stoves, 319, 320. 
Haberdashery, 325. 
Hardware, 322. 
Hats, 330. 
Hosiery, 219. 



490 



HOW TO ADVERTISE A RETAIL STORE 



Household things, 220. 

Ice cream, 313, 354. 

Jewelry, 333. 

Lanterns, 323. 

Laundries, 336. 

Lawn mowers, 322. 

Leather goods, 313. 

Lenten goods, 352. 

Linen, 221. 

Lingerie waists, 220. 

Lunches, 313. 

Meat market, 355. 

Millinery, 221, 228, 340. 

jNIusical instruments, 342. 

Muslin underwear, 221. 

Organs, 342. 

Oxfords, 349. 

Paint, 322. 

Perfumes, 313. 

Piano, 162, 342. 

Player-piano, 345. 

Real estate, 345. 

Savings Banks, 261. 

Shirts, 222. 

Shoes, 150, 218, 348. 

Silverware, 322, 333. 

Stationerv, 313. 

Straw hats, 332. 

Things to eat and drink, 352. 

Tobacco, 271. 

Toilet articles, 313. 

Tools, 322. 

Towel service, 337. 

Trunks, 356. 

Trust comj)anies, 263. 

Vegetables, 352. 

Wash goods, 223. 

Watches, 333. 

Advertising novelties, 104. 

how, should be distributed, 107. 

sliort list of, 105. 

worthless, 105. 

A foUow-uj) canij)aign for the retailer, 98. 

A football folder, 169. 

A good black iKiiiit for window cards, 122. 

circular, 182. 

idea, 177. 

voting scheme, 180. 

window display, 170. 

A guide maj), 169. 

A guessing contest, 159. 

A Jiidden word contest, 185. 

A holitlay suggestion. 180. 

A living-picture window, 171. 

Alliteration, 440. 

A m;iga/,ine free for one year, 173. 

Amateur cartoons, 1()6. 

A measuring bee, 167. 

A missing letter contest, 182. 

A mysterious package, 187. 

Analysis of an article to be advertised, 69. 

a brand of shoes, 69. 

An approj)riate sign, 166. 
An auction sale idea, 164. 
An autunni display, 166. 
An easy scheme to work, 184. 
A newspaper contest, 184. 
An animated window, 165. 



Anniversary advertising, 68. 

An old scheme in a new dress, 178. 

scheme revived, 177. 

table, 175. 

An optical illusion, 179. 

Another 100 bargains, 251. 

— guessing contest, 181. 

A novel idea, 167. 

An untimely advertisement, 60. 

A painting competition, 188. 

A photographic contest, 191. 

A photograph idea, 184. 

A premium advertisement, 196. 

A race suicide scheme, 149. 

A retailer's mail order department, 367. 

ArgumenI:, How to set the, 37. 

-^ the, 30. 

Artistic and ornamental type, 49. 

A scramble for live pigeons, 176. 

A sensational advertisement, 176. 

scheme; 180. 

A sensible sensational scheme, 157. 

A Shetland pony for boys and girls, 160. 

A smashed window effect, 150. 

A snow^ man, 166. 

A stock market sale, 149. 

A summer scheme, 186. 

A Topsy contest, 159. 

Attract the dancers, 182. 

A voting contest, 163. 

A window card, 169. 



B 



Baby shows, 149, 238. 
Bachelor's comfort bags, 169. 
Bad taste in advertising, 33. 
Bald statements, 38. 
Bank advertising, 263. 
Bargains, leaders and, 223. 
Bargain Lights, 229. 

— post cards, 181. 
Barn signs, 125. 

Barr's automobile bargains, 245. . 
Best paying booklets, 85. 

— shape for booklets, 87. 
Between seasons advertising, 61. 
Be sjx'cific in (juoting prices, 44. 
Billboard advertising, 128. 
cost of, 385. 

Bindings, 447. 

— cost of, 448. 

Black ink for Rubber Stamp pads, 121. 
Blind advertising, 134! 
Blotters, 104. 

— how to distribute, 105. 

— make good advertisements, 105. 
Blotting ])aj)er, 445. 

Blue pencil ads, 121. 

Booby sale, 216. 

Books, dimensions of, 445. 

— on advertising and kindred subjects, 463. 
Book ])aper, 443. 

Booklet cover, specimen of, 87. 
Booklets, 87. 

— cost of, 93. 

— cover of, 88. 

— hints on ])re]mration of, 90. 

— more personal than newspapers, 87. 



TOPICAL INDEX 



491 



Booklets should be entertaining, 87. 

— should be mailed, 93. 

— should usually be illustrated, 87. 

— the aristocrats of advertising, 86. 

— the best paying, 86. 

— the best shape for, 86. 

— the scope of, 86. 
Borders and ornaments, 411. 

— effective means of display, 47. 

— how to make, 412. 

— newspaper, 411. 

— rules as, 411. 

— use of, 411. 

Boys and girls, schemes to attract, 187. 

— baseball team, 187. 

— clothing sale, 218. 

, Bread advertising, 354. 
Brass bed advertising, 315. 

— rules, 411. 
Bric-a-brac, 333. 
Bristol board, 445. 
Bubbler free, 193. 
Bungalow bargain sale, 233. 
Business man, what shall he read, 462. 
Busy season, advertising, 64. 



Calendars, 102. 

— as an advertising medium, 104. 

— classes of, 104. 
Campaign, an advertising, 458. 
Canned foods advertising, 354. 
Capital letters, 435. 

Cap advertising, 330. 

Cars, street, 127. 

Car fare paid, 158. 

Carnival Sale, 238. 

Carpet and rug advertising, 266. 

Catalogue, 386. ^ 

— houses, the big, 363. 
Catch phrase, 20. 
Charity sales, 237: 
Check binding, 447. 
Children's contests, 154. 

getting boys and girls to work for the 

store, 156. 

Children's hat advertising, 340. 

— week, 248. 

— writing contest, 154. 
China closet advertising, 317. 
Christmas advertising, 63. 

— prize contest, 184. 

Cigar and tobacco advertising, 271, 313. 

— pockets as premiums, 164. 
Circular, a good, 182. 

— a Christmas, 196. 

— letters, 177. 
Circulars, 93, 98, 196. 

Classes, advertisements to appeal to better, 45. 

— of buyers, 56. 
two distinct, 57, 58. 

Classified columns, reading notices in, 55. 
Clearance sales, importance of, 213. 

buying snaps for, 214. 

CHpped advertisements, 170. 

Clock advertising, 333. 

Clothing advertising, men's and boy's, 274. 

women's, 279. 

Clover day, 240. 



Coal advertising, 283. 
Coffee advertising, 353. 
Columns, size of newspaper, 402. 

— width of, 400. 

— width of newspaper, 402. 
Commonplace expressions, 74. 
Commonplace generalities, 39. 
Comic illustrations, 27. 
Compounding words, 439. 

Contests (see guessing and voting contests). 

— (see children's contests). 

— (see drawing contests). 
Contest, a cent, 195. 

— a drawing, 191. 

— advertisement writing, 189. 

— a good voting, 180. 

— a guessing, 159, 181. 

— a hidden word, 185. 

— amateur cartoon, 166. 

— a missing letter, 182. 

— an easy, to work, 184. 

— a newspaper, 184. 

— a novel, 181. 

— a painting, 188. 

— a photographic, 191. 

— a Topsy, 159. 

— clipped advertisement, 170. 

— Christmas prize, 184. 

— guess for a house and lot, 167. 

— guessing postal receipts, 164. 

— guess when a watch will stop, 165. 

— how many seeds in a pumpkin, 170. 

— literary, 185. 

— postal card, 158. 

— puzzle advertisements, 165. 

— that set town by the ears, 193. 

— the most popular lady, 173. 

— wagonloads of women, 158. 

— window card, 191. 

— word-building, 159. 

— voting, 187. 
Co-operative store papers, 83. 
Cost of booklets, 92. 

— of enquiries, 391. 

— of store papers, 83. 
Country fairs, 127. 

attractions at, 129. 

booths at, 129. 

exhibits, 129. 

Coupon sales, 239. 

Coupons exchanged for car fare, 182. 

— specimen of, 107, 195. 

— for drawing contests, 156. 
Cover of booklet, 88, 89. 

— paper, 443. 

Credit stores, advertising, 276. 

Crisp one dollar bills to customers, 163. 

Crowding an advertisement, 39. 

Cut flower advertising, 313. 

Cut glass advertising, 333. 

Cuts (see illustrations). 

Cuts, something about, 414. 

Cut-rate drug store advertising, 314, 315. 

Cutlery advertising, 322. 

Cutting prices, 45. 



Date lines, 438. 

Definiteness in advertising, 34. 



492 



HOW TO ADVERTISE A RETAIL STORE 



Department managers' sales, 246. 

— store advertising, 286. 
Description of article advertised, 37. 
Descriptions, avoid commonplace generali- 
ties in, 39. 

Descriptions, bald statements in, 38. 

— be definite in, 37. 
Details in advertising, 59. 

Dignity not lowered by quoting prices, 43. 

Direct command, 21. 

Dimensions of books, 445. 

Disguised advertising, 56. 

Dishonest advertising, 33. 

Display, effective, 403. 

— ideal, 47, 50. 

— in classified columns, 55. 

— italics as, 49. 

— meaning of, 402. 

— white space in, 48. 

— wrong method of, 51. 

— lines should be set in same style of type, 
47. 

— too many, lines, 47, 49. 
Distribution of dodgers, 114. 
Division of words, 439. 
Doctored walnuts, 178. 
Dodge's latest dodge, 172. 
Dodgers, 112. 

— distribution of, 112. 

— why, are usually bad advertising, 112. 

— keying results of, 114. 
Dolls free, 173. 

Dolls' shirts free, 160. 
Dollars worth $1.05, 175. 
Dominoes free, 189. 
Drawing contests, 155, 157. 

periodical, 157. 

weekly, 157. 

ganil)ling features of, eliminated, 157. 

c()Uj)ons for use in, 156. 

Dress goods sale, 218. 
Drug store advertising, 313. 
Dull season advertising, 63, 
Dummy, the, 5. 



Easter advertising, 61. 
Effective disj)lay, 403. 
Electrotypes, how made, 417. 
Embroidery lessons fr(v\ 178. 
Enconr.iging sports, 161 . 
Envelope day, 148. 

— enclosures. 111. 

Envelopes, sizes and numl>ers, 446. 

— baronial, 446. 

— bank, 446. 

— coin, 446. 

— commercial, 446. 

— drug, 446. 

— pamj)hlet, 446. 

— pay, 446. 
Exaggeration, 442. 

— not necessary, 289. 
Examples of timely advertising, G6. 
Executor's sale, 218. 
Extravagant use of rules, 50. 
Every twentietli purchase free, 163. 



Fall advertising, 62. 

— openings, 135. 
Feasts and holidays, 65. 
Feeds his clerks, 164. 
Fence signs, 125. 

wording on, 127. 

Figures, 437. 

Firework advertising, 313. 
Firm name, 14. 
Five-cent sale, 218. 
Five-minute sale, 237. 

Five per cent, discount sale, 170. 

Floats, advertising, 129. 

Folder, a football, 169. 

Folders, 85, 369. 

Follow-up system, 388. 

Footwear sales, 218. 

For a hatter's window, 168. 

For a Thanksgiving window, 166. 

Form letters, 97. 

Formal store openings, 130, 135. 

Form of the page of a book, 445. 

For the window displav, 179. 

Fourth of July, 188. 

Free insurance policies, 158. 

— street cars, 177. 

— photographs, 161. 
Fridav special leade?-, 226. 
Full bound. No. 1, 448. 

■ extra. 448. 

Furniture sales, 219. 

— advertising, 315. 
Fur sales, 221. 



Gambling features of drawing contests elim- 
inated, 157. 

Gas and electricity, 319. 

— fixtures, 319. 

— lamps, 319, 320. 

— stoves, 319, 320. 

Gem pudding dishes as leaders, 225. 
General adveitiser, the, 379. 

— advertiser's campaign, 384. 
Generalities, avoid connnonplace, 39. 
Getting bovs and girls to work for the stor(\ 

156. 

Gift schemes, 141, 148. 
Gifts from $1 to $50, 242. 

— to church societies, 159. 

Giving working men a discount, 148. 

Glass cleaner, 122. 

Glossary of technical terms, 448. 

Going-away sale, 219. 

Good key schemes, 155, 156. 

Giammar, 440. 

Grammatical use of words ami sentences, 435. 

Guessing and voting contests, 151. 

(see voting contests). 

— contest coupons, 151. 

— contests, advertisements of, not mailable, 
154. 

Guessing contests, how long to run, 151. 

success of, de])ends on advertising, 151. 

Guessing for a house and lot, 167. 

— num})er of .seeds in a jnunpkin, 152. 



TOPICAL INDEX 



493 



Guessing postal receipts, 164. 
— when a watch will stop, 165. 



H 



Haberdashery, advertising, 325. 
Hackneyed expressions, 34. 
Half-tones, how made, 414. 
Half-price sale, 234. 
Half binding, 447. 
Handbills, 112. 
Happy week sale, 257. 
Hardware, 322. " 
Harmonizing colors, 122. 
Hat and cap advertising, 320. 
Headline, 20. 

— a direct proposition, 21. 

— direct command in, 21. 

— pictorial, 25. 

— sensational, 23. 

Headlines, size of type to be used in, 402. 

Help-yourself sale, 233. 

Hidden word contest, 154. 

Hints on preparation of booklets for printer, 
90. 

Holiday advertising, 63. 

Holiday in advertising, 65. 

Hosiery sale, 219. 

Hour sale, 227. 

House furnishing advertising, 249. 

Household things sale, 219. 

House organ (see store papers). 

How advertising novelties should be dis- 
tributed, 108. 

How to make borders, 412. 

— many seeds in a pumpkin, 170. 

— much space required, 400. 

— to distribute blotters, 105. 

— to figure paper stock, 446. 

— to prepare copy, 418. 

— to read and mark proof, 429. 

— to wash a shirt, 163. : 



Ice cream advertising, 313, 354. 
Ice cream parlors, 354. 
Ideal display, 47, 50. 
Illustrations, as eye catchers, 27. 

— comic, 27. 

— object of good, 29. 

— something about, 414. 

— suggestive, 27. 

— that really illustrate, 28. 
Imitation screw heads, 122. 
Indention, 403. 

— hanging, 403. 
Inquiries, 388. 

— cost of, 391. 

Insurance policies as premiums, 179. 
Introduction or argument, 30, 5. 

— specimen of bad, 72. 

— how set, 37. 

— for booklet, 87. 
Introductions for special sales, 215. 

— size of type to be used, 402. 
Invitations, formal, for store openings, 130, 

135. 



January clearance sale, 220. 
— sale of lingerie, 220. 
Jardiniere stands, advertising, 317. 
Jewelry advertising, 333. 
Jeweler's package sale, 230. 



K 



Keys and lock scheme, 155, 156. 

Keying newspaper advertisements, 173, 175. 

— results of dodgers, 114. 



Lantern advertising, 323. 
Laundry advertising, 336. 
Lawn mower advertising, 322. 
Layout of an advertisement, 5, 7. 
Leaded, 401. 
Leaders, 438. 

— and bargains, 223. 
Leaflets, 85, 92. 

— hints on preparation of, 90. 
Leather goods advertising, 313. 
Lenten goods advertising, 352. 
Letters, advertising, 93. 
Letter patterns, 120. 

writing contest, 192. 

Low prices, 44. 

Linen sale, 221. 

Liner advertising for the retailer, 55. 

Lingerie waist sale, 220. 

Listen sale, 206. 

List of articles suitable for premiums, 198. 

— of books on advertising and kindred sul 
jects, 463. 

List of window cards, 123. 

— of worn out phrases, 73. 

— of successful sales names, 209. 
Literary contest, 185. 

Little selling helps, 145. 
Lunches, advertising, 313. 



M 



Magazine advertising, 466. 

Manila paper, 445. 

Mailing cards, 93, 99. 

Mail order advertising, 361. 

Mail order advertising, a retailer's, 367. 

papers, 361. 

Meat market advertising, 355. 
Merry Andrews for money, 150. 
Metal signs, 125. 
Mile posts, 125. 
Mill end sale, 245. 
Millinery, 340. 

— sale, 221, 228. 

Mind reading scheme, 174. 
Miscellaneous articles, 453. 

— information, 443. 
Mocking bird day, 188. 
Money gifts, 163. 

— refunded on special days, 152. 

— sold at a discount, 149. 
Monstrosities, 157. 
Motto cards, 118. 



494 



HOW TO ADVERTISE A RETAIL STORE 



Music and musical instruments. 
Muslin underwear sale, 221. 
Mutilated coins. 161. 



N 



342. 



Names of store papers, 83. 

— of types, 400. 
Nameplates, 15, 16, 17, 18, 19. 
Names of type sizes, 400. 
Neighborhood store, advertising the, 129, 455. 
New store, opening a, 129. 

opening invitations for a, 130. 

interior decorations for a, 131. 

souvenirs for a, 132, 133. 

window trims for a, 135. 

Newspaper advertising, 

— borders, 411. 

New use of dash in ad-writing, 439. 
Notion sale, 221. 
Novel contest, 181. 

— sales plans, 226. 

another 100 bargains, 251. 

baby show, 238. 

bargain lights, 229. 

Barr's automobile bargain sale, 245. 

bungalow bargain sale, 233. 

carnival sale, 238. 

charity sale, 237. 

children's week, 248. 

clover day, 241. 

coupon sales, 239. 

department manager's sale, 246. 

five minute sales, 237, 

gifts from $1 to $50, 242. 

hulf-j)rice sale, 234. 

liappy week sale, 257. 

heli)-yourself sale, 233. 

hour sales, 227. 

house furTiishing sale, 249. 

jewelers package sale, 230. 

mill end sale, 245. 

— nine-cent sales, 240, 243. 

novel millinery sale, 228. 

red letter sales, 23(). 

red tag sale, 232. 

see-saw sales, 229. 

silk sales, 251. 

star bargains, 229. 

St. Valentine s|)ecials, 248. 

tag sales, 232. 

Thanksgiving sales, 250. 

time sales, 227, 229. 

week of nations, 240. 

— wliite carnival, 238. 

workingman's sales, 249. 

Novelties, 313. 

Nine-cent sale, 240, 243. 

Number of ems in a line of type, 447. 



O 



Object of good cuts, 29. 

Odds and ends sale, 221. 

One purchase in a hundred free, 165. 

Opening a new slore, 199. 

OyxMiing invitations, l.SO, 1.35, 136. 

Openings, millinery, 340. 



Organ advertising, 342. 

Originality in advertising, 32. 

Oriental rugs, 266. 

Ornamental type, 49. 

Ornaments, 411. 

Outdoor advertising, barn signs, 125. 

billboards, 126. 

delivery wagons, 127. 

fence signs, 125. 

metal signs, 125. 

street cars, 127. 

Oxford advertising, 349. 



Package sales, 229, 230. 

— should receive attention, 109. 

— inserts, 109, 162, 457. 
Paint advertising, 322. 
Paper, blotting, 445. 

— book, 443. 

— cover, 443. 

— correct sizes of writing, 444. 

— manila, 445. 

— print, 443. 

— sizes of ruled, 444. 

— writing, 443. 
Parades, floats, in 129. 
Perfume advertising, 313, 
Periothcal drawing, 155. 
Personal visits win, 106. 
Piano advertising, 342. 

— dealei-s' scheme, 160. 
Pictorial headlines, 25. 
Picture cards, 102, 109. 
Plain language, 441. 
Plank-walk advertising, 181. 
Player-piano advertising, 345. 
Points about types, 399. 
Postal cards, bargain, 183. 

— card competition, 158. 
Posters, striking colors on, 127. 

Practical hints on "How to Prepare Copy," 
418. 

Precious stone advertising, 333. 
Premium advertisement, 198. 
Premiums (see schemes, contests). 
Premiums, a source of continuing trade, 198. 

— list of articles suitable for, 198. 

— ])ush, 200. 

— the greatest scheme of all, 196. 
Pre])aring an advertising cam]>aign, 459. 
Price most imj^ortant part of advertisement, 43, 

— tickets, 118. 
Prices, 42. 

— be s|)ecific in quoting, 44. 

— cutting, 45. 

— dignity not lowered by quoting, 43. 

— emphasized, 43. 

— inii)()rtance of, 44. 

— low, 44. 

— ((noting high, 8, 44. 

l^rincipal events in retailer's year, 460. 

I'riiit paper, 443. 

Prizes to lucky purchasers, 160. 

Prize packages, 171. 

l*roof, how to read and mark, 429. 

Proofreader's marks, 430. 

1 Proofreading, 429. 



TOPICAL INDEX 



495 



Program for local events, 149. 

Public holidays, 64. 

Puffs, 51. 

Pumpkin seeds and pumpkin pies, 161. 

Punctuation, 437. 

Push premiums, 200. 

Puzzle advertisements, 160, 165. 

— picture cards, 104. 

Q 

Quarter binding, 447. 
Quarter-off sales, 45. 
Quotations, 436. 
Quoting high prices, 8, 44. 



R 



Raised figure work on window cards, 123. 
Readers, local, 54. 

— medical, 52, 53. 
Reading notices, 51. 

among local items, 53. 

appearing as news, 52. 

a particular view of editor of paper, 51. 

careful preparation of, 53. 

for a new store, 134. 

free, 52. 

having earmark of advertisement, 51. 

in classified columns, 55. 

of more value than conceded by ex- 
perts, 51. 

Reading notices, medical, 52. 
Real estate advertising, 345. 
Red letter sale, 236. 

— tag sale, 232. 

Regular envelope sizes, 446. 
Retailers' mail order department, 367. 
Rhetoric, 441. 

Rubber stamps, black ink for, 121. 
Rule boxes, 412. 



Sale, a listen, 206. 

Sales, list of, names, 209. 

Sales plans (see novel sales plans). 

Santa Claus post office, 196. 

Scheme (see contests, sales plans). 

— a cent contest, 195. 

— a Christmas circular letter, 196. 

— a clever gift, 168. 

— a contest that set the town by the ears, 193. 

— a co-operative, 185. 

— a cure for colds, 168. 

— a dispossess sale, 163. 

— a drawing contest, 191. 

— advertisement writing contest, 153, 187. 

— advertising a book, 171. 

— a faked shoe, 147. 

— a foolish, 147. 

— a good circular letter, 182. 

— a good idea, 177. 

— a good, 161. 

— a good voting, 180. 

— a guide map, 169. 

— a holiday suggestion, 180. 

— amateur cartoons, 166. 

— a mysterious package, 187. 



Scheme, an appropriate sign, 166. 

— an attractive, 242. 

— an auction sale, 164. 

— an autumn display, 166. 

— an easy, to work, 184. 

— animated window, 165. 

— a novel, 167. 

— a newspaper contest, 184. 

— an old, revised, 177. 

— an old, in a new dress, 178. 

— an old table, 175. 

— an optical illusion, 179. 

— another guessing contest, 181. 

— a painting contest, 188. 

— a phonograph idea, 184. 

— a photographic contest, 191. 

— a scramble for live pigeons, 176. 

— a sensational, 176. 

— a snow man, 166. 

— a trouble brewing, 146. 

— attract the dancers, 182. 

— a voting, 187. 

— a window card, 169. 

— baby shows, 149. 

— bachelors' comfort bags, 169. 

— ba:i"gain post cards, 181. 

— bomb-shells, 129. 

— boys' baseball team, 187. 

— bubblers free, 193. 

— business story, 181. 

— carfare paid, 158. 

— carnival sale, 238. 

— Chicago monstrosities, 157. 

— cigar pockets as j)remiums, 164. 

— clipped advertisements, 170. 

— crisp one dollar bills to customers, 163. 

— coupons exchanged for carfare, 182. 

— doctored walnuts, 178. 

— Dodge's latest dodge, 172. 

— dollars worth $1.05, 175. 

— dolls free, 173. 

— doll's shirts free, 160. 

— doll show, 165. 

— dominoes free, 189. 

— dress-form chart, 98. 

— embroidery lessons free, 178. 

— encouraging sports, 161. 

— envelope day, 148. 

— every twentieth purchase free, 163. 

— feeds his clerks, 164. 

— fit-reform clothing, 72. 

— five per cent, discount, 170. 

— for drawing crowds at openings, 141. 

— for a hatter's window, 168. 

— for a Thanksgiving window, 166. 

— for the window display, 179. 

— free insurance policies, 158. 

— free photographs, 161. 

— free street cars, 177. 

— gifts to church societies, 159. 

— good window displays, 170. 

— guess for a house and lot, 167. 

— guess when watch will stop, 165. 

— guessing contests, 151, 159. 

— guessing postal receipts, 164. 

— holiday suggestion, 180. 

— how to wash a shirt, 163. 

— innerseal package, 72. 

— insurance policies as advertising, 179, 181. 



496 



HOW TO ADVERTISE A RETAIL STORE 



Scheme, keys and lock, 155. 

— letter writing contest, 192. 

— literary contest, 185. 

— live turkeys thrown from roof, 147. 

— magazines free, 173. 

— measuring bee, 167. 

— merchandise thrown from roof, 147. 

— mind reading, 174. 

— mocking bird day, 188. 

— money refunded on special days, 150. 

— mutilated coins, 161. 

— newspaper contest, 184. 

— novel contest, 181. 

— one purchase in every hundred free, 165. 

— package slips, 162. 

— personal visits win, 106. 

— piano dealer's scheme, 160. 

— plank walk advertising, 181. 

— postal card competition, 158. 

— prize cards at country fairs, 129. 

— prize packages, 171. 

— prizes to lucky purchasers, 160. 

— programs for local events, 149. 

— pumpkins and pumpkin pies, 161, 

— puzzle advertisements, 160. 

— puzzle advertising, 165. 

— rules for all games, 147. 

— safe-door to be fitted by keys, 156. 

— Santa Clans post office, 196. 

— see-saw sale, 229. 

— semi-ready clothing, 72. 

— sensational advertising, 176. 

— shoes given away every Monday, 164. 

— shoe window scheme, 150. 

— show day gift, 148. 

— silver dollar for 95 cents, 151. 

— small doses, 177. 

— smashed window, 152. 

— souvenir post cards, 185. 

— stock market sale, 151. 

— ten dollars for a name, 165. 

— testing newsj^apcr advertising, 175, 185. 

— theater tickets free, 170. 

— the left glove, 186. 

— the most ii()i)ular lady, 175. 

— the Regal buzz-saw, 74. 

— to secure testimonials, 162. 

— to sell school suits, 168. 

— topsy contest, 161. 

— Uncle Sam and the Spaniard, 159. 

— voting contest, 165. 

— wagon loads of women, 1(50. 

— will your name fit, 171. 

— window card contest, 193. 
Schemes that brought business, 160. 

— to attract boys and girls, 189. 
Seasonable advertising, 60. 
See-saw sale, 231. 

Selecting.a name for a special sale, 208. 
Sensational headlines, 23. 

— schemes, 149, 159. 
Sentences, 439. 

— grammatical use of words and, 435. 
Shirt sales, 224. 

Shirt waist sales, 224. 

Shoe advertising, 348. 

Shoe window scheme, 150. 

Shoe shop around the corner, 456. 

Shoes given away every Monday, 164. 



Short list of advertising novelties, 107. 
Signs, 127. 

— on glass, 125. 
Silk sales, 251. 

Silver and glass cleaner, 124. 

— dollars for 95 cents, 151. 
Silverware advertising, 322, 333. 

Six great seasons in retail advertising, 61. 

Size of newspaper columns, 403. 

Sizes of types to be used in headlines, 402. 

— of envelope, 446. 

— of flat writing paper, 444. 

— of ruled paper, 444. 
Small doses, 177. 

— capitals, 435. 
Soap advertising, 313. 

Some advertising novelties useless, 107. 

— good window cards, 125. 
Something about cuts, 414. 
Souvenir post cards, 100, 185. 
Souvenirs at special hours, 165. 

— at store openings, 134. 
Space, contracting for, 401. 

— how much to use, 10. 

— standard measurement of, 401. 
Spatter work window cards, 122. 
Special sale, 207. 

advertising a, 205, 208. 

limit on time of, 209. 

of two-fold nature, 207. 

selecting a name for a, 208. 

Special sales introductions, 217. 

timeliness of, 207. 

Si)ecimen of bad introductions, 72. 

booklet cover, 88. 

circuhir, 98. 

circular to children, 198. 

coupons, 109, 197. 

opening invitations, 132, 137, 138. 

good readcj's, 5i). 

handbills, 117, 118, 119. 

illustrated hcjullines, 25. 

introductions for booklet, 89. 

local readers, 54. 

medical readers, 52, 53. 

nameplates, 15, 16, 17, 18, 19. 

])oor advertisements, 11, 12, 51. 

Spelling, 435. 

— out, 437. 

S{)ring advertising, 61. 

should start with spring opening, 138. 

— and fall openings, 137. 

decorations for, 138. 

goods dis})layed at, 139. 

music at, 139. 

])ainting and decorating for, 137. 

l)rej>aring for, 137. 

window decorations for, 139. 

Star bargain sale, 231. 
Stationery advertising, 313. 
Stereotyi)es how made, 418. 
Stock, how to figure paper, 446. 
Stock market, 151. 
Store papers, 79. 

.advantages over newspapers, 80. 

contents of, 81. 

co-operative, 85. 

cost of, 85. 

dummy for a, 73. 



TOPICAL INDEX 



497 



Store papers, issued quarterly, 80. 

may be small, 81. 

— — names of, 85. 

=- puzzle department in, 82. 

regularly issued, 80. 

short story in, 82, 

value of, depends upon make up, 80. 

verses in, 82.^ 

wit and humor in, 82. 

what merchants can use, 79. 

write up of articles, in 83, 

Straw hat advertising, 332. 
Street car advertising, 129, 
Style of types to be used in advertisements, 
3.99. 

St. Valentine specials, 250. 
Suggestive illustrations, 27. 
Suit case advertising, 356. 
Surprise specials, 238, 
Summer advertising, 62. 
Synonyms, 440. 

T 

Tag sales, 234. 

Talking points of an article, 68. 

Tea and coffee advertising, 353. 

Technical terms, list of, 448. 

Telephone in advertising, 292. 

Ten dollars for a name, 165. 

Terms, list of technical, 448. 

Testing newspaper advertising, 175, 185. 

Thanksgiving sale, 149, 251. 

Theater tickets free, 170. 

The big catalogue houses, 363. 

The greatest scheme of all, 198. 

The left glove, 186. 

The most popular lady, 175. 

The reason why, 32. 

Things to eat, advertising, 352. 

Three-quarter binding, 448. 

Time a special sale should run, 209. 

Timely advertising, examples of, 60, 66. 

Time sale, 229, 230. 

Tobacco advertising, 271. 

Toilet articles, advertising, 313. 

Tool advertising, 322. 

To secure testimonials, 162. 

To sell school suits, 168. 

Towel service advertising, 337. 

Trade marks, value of, 393. 

Trade paper advertising, 381, 385, 386. 

Trade papers, list of, 467. 

— — value to merchant of, 462. 
Trading stamps, 199. 

Trunk and bag advertising, 356. 

Trust company advertising, 363. 

Truthfulness, 442. 

Two distinct classes of buyers, 57, 58. 

Two-fold nature of a special sale, 207. 

Type, artistic and ornamental faces of, 49. 

— standard of measurement of, 399. 

— styles to be used, 399. 
Types, names of, 400. 

— size for introduction, 402. 

— sizes usually used, 402. 

U 

Uncle Sam and the Spaniard, 159. 
Untimely advertisements, 60. 



Value of an inquiry and the follow-up sys- 
tem, 388. 

Value of a trade-mark or trade name, 393. 

Vegetables, advertising, 352. 

Vignetted back ground for window card, 
123. 

Voting contests (see schemes, contests) 

— contest, 189. 

— scheme, 182. 

— coupons, 153. 

— for the most popular teacher, 154. 



W 



Wagon loads of women, 160. 

Want advertisements, 51. 

Wash goods sale, 225, 

Watch advertising, 333. 

Week of nations, 242. 

What shall a business man read, 462. 

Wliite carnival, 240. 

— sales, 224. 

— space, 48. 

Why dodgers are usually poor, 114. 
Width of columns, 400. 

— of newspaper columns, 402. 
Will your name fit? 171. 
Window advertising, 118, 181. 

— a good, display, 172. 

— a living picture, 173. 

— an animated, 167. 

— an optical illusion, 181. 

— a photographic contest, 193. 

— carnival sale, 240. 

— for a hatter's, 170. 

— for a Thanksgiving, 168. 
Window card contest, 193. 
Window cards, 122, 171, 193. 

good black paint for, 124. 

imitation screw heads for, 124. 

list of some good, 125. 

raised figure work on, 125. 

spatter work, 122. 

vignetted background for, 123. 

— decorations for store openings, 139. 

— trimming, 118. 

— weddings, 147. 
Winter advertising, 63. 
Wood-cuts, how made, 417. 
Word-building contest, 155, 161. 
Wording on fence signs, 128. 
Workingman's sale, 251. 

Words and sentences, grammatical use of, 
435. 

— required to fill a given space, 401. 

— should mean something, 32. 
Write-up of little value, 56. 

good advertising, 56. 

Writing contest for children, 156. 

— paper, 443. 
sizes of, 444. 

Wrong method of display, 51. 



Zinc etchings, how made, 414, 



TOPICAL INDEX 

OF ADVERTISEMENTS REPRODUCED 



Advertisements, specimens of poor, 11, 51, 121. 

Advertising, Timely, 66. 

Anniversary, 67. 

Automobile Run on Seasonable Mdse., 247. 

Axminister Rugs, 227. 

B 

Bakery, 353, 354. 

Bank, 5, 263, 264, 265, 266, 267, 474. 

Bathing suits, 20, 284. 

Beds, Napoleon, 50. 

Bedspreads, 84. 

Birthday cake (Anniversary ad.), 67. 

Biscuits, 354. 

Booklet pages, specimens of, 93, 94. 

Booklet cover, specimen of, 88. . 

Books, 301, 307. 

Borders, specimens of, 414. 

Brass beds, 316, 318. 

Bread, 354. 

Breakfast foods, 379. 

Bric-a-brac, 48. 

Bungalow bargain sales, 237. 

Butter, 353. 



Candy, 354, 355. 
Catering, 6. 

Carpets, 5, 84, 269, 270, 475. 
China closets, 317. 
Childrens' day, 62. 

— week, 249! 
Chocolates, 382. 
Christmas, 63, 91, 296. 

Cigars, 6, 28, 63, 271, 272, 273, 475. 
Circular letter, 98. 

specimen of, to children, 198. 

Clearance sales, 215, 218, 219, 237, 292, 293. 
Clothing, boys', 34, 201, 277. 

— children's, 306. 

— credit, 279. 

— men's, 11, 13, 19, 20, 29, 31, 32, .36, 41, 
43, 44, 55, 59, 201, 209, 210, 244, 275, 276, 
277, 278, 279, 301, 309, 310, 311, 381, 383, 481. 

— misses', 284, 298, 299. 

— women's, 17, 58, 226, 279, 280, 281, 282, 
283, 293, 302, 310, 311, ,374, 486. 

Coal, 6, 285, 286, 287, 475. 
Coats, ladies', 226. 
Coats, fur-trimmed, 32. 
Coffee, 379. 



Collars, 382. 

Confectionery, 6, 476. 

Corn cure, 51. 

Corsets, 304, 308. 

Corset covers, 46. 

Costume opening, 141. 

Copy, 419, 425. 

Coupon sale, 242. 

— specimen of, 109, 197. 

Credit stores, 6, 39, 54, 279, 476. 

Curtains, 7, 84, 476. 

Cushion covers, 300. 

Cut glass, 334. 



D 



Decoration Day, 62. 

Dentists, 7, 55, 477. 

Department stores, 65, 67, 215, 218, 219, 
237, 246, 247, 252, 253, 256, 292, 293, 294, 295, 
300, 301, ,302, ,303, 304, 305, 306, 307, 308, 309, 
310, 311, 312,-313. 

Diamonds, 19, 61, 334, 335. 

Drai)eries, 7. 

Drawers, 4(5. 

Dresses, 48. 

Dress goods, 295, 307, 374. 

Drugs, 7, 383, 477. 

Dummy, 7, 73, 419, 421, 422, 425, 426, 428. 



Easter opening, 140. 

Easter suggestions (Jewelry), 335. 

Election advertising that made good, 387. 

Electricity, 9, 478. 

Embroideries, 284. 

Evaporated cream, 352. 



Fireworks, 312. 
Fishing tackle, 323. 
Fitted bags, 357. 
Flour, 380. 

Folder, mail order de[)artment, 414. 
Formal oi)ening, 143. 
Fourth of July, 62. 
Fruits, 355. 

Furnishings (see Haberdashery). 
Furniture, 8, 24, 216, 295, 315, 316, 317, 318, 
477. 

G 
Gas, 9, .321, 478. 
Gas lamps, 322, 478. 



TOPICAL INDEX OF ADVERTISEMENTS REPRODUCED 



499 



Gas ranges, 301, 319, 320. 

General, 13. 

Gloves, 419. 

Glass, cut, 334, 380. 

Go-carts, 9, 33, 479. 

Golfer jacket (Wos.), 284. 

Groceries, 352, 353, 355. 



N 



Name plates, specimens of, 15, 16, 17, 18, 19. 
Napoleon beds, 50. 
Neckwear, 227. 
Night gowns, 284. 
Notice of respect, 68. 



H 



Haberdashery, 9, 24, 31, 36, 38, 39, 295, 
324, 325, 326, 327, 328, 329, 479. 
Handbill, 117, 118, 119. 
Happy week, 358. 
Hardware, 322. 
Hats, children's, 332. 

— men's, 10, 13, 21, 22, 28, 40, 48, 49, 62, 
201, 328, 330, 331, 332, 385, 480. 

— woman's, 341. 

Headlines, specimen of poor, 23. 

— illustrated, 25. 

Hosiery, 84, 297, 298, 300. 

Honey, 352. 

Horse show specials, 62. 

Hour sale, 229. 

House furnishings, 250. 

I 

Ice cream, 355. 
— - — parlor, 355. 

soda, 312, 314. 

International money saving sale, 243. 
Introductions, specimen of poor, 33, 72. 

— how to set, 37. 



Jell-o, 352. 

Jewelry, 11, 64, 297, 333, 334, 480. 



Lanterns, 323. 

Laundry, 11, 337, 338, 339, 481. 

Lawn mowers, 324. 

Linens, 300. 

Linens and domestics, 374. 

Letters, circular, 98. 

M 

Majolica ware, 311, 346. 
Mailing card or folder, a, 364. 
Mail ord'er advertisement, a, 367. 

folder, 414. 

letters and circulars, 371, 372, 373, 375. 

hterature, 362. 

magazine, advertisement of a, 365. 

— orders solicited, 374. 
Mattress, 383. 
Meats, 28, 354. 

Medical readers, specimens of, 52, 53, 
Merchant tailoring, 12, 481. 
Millinery, 12, 61, 141, 301, 303, 311, 341, 374, 
482. _ 

Mill and factory sale, 245. 
Music cabinets, 316. 
Musical instruments, 12, 482. 



Opening, costume, 141. 

— fall, 143, 281. 

— formal, 143. 

— Easter, 140. 

— millinery, 141. 

— new store, 142. 

— Parisian gowns, 283. 

— spring, 142. 

— specimen of formal invitations for, 132, 
137, 138. 

Outing supplies, 305. 
Overcoats, men's, 275, 276. 
Optical goods, 13, 482. 



Package insert, specimen of, 112. 

Panama hats, 21. 

Paints, 13, 30, 324, 380, 382, 482. 

Parisian gowns, 283. 

Perfumes, 314. 

Photos, 13, 483. 

Pianos, 48, 64, 342, 343, 344, 345. 

Playerpiano, 344. 

Potatoes, 352, 353. 

Pottery, 334. 

Premium, 201. 

Prescriptions, 314. 

Proof-reader's marks, 430, 431. 

Proof sheet, 423, 433. 

Pudding dishes, 226. 



R 



Railroad pubHcity, good, 392. 
Rain coats, 275, 276. 
Readers, medical, 52, 53. 

— good, 56. 

— local, 54. 
Reading notices, 51. 

Real estate, 14, 346, 347, 483. 
Red letter sale, 238, 300. 
Refrigerator, 301. 
Rings, 334, 335. 
Rugs, 5, 84, 269, 270, 475. 
Rule boxes, specimen of, 412. 
Rules illustrated, sizes of, 431. 
S 

Sale, announcement, 257. 

— automobile run on seasonable mdse., 247. 

— bungalow bargain, 237. 

— clearance, 215, 219, 237. 

— coupon, 242. 

— department managers, 246. 

— happy week, 258. 

— hour, 229. 

— international money saving, 243. 

— January clearance, 292, 293. 



500 



HOW TO ADVERTISE A RETAIL STORE 



Sale, July clearance, 218. 

— mill and factory, 245. 

— specials, 232. 

— special gift, 244. 

— St. Valentine's Day, 64, 65, 
— specials, 248. 

— white, 42, 292, 294, 304. 

— white carnival, 241. 

— workingman's, 254. 

— 100 bargain, 253. 

Savings banks, 22, 263, 264, 265, 266, 267. 

Sewing machines, 299. 

Sheets and pillow cases, 84. 

Shirts, 59, 201, 380. 

Shoes, 9, 13, 14, 23, 24, 26, 27, 28, 29, 34, 
35, 43, 44, 48, 49, 50, 57, 60, 63, 86, 236, 295, 
328, 348, 349, 350, 351, 382, 383, 483o 

Sideboards, 316. 

Silks, 255, 284. - 

Silvenvare, 334, 335. 

Skirts, 295. 

Soap, 312. 

Stationery 14, 312, 484. 

Store paper, dummy for a, 73. 

effectively arranged title page, 86. 

a page from a, 84. 

title page of a, 83. 

Store editorials, 15, 484. 

Store locals, 5. 

Straw hats, 13, 40. 

— mattings, 271. 

Suit cases, 31, 356, 357. 

Sweet potatoes, 353. 

Specimens of booklet images, 93, 94. 

borders, 414. 

types, 

Abbot old style, 405. 

Caslon old style, 410. 

Central anticjue, 410. 

Commercial gothic, 407. 

Curtis |)ost, 404. 

Delia Robbia, 406. 

Extra condensed, 404, 406. 

Gothic, 408. 

Gothic condensed, 408. 

Jensen condensed, 405. 



Specimens of types, Jenson italic, 409, 
Livermore, 407. 
Roy croft, 407. 



Tables, 317, 318. 
Tailoring, 211, 278. 
Telephone pubhcity, 390. 
Thanksgiving, 63, 64, 252. 
Things to eat and drink, 15, 484. 
Towel service, 337- 
Toys, 307, 313. 

Trade paper advertising, wasteful, 386. 
Travelling bags, 16, 356. 
Trimmed hats, 295. 
Trousers, 38, 45. 
Trunks, 16, 356, 357, 485. 
Trust company, 22, 265. 
Type faces, specimen of, 404, 405, 406, 407, 
408, 409, 410. 



U 



Umbrellas, 16, 374, 419, 485. 
Umbrella stands, 228. 
Underwear, 84. 



Vehicles, 62. 



w 



Waists, women's. 302. 

Wall paper, 16, 46, 486. 

Wash goods, 58, 59. 

Wasteful trade pa]>er advertising, 386. 

Watches, 11, 24, 333, 480. 

White carnival, 241. 

— sales, 42, 292, 294, 304. 

Window cards, window showing, 121, 

specimens of, 125. 

Wood, 285, 287. 
Workingman's sale, 254. 
Worn out expressions, 74, 



INDEX 

OF ADVERTISEMENTS REPRODUCED 



Abraham & Straus, 252, 301. 
Abramson, J., 334. 
Ackerman's System, 311. 
Adier & Co., B., 341. 
Aldridge Bros., 273. 
American Laundry, The, 338. 
American National Bank, 265. 
Amster, Nick, 330. 
Armstrong, 49. 
Armstrong, Ellis W., 314. 
Arnold Shoe Co., 348. 
Asheville Steam Laundry, 337. 
Askin & Marine, 279. 
Avery, Son & Co., A. IL, 323. 



B 



Babbett & Co., 280. 

Badger Furniture Co., 33. 

Bailey, Banks & Biddle Co., 335. 

Baker Bros., 184. 

Barley & Co., A. C, 226, 303. 

Barney & Co., H. S., 296. 

Barr, 247. 

Bay City Gas Co., The, 320. 

Bedell, 58. 

Bergerman, 320. 

Best Dentists Co. (Inc.), 55. 

Birch, Richard, 287. 

Bird & Co., A. J., 287. 

Blakely Laundry, 338. 

Blees Carriage Co., The, 62. 

Bloomingdale Bros., 245, 312 2, 342. 

Blowenstein & Brother, 297. 

Boley Clothing Co., 348. 

Bowland Morehouse & Martens Co., 65. 

Bowman & Co., 255. 

Beelsford Shoe Co., Tl^e, 34. 

Brill Bros., 209, 278. 

Britton Co., The G. M., 310. 

Broadway Dept. Store, The, 309. 

Brokaw JBrothers, 275 2, 327. 

Brown, 237. 

Brown Co., E. S., 138. 

Brown Thomson & Co., 419. 

Browning King & Co., 34, 36^2, 276. 

Brownville Woolen Mills Store, 209. 

Buffalo Gas Company, 319. 

Buffalo Loan, Trust & Safe Deposit Co., 22. 

Bullock Shoe Co., 24. 

Busy Boston Store, The, 313. 



Cady & Olmstead, 334 2. 

California Furniture Co., 318. 

Cammeyer, 50. 

Capitol Clothing Store, 38. 

Cartter Holwell & Co., 308. 

Carson, Pirie, Scott & Co., 142. 

Caspari & Virmond, 57. 

Castelberg, 334. 

Central Coal & Wood Co., 285. 

Citizens' National Bank, 265. 

Chalfant Bros., 285. . 

Chase & Sanborn, 379. 

Christie & Co., A. IL, 356. 

Cluett, Peabody & Co., 380 ^ 

Cluett & Son, 343. 

Cobbs & Co., Jno. L., 356. 

Colby & Sons, John A., 318. 

Colman, 40. 

Colorado Laundry, 337. 

Columbus Dry Goods Co., The, 282. 

Commercial Bank, 265^. 

Corliss, Coon & Co., 382. 

Crews-Beggs Co., The, 246. 

Crown Tailoring Co., 135. 

Cunningham, 23. 

Cunningham's Bulletin, 83. 

Cunningham Piano Co., 344. 



Dalsimer, 29. 

Delmonico Company, 353 2, 

Dinet & Co., A. E., 198. 

Doll, Chas. F., 315. 

Dominion Umbrella Store, The, 38. 

Dorflinger, 334 2, 380. 

Dorothy Dodd, 351. 

Douglas, W. L. (Election ad.), 387. 

Duff & Repp Furniture Co., 50. 



E 



Eaton Co., Ltd, The, 295. 

Edmonds Co., The R. H., 39. 

Ehrman & Co., M., 272. 

Emery Dry Goods Co., 257, 258, 259, 260 2. 

England Brothers, 241. 

Esmay & Duggett, 332. 

Espenhain Dry Goods Co., 133. 

Exchange National Bank, 264. 



502 



HOW TO ADVERTISE A RETAIL STORE 



K 



Fair, The (Cincinnati), 427. 

Fair, The (Ft. Worth), 429. 

First National Bank, 264. 

First National Bank of Pittsburg, 264. 

Fisher & Bro., E. R., 335. 

Fitzpatrick & Draper, 272, 273. 

Flint Co., Geo. C, 318. 

Freeman Church Co., The, 59. 

Freidman & Co., M., 226, 346. 

Freund Sam, 28. 

Funke's Chocolates, 382. 

Fyfe & Co., R. H., 88. 

Field & Co., Marshall, 62, 138, 298, 311. 



Kaschenbach, 316. 
Kaufmann, 229. 
Kearney, P. B., 276. 
Keely Company, 49, 282. 
Kelly & Co., Jas., 273. 
Kelly & Co., P. J., 269. 
Kelly-Keeflfe Shoe Co., 63. 
Keith-O'Brien Co., 134. 
Kennedy, 29, 328 ^^ 
Kingston, 314. 

Kirschbaum & Co., A. B., 381. 
Klingstein & Co., 28. 
Kolb's Bakeries, 195. 
Kramer, 352. 



Gerber, 298. 
Gerretson Silk Co., 58. 
Gibson of Memphis, 216. 
Gilbert & Co., W. F., 287. 
Gilchrist Co., 293. 
Gnnbel Brothers, 250, 345. 
Glover, 351. 

Goddaid Kelly Shoe Co., 57. 
Goodman Brothers, 64. 
Graham & Co., John W., 356. 
Grand Rapids Savings Bank, 267 ®. 
Graziano, Joseph, 273. 



H 



Hackett, Carhart & Co., 275. 
Hagan, Brother, 185. 
riahne & Co., 305, 367. 
Ilali)ert & Jacobs, 381. 
Hannier-Ballard Drug Co., 314. 
Harris, Geo. M., 324. 
Harris Emery Co., The, 294. 
Hartfoid National Bank, 266. 
Hart, Schaffner & ISIarx, 383. 
Haugei-'s $9.99 Suit House, 55. 
Henschel & Co., B. M., 333. 
Hildebrecht Catering Co., 355 2. 
Holbrooks, 350. 
Ho[>e, 277. 

Howe & Stetson Co., The, 238. 
Hub Clothing Co. (Seattle), 227. 
Hub, The (Hy. C. Eyttoh), 326. 
Hul), The (J.' Weil), "29. 
Hudson's \k\y Com])aiiy, 46. 
Hunter & Ilunter, 307. 
Hyatt, Miss B. B., 341. 



Irving Cigar, 272. 
Iviii, 188. 



Jaccard Jewoliv Co., 48. 

Jac()))y Bi-os., 282. 

Jetterson J.aundrv, 338. 

Jenny, A. & L.,"341. 

John Schroeder I.,um])er Co., 93, 94. 



Lackawanna Railroad, 392. 

Laidlaw & Son, John, 284, 300. 

Lauter & Co., 344. 

Lawrence Paint Co., 30 \ 324 2. 

Leonard Coal Yard, J. I!., 286. 

Le\y, 21. 

Libby Co., J. P., 42, 299, 357. 

liincoln Trust Company, 265. 

Little, W. F., 346. 

Loeser & Co., Frederick, 269 2. 

Long's Sons, Simon, 48, 277. 

Los Angeles Trust Co., 265. 

Lostutter, L. L., 179. 

Loveday, 354. 

Lyon-McKinney-Smith Co., 13, 46. 



M 



Mabley & Carew Co., The, 49. 

Magnifico's (Cigar), 271. 

Malley Co., The Edw., 141. 

Matthaei's Bakerv, 191. 

Mandel Brothers,' 297. 

Manning's Sons, A. V., 271. 

IVIanss Irlit Shoes, 348. 

Marshall c^ Ball, 26. 

ISIartin tK: Martin, 344. 

INlason & Pisch I'iano Co., Ltd., 344. 

May Co., The (develand), 326. 

May Co., ^rhe (Denver), 248, 332. 

May Co., The (Cleveland), 63. 

May & Co.. 318. 

INlckilvey, 218. 

McTighc, Trnosdc^l & Davidge, 272. 

Menii)his Steam I aundry, 338. 

INIenter ^- Uosenbloom Co., 279. 

Metropolitan Music Co., 64, 343. 

Millard, 27, 350. 

Miller-Cross Co., 60. 

Mitchell, W'. J., 188. 

Moc-kabee, 23(5. 

Monarcii Laundry, 338. 

Montgonieiv, Wiird & Co., 362. 

ISInlford, 3.'54. 

Mullen <Jv- liluett Clothing Co., 44. 

Mungei's Lanndrv, 339". 

Murad Cigarettes, 272. 

Murray City Coal Co., 287 •'. 

Muse, '332. 



INDEX TO ADVERTISEMENTS REPRODUCED 



503 



N 



National Bank, The Old, 264. 

National Savings Bank, 265. 

National Lead Company, 380, 382. 

Nebraska, The, 24, 28, 331. 

Neil-White Co., 351. 

Newton, Robertson & Co., 355. 

Nickel Plate, 43. 

North American Savings Co., 265. 

Norwell & Co., H. S., 369. 



O 



Oak Hall, 19. 

Oklahoma Shoe Co., The, 174. 

Oviatt Shoe Co., 351. 

Owen & Co., 54. 

Owl Cut Rate Drug Store, 312 «, 314. 



Palace Clothing Co. (Minneapolis), 28. 

Palace Clothing Co. (Kansas City), 59, 329. 

Paragon Monthly, The, 365. 

Parisian Steam Laundry, 337. 

Parkersburg Steam Laundry, 338. 

Parson's Model Laundry, 338. 

Paqftet, Z., 300. 

Pauly, J. W., 273. 

People's Store Co., The, 232. 

Phelps, Jr., Eph., 98. 

Pittsburgh Bank for Savings, 20, 265. 

Planters' National Bank, 263. 

Plymouth, The, 28. 

Poppenburg, 343. 

Porte, Thos. J., 19, 334. 

Preston Market, 354. 

Prudential Improvement Co., 346. 

Pry or Furniture & Carpet House, Frank, 316. 

Public Service Corporation of New Jersey, 321 . 



Quaker Oats, 379. 



Q 



R 



Reading Coal Pockets, 287. 

Red Cross Sanitary Mattress, 383. 

Regal Shoe Co., 349, 382. 

Reiman, 329. 

Revell & Co., 269. 

Reynold's Toggery, 327. 

Rightway Shoe Co., The, 48. 

Risch & McCoy, 341. 

Robbins, Pratt & Robbins, 317. 

Robinson Company, J. W., 292. 

Rogers Coal Co., Ltd., 287. 

Rogers, Peet & Company. 13 ^ 20% 324 \ 357. 

Romadka, 356, 357. 

Rose, 352. 

Rose, Chas. E., 335. 

Ross, 334. 

Rothschild Bros. Hat Co., 385. 

Rude, I., 211. 

Russell, Eugene G., 347. 



Saginaw Milling Co., 380. . 

Saks & Company, 325, 350. 

Samter Bros., 49. 

Sanders & Barrows Clothing Co., 45. 

Scarbrough & Hicks, 256. 

Schaub's Market, 354 2. 

Schipper & Block, 137. 

Schoenfeld & Sons, L., 228, 317. 

Schrader's Cigar Co., 273. 

Scheer & Co., E. J., 61. 

Schwab Clothing Co., 276. 

Scotch Tailors, 44. 

Scotch Woolen Mills Co., 278 2. 

Scott Co., Ltd., The G. D., 326. 

Scott Drug Co., 314. 

Seesel's Market, Albert, 354. 

Shadell & Co., F. M., 61. 

Shannon, 323. 

Shepard Norwell Co., 219, 424. 

Sherbrooke Cigar Co., Ltd., 273. 

Sibley, Lindsay & Curr Co., 143. 

Siegel, 22. 

Siegel Bros., 329. 

Siegel, Cooper & Co., 32, 302, 341. 

Simpson Co., Ltd, The Robt., 299. 

Simpson Crawford Co., 59, 281, 

Smith, 354. 

Smith & Co., A. B., 227. 

Smith & Clime, 41. 

Smith, Gray & Co., 276, 326. 

Smith-McKinney Co., 273. 

Snellenburg & Co., N., 253, 270. 

Souter & Co., A. M., 270. 

Sovereign Bank of Canada, 265 ^. 

Spokane Falls Gas Light Co., 322. 

Spokane Gas Co., 320. 

Springfield Gas Light Co., 322. 

Stanley Mills & Co., Ltd., 312. 

Star Steam Laundry, 337. 

St. Bernard, 287. 

Stern & Co., Ike, 425. 

Stevens & Bros., Chas. A., 140, 304. 

Stewart Dawson & Co., 24. 

Steinicken, L., 341. 

Stick, the Hatter, 22. 

Stickley-Brandt Furniture Co., 24. 

Stix, Baer & Fuller D. G. Co., 306. 

Stoll Moore Drug Co., The, 314. 

Storm & Co., George L., 272 2. 

Strange & Skinner, 35, 44, 351. 

Stuart's Drug Store, 313. 

Stumpf & Langhoff Stores, 201, 254. 

Swift & Son, 43. 

Swift & Son, M. C, 276. 

Sykes & Co., H. B., 374. 



Tade, E. C, 353. 
Tapp Co., The James L., 138. 
Taylor D. G. Co., John, 282. 
Temptation Cigar, 272. 
Thompson, P. H., 316. 
Tiffany & Co., 335. 
Toilet' Laundry Co., 336. 
Towne, Seccombe & Allison, 51. 
Traders' National Bank, 264. 



504 



HOW TO ADVERTISE A RETAIL STORE 



Traders' Union Savings Bank and Trust 
Co., 265. 

Traiser & Co., H., 272. 

Tull & Gibbs, 270. 

Tyler & Co., Jno. E., 273, 625. 

U 

Union Bank of Savings, 264. 
Union Savings Bank, The, 266. 
Utley, 48. 



Van Slyke & Morton, C. W., 272. 
Vogel & Son, Wm., 275, 325. 
Vorenberg, 244. 

W 

Wageman, 210. 

Waldorf Astoria Segar Co., 272. 

Walter, 350. 

Walton & Co., Jos., 287. 

Wanamaker, John, 68, 91, 242, 243, 283, 321. 



Wanamaker, William H., 62. 

Weaver, F. L., 364. 

Webster-Tullock Coal Co., 287. 

Weinstock, Lubin & Co., 383. 

Weiss & Segal, 386. 

West River Coal Co., 287. 

Whitehead, R. C, 287. 

Wiebolts, 232. 

Williams Bros. Company, 138, 215. 

Williams & McAnulty Stores, The, 318. 

Winslow's Cottage Bakery, 352. 

Winslow & Ruff Furniture & Carpet Co., 39, 

Wisconsin Telephone Co., 390 12. 

Wonder, The, 249. 

Wonder Millinery Co., The, 341. 

Wood Brothers, 332. 

Wood & Co., S. N., 40. 

Woolf Brothers F. G. Co., 331. 

Wotkyns & Co., Tom S., 287. 



Young, 62. 
108 Cigar, 273. 



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